A common customer profile is a definition of all the database fields that are relevant to your campaign and your customer. Building a common customer profile can help you to improve your communication campaigns with better engagement and results. The level of customer profile fields needed depends on a variety of factors, including your campaign complexity, frequency of communication and resources available.
Level 1: Basic
Example fields: First Name, Last Name, Country, Mobile Name
Level 1 is the most basic level required to build a customer profile, including all of the required data needed to conduct a basic campaign. The resources required to collect level 1 customer profile fields are relatively low and can be done through basic data collection activities such as web forms.
Level 2: Preferences
Example fields: Favourite Football Team, Nearest Store, Optimum Send Time
Level 2 customer profile fields aim to capture customer preferences, to allow you to implement a more personalised campaign. Aiming to collect details from customers or prospects at the first touchpoint can be off-putting. Collecting level 2 customer profile fields at a stage when a customer has already interacted or has gained some form of trust with your company would be an ideal time.
Customers and prospects don’t enjoy filling in the same contact details over and over again, and are wary about giving their details away, especially when it concerns a personal possession such as their mobile phone.
Level 3: Behavioral
Example fields: Last Purchase, Abandoned Shopping Cart Information, Web Page Visit
Level 3 customer profile fields focus around behaviour and engaging users based on triggered actions. For example, when a customer visits your website, adds a number of products to their shopping cart but abandons the cart, a follow up SMS based on their shopping cart can help revive the purchase from the customer.
Behavioural targeting has worked for email campaigns, with 152% higher click-through-rates for (Epsilon) triggered emails compared to traditional emails and those results show that behavioural targeting works.
The usage of customer profile fields will depend on your campaign and future usage of the data. If you don’t currently use this data, but hope to implement a behavioural targeted campaign sometime in the future, then assess the resources required to collect this data, as you may be better off reassigning your efforts elsewhere to activities aligned to your campaign, marketing and corporate goals.