The BSI marketing automation solution has now been in use at Transgourmet for two years, with over 350 personalized customer journeys (stories) in the meantime. We asked Remo Allemann, Head of Digital Marketing & E-Commerce:
Which stories to you implement?
Among other things, we map the entire customer journey of our customers in BSI. Starting with the welcome to activate new customers all the way to churn prevention and winback. In each of these phases, digital and analog measures or further stories are triggered automatically.
Is there a bestseller or a personal favorite?
We receive very positive feedback for our personalized newsletters (over 30k mails per week) and the development of the opening rates knows only one direction.
At the same time, we have automated the monitoring and maintenance of data quality (over 200k profiles) and have, for example, sustainably eliminated all duplicates.
Can the effect of more automation and higher personalization in customer dialog already be put into figures?
With the first phase of newsletter personalization, we were able to increase the open rate by more than 40%, while unsubscribes per mailing tended towards zero.
How has your work, your team's work and the organization changed?
Without customer testing and the courage to change, you won't get the results you hope for with a marketing automation solution. For an organization, the challenge lies in the infinite possibilities of such a solution and in identifying the "right" data points and trigger values.
For us, the days of mail merge in Word, Excel files with addresses and other tools are definitely over. We are able to handle a campaign directly in BSI, from customer selection to the creation of the means of communication (e-mail, letter or CRM order) to the sending of mails or printing of letters.
The beauty is that BSI CX is very easy to use and does not require a PhD or the study of long manuals. When a new employee starts at our company, he can build his own stories the very next day.
We were allowed to accompany Transgourmet on the way to more automation and personalization. Learn more about the introduction of marketing automation in the interview with Robert Schumacher, Director gateB, and Adrian Albrecht, former Head of Marketing at Transgourmet.
The reasons for more automation vary from company to company. However, an objective such as "I want to introduce marketing automation software" is not very promising. After all, data and systems are only ever a means to an end.
Customer Intelligence
gateB AG
Sennweidstrasse 35
6312 Steinhausen
Switzerland
Robert is a pioneer in data-driven marketing with over 20 years of experience in direct marketing. A lecturer at multiple universities, he specializes in digital and data-driven strategies. Since 2015, he has led business development for intelligent customer engagement at gateB, helping companies leverage data to enhance customer relationships, optimize experiences, and drive profitability.
gateB AG
Sennweidstrasse 35
6312 Steinhausen
Switzerland
Thank for your interest
You will receive an email shortly to confirm your address and subscription.
gateB Consulting, Inc.
815 Hampton Drive, Unit 1B
Venice, CA, 90291
USA
gateB Consulting, Inc.
815 Hampton Drive
Venice, CA, 90291
USA
Thank you for your interest
You will receive an email shortly to confirm your address and subscription.
