Post Sales Engagement with Contextual Cross-Selling
Convert your customers to brand evangelist with better recommendations.
Overview:
There's nothing more annoying for your existing customer than to receive irrelevant recommendations and offers for products that he/she already owns. The secret to converting a happy customer to a brand evangelist is to recommend well, with the right context and at the right time. Right context comes from understanding past transactional/browsed categories, right message depends on using user's interest in sending message across channels users are reachable on. And, the right time may be decided by doing a frequency gap analysis for past transactions. This journey helps in automating similar cross-selling requirement for any business using context pulled from 3rd party data sources.
To existing customers, post sales engagement is very important in order to maintain our brand presence. This should also be timely, relatable and through the right channels. Cross-selling is one part of post-sales engagement which not only ensures that the customer remembers our brand but also opens opportunity for added income through new applications for Loans and other services. In this journey, we see how we can cross-sell 'car loan' for an applicant who had applied for 'personal loan' previously.
Industry:
BFSI
Use Case:
Post-sales engagement: Cross-selling
Segments:
Car Loan Customer: Customer who has Purchased a Car Loan
Eligible for Car Loan: User who is Eligible for Applying for a Car Loan
Events:
Applied_for_personal_loan
Webengage.Track(‘Applied_for_personal_loan’, {
/*String*/
“First_Name” : Dummy,
“Account_Number” : 12345
“Email” : dummy@dummy.com,
“Contact” : 23456,
“Type_of_Loan” :
“Month” : December,
“Resident_status” : Resident,
“Residential_Address” :
“Occupation” :
“Office_Address” :
“Marital_Status” :
/*Date*/
“Loan_Disbursed_Date” :
“EMI_Due_Date” :
“Loan_Tenure” :
“Date_of_birth” :
“Anniversary_Date” :
/*Number*/
“Loan_Amount” :
“EMI_Amount” :
“Age” :
/*Boolean*/
“Eligibility_for_Loan” :
})
Step-by-Step Explanation:
- User enters the journey when 'Personal Loan' for Marriage is disbursed successfully.
- User waits within the workflow for 1 year from the date of previous loan disbursed.
- We now check if the user is in the segment ‘Car Loan Customer’ (Users who have taken a car loan ever)
- If not, we check the customer eligibility for Car Loan via 3rd party database query with APIs.
- If user meets eligibility criteria, we update Marketing CRM by updating user attribute corresponding to ‘Car Loan Eligibility’ Criteria to True.
- If the User is eligible, he enters segment ‘Eligible for Car Loan’.
- Workflow now checks channel reachability for the users on SMS.
- If not reachable via SMS, workflow triggers a personalised email with relevant 'car loan' recommendations the user is eligible for.
- else, workflow triggers a personalised SMS containing similar 'car loan' recommendations.
User profile data shown in the event meta data is used for pushing to 'Eligibility Engine' for querying for each user. Message personalisation may be achieved by acknowledging user about the last product purchased. Businesses may extend this workflow by selecting other channels users may be reachable on like mobile push, browser push etc.
Need help with activating this journey? Drop a mail at support@webengage.com with your query.