Customer Journey Strategy and Development

As an extension of The Cotswold Co.’s in-house marketing team, XCM provided an improved focus on targeted content by enhancing the customer journey framework. CoFounder and Director, James Birtwhistle said: “We’ve accelerated our customer engagement strategy more in 12 months than I’d ever thought possible”. By harnessing the power of XCM’s bespoke Customer Data Platform, HORIZON, and complementary analytical suite, optimum trigger points, journey length and product combinations were determined. Resulting in targeted and personalised content inside The Cotswold Co. communications.

The Challenge

• The need to establish a complete and 'closed loop' customer journey framework that enabled fast business reaction to fundamental customer lifecycle stages.
• To realise a substantial increase in the revenues generated via the existing Marketing communications outputs.
• To facilitate the need for more engaging, dynamic and personsalised customer communication content.
• To support and empower the internal Marketing team at The Cotswold Co. and to work with them collaboratively to become more self sufficient

The Solution

• Via our Marketing Communications Gap Analysis, we identified eight critical customer journey streams that could be deployed to not only generate additional revenue, but also to improve conversion, retention and relevance.
• We also targeted specific customer segments which were previously missing from the overall lifecycle communications strategy.
• Our analytical modelling also supported the existing customer communications, with efficiencies made to strike the right balance between continued customer engagement and increased revenue generation.
• Utilising the power of HORIZON and accompanying analytical suite, our analysis team determined the optimum trigger points, journey length and product combinations for each communication.
• Our CRM team then worked collaboratively with The Cotswold Co. Marketing team to build, execute and deploy the enhanced customer journey framework.

The Outcome

• 47% increase in associated incremental revenue within the first three months of deployment
• Improved focus on the provision of targeted and personalised content inside core lifecycle communications
• 848% ROI has realised by The Cotswold Co. as a result of the enhanced communications

About XCM

XCM partners with clients across diverse and numerous industries to build meaningful, lasting relationships and mutual understanding. XCM build cutting edge CDPs and integrate them with countless systems, and partners to provide a platform to unlock the true potential of your customers.

But we don’t stop there – from this advanced understanding XCM create tangible strategies and actions to power your marketing towards enviable business growth.

We support you wherever you need us, so if you don’t want to compromise at either end…let’s talk.