Recently, our co-founder and Managing Director, Mark Maclure, was invited to talk to Iain Pringle along with Adam Posner on the Loyalty Podcast to discuss loyalty in the B2B sector.

A great point raised by Iain is that often loyalty programmes and composing the loyalty proposition can be “a catalyst to get better data and digitise the company”. This week in our Wednesday Wisdom our Account Director, Alice, demonstrated one of our brand-new sites to the team, a Customer Contact System, which will sit alongside the wider loyalty offering.

Over the last 6 months, the team have been working with a client in the Plumbing and Heating industry to develop a system that can segment customers into lifecycle segments  (based on the amount the customer spends, the length of time the account has been open, the length of in-activity, etc.), provide contact prompts to staff and provide visibility of the overarching customer trends as well as the individual picture of an account.

This new visibility on an individual account basis and how they fall into the overall customer picture will provide the business with the information they need to move customers through the lifecycle. Using the data generated, we will be able to provide personalised and relevant details and offers to customers and have the ability to track and monitor the impact the activity has on the conversion of accounts to Loyal and VIP customers.