Designing and building a foundational customer engagement framework

Challenge

Enact, one of the UK's leading convenyencing companies, were looking to implement a foundational CLM programme to support their growth ambitions. With a performance marketing programme in place, it was vital that every pound spent worked as hard as possible, ensuring that no lead was left behind.

An existing CLM programme was limited to a single generic transactional email. The absence of additional data capture, personalisation, lead routing and scoring had no real benefit to any prospects or Enact, with follow-up communication restricted to basic quote information. Enact aimed to evolve from this basic setup to a more advanced and effective automated email programme to ensure that every lead opportunity was maximised.

To enable this, we were tasked with creating a customer management and routing framework to identify hot, warm, and cold leads to ensure they were managed effectively over the short, medium and long-term between marketing and sales. To supplement this, a foundational engagement strategy with workflows and triggers was also needed with the objective of converting more quote leads into sales. To support the engagement strategy, we were tasked with configuring the chosen email software, ensuring seamless integration with existing systems to capture and manage high-quality data. Additionally, new email designs were required with updated messaging and content to boost engagement and enhance the perception of Enact as a trusted partner to prospects and customers.

Approach

Reviewing Enact’s existing systems and setup gave us a clear understanding of the technology systems, data and processes that were currently in play. It enabled us to provide recommendations for improvement around data management, process optimisation and integrations across platforms to enable the foundational CLM programme to be built.

This included providing consultancy over the integration between the in-house CRM and MailChimp to manage lead data effectively. Suggesting new lead data capture requirements on the website and marketing consent permissions to ensure Enact could engage with prospects appropriately. Designing a new lead scoring and routing framework to enable personalised communications and prioritisation based on customer journey data. And email platform configuration suggestions to enable simple workflow management.

Implementation‍

With a clear understanding of the current systems, operational processes and capabilities, we created a foundational engagement programme with segment-specific workflows incorporating a multi-channel approach to marketing and sales activities. Each workflow had distinct objectives based on the customer's journey stage, triggering personalised communications tailored to their needs. High-priority leads received different tactical approaches compared to low-priority ones, with carefully considered variations in messaging, content and frequency.

Email and sales communication formed a core component of these bespoke journeys. To address the underperforming existing programme, we revitalised emails through content refreshes, improved subject lines and redesigned templates focused on relevancy and ease of use. The implementation encompassed comprehensive system setup, including API design and segment-based email journeys. We developed a master email template with subsequent variations that could be efficiently built and deployed within MailChimp. All elements were integrated to create an initial Customer Lifecycle Management programme aligned with our workflow designs and email templates.

‍The result

This programme has only just launched but initial signs are good, with engagement rates at the 60% mark.

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