I’m David Swift, CEO and founder of SwiftERM. I read an article recently by the CEO of an Email Service Provider, explaining that in his opinion the best way he found to get to know customers was to invite them into his office. I found this inordinately patronising and down-right idiotic. Everyone I know appreciates that to improve the service to your customers, you must “know” them, and that includes not only what they like or dislike, but the standards which serve those decisions. Still, I’d like to see him try and get the 500k from an average database in his office!
Without knowing and understanding how consumers think, you can’t build a successful ecommerce business. If you’re a small business owner, this idea can be frightening, particularly when you’ve invested a lot already. You might have a different vision of your company than that of the people you’re already selling to. Do you dump them and go again, or do you change, overcome and adapt as the Americans say.
The peculiar thing about consumers…
The peculiar thing about customers, and expressly evident when asking them to complete surveys, is that what they say and what they do can not only be different but be the exact opposite! Therefore when I offer that it is important to “know” your customer, by this I mean it is important to the point of knowing them better than they do themselves, or indeed at least more than they are prepared to tell you. No wonder customer loyalty is in decline.
When I devised SwiftERM, I appreciated this distinction and ensured we built in a 100% automated programme using a predictive analytics algorithm and finite solution for services above and beyond what the world had so far experienced. A tool which in addition to usual emailing campaigns, PPC, Google, Social Media Ads and SEO campaigns, delivered that rarest of jewels, and yet most lucrative; the ability to offer each consumer products which had the highest likelihood of them buying, in an email personal and unique to them.
This didn’t care what anyone else liked or bought, and thereby ensured it found un-tapped profits, offering products that particular customer wanted, at exactly the right moment. Here is a simple comparison: if you show a customer what they want or show them something you have pallets of and can discount, which do you think they will buy? Argue away, the jury came in years ago. The answer is “what they want” at a ratio which would make your eyes water, any surprise to the contrary would need to be worthy of a good actor.
Getting to know your customer…
Getting to know your customer doesn’t need to be an overwhelming process. But it can be if you have to do it manually, now that is a really daunting thought. Put yourself in the shoes of your consumer, at every conceivable time. Including in the bath, sat at their dining room table, in the garden, playing games, cycling, hiking, in bed on their tablet, bedsocks on and a glass of wine in hand, or stuck on the M25 seething at the women in the car in front, after all, it’s her fault there’s a queue, they picture what they want. By the next thought it often changes, but often it sticks, for a while.
We offer the means to appreciate each one, using every impression they make on your site, through which their preferences can be captured, their thoughts, nuances, likes, dislikes all poured into a reservoir of knowledge from which you can succeed. You can establish a deeper level of empathy and build trust among all your customers. SwiftERM brings honest and direct feedback on what your customers genuinely think about your products or service. It can’t be broken, your empathy grows with every click and impression created. No wonder it has such a positive effect on AOV, ROR, Open-rate and suppressions rate.
I have spent half my life watching consumer behaviour. I once went on a customer visit (the consumer variety not our clients), with members of the product management and research team. One of the researchers asked a customer what they thought about automation. Not surprisingly – they said they hated it. Strange then how the same individuals expressed one thing yet demonstrated the exact opposite in practice. Their purchase patterns enjoyed personal attention. Nobody likes to feel spied on, but if you were their favourite assistant in their favourite shop, they’d know your first name, where your children went to school and exactly what to put aside for them when they came in. There would be no offence taken for even knowing this.
While I respect many other systems and facilities, it gives me a lot of pleasure to speak to new subscribers at SwiftERM, after they have enjoyed their first experience, and arrived at the stage where they finally “get it”. That appreciation of an additional revenue stream, by-passing the whole back-office, both system and personalities, to very simply put the product that each individual likes, in front of them. The algorithm calculating exactly the right-time, with astronomically successful results. Indeed, one of our clients achieves an ROI in excess of 6000%.
There are large retailers with hundreds of staff working on marketing and their email campaigns. These are very successful household-name companies, but many who are likewise, beginning to appreciate there is more than one way to achieve their goal, and SwiftERM is a perfect complement to their existing efforts. We look forward to welcoming you one day.
We hope you enjoyed this article, intended to help improve our client’s profitability. It reflects the care SwiftERM offer. If you haven’t already done so, then please enjoy a FREE month’s trial and let us know what you think. Register, call us on 0207 998 3901, book a call with us https://calendly.com/swifterm/15min or Zoom ID 964 515 7464
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