MAIN INSIGHT 17
Jennie Green
HEAD OF MARKETING
In your opinion, what are some key elements of effective customer acquisition?
Presenting information in various formats is really useful as people learn in different ways. Whether that be a blog, chatbot, online video, or speaking to them directly and explaining what that product is. There are always going to be people that don't want human interaction, so that digital experience is just as important as a human led one.
Also, it's really important that the backend systems are all integrated, so no matter what touchpoint the customer reaches, their journey is as consistent and seamless as possible, and the salesperson is aware when engaging with the customer, what they have read or watched prior.
How important is it to track buyer’s digital activity before proactively trying to market or sell to them?
I’m a big believer in tracking everything possible, you can then segment down and find smaller niche groups. People are individuals. They will have similar traits and pain points, but they're not a mass audience. For example, our company sells fuel cards which are pretty generic, but we offer a large range, and they will each have features that appeal to various types of audiences. So, it's really important for us to track their digital activity and gather data about them to guide them to the correct product and provide the best customer journey for them.
It's really important for us to track their digital activity and gather data about them to guide them to the correct product and provide the best customer journey for them.
We want to continue to offer them the choice of how to interact with us.
What are your future plans, as a company, when it comes to customer acquisition and creating a seamless buyer journey?
We will be implementing more self-service options for our customers, but we want to continue to offer them the choice of how to interact with us.
There are three routes of choice. The first is the digital route: you can go online, read the information, apply online and get credit checked. The second route is a hybrid option. They might start online, but if they experience issues or you see they are going back and forth in the journey, they get the option to talk to someone, and then it could switch back to a digital journey later on. Lastly, the third route is for enterprises who wish to talk to someone from start to finish.
Right Fuel Card is an independent distributor of fuel cards with a mission: simplify the fuel management of businesses across the UK. Edenred offers specific-purpose payment solutions for food, mobility, incentives and corporate payments. True to the Group's purpose, "Enrich connections. For good.", these solutions enhance users' wellbeing and purchasing power. They improve companies’ attractiveness and efficiency and vitalize the employment market and the local economy. They also foster access to healthier food, more environmentally friendly products and softer mobility.
