You’ve created customer profiles, what’s next? Progressive Profiling.
What is Progressive Profiling?
The idea behind Progressive profiling is to continually roll out a series of questions, at timed intervals, to build a reserve of data about your customers over time. And, you won’t scare away new customers by bombarding them with questions.
With progressive profiling, marketers gradually gain vital intelligence into their customer, helping to convert new customers, generate loyalty, and identify changing trends faster.
To be successful, think about the relationship you have with your customers, the questions you want to ask them and, of course, the value you offer them in exchange.
Step 1: Build
As with any new initiative, you must plan. Start by asking yourself the following three questions:
- What information do I want to gather? What don’t I know that I need to know?
- How will I gather it? What system will I use?
- How will I explain the value to customers?
Now you answered these questions, you can start to draw out a plan.
Be careful to think strategically about when you want to collect each piece of information. For example, don’t scare off new customers by sending them a huge survey in one go. Space out communications so as to not overwhelm.
In this planning section, I would also spend time defining the goals of this program. What are you hoping to get out of it? How will you measure success or failure?
Note, in this instance, your KPI or goal does not need to be oriented to a conversion. Progressive profiling is essentially a series of micro-conversations about gathering further consumer data.
Step 2: Automate
In this day and age, marketing is automated. So use these systems to implement progressive profiling.
In your plan, you’ve already figured out what information you want to collect. Now, you need to create compelling copy that details the value to consumers and the optimum time to send.
Automation also allows you to make reports and track success more effectively.
Step 3: Evaluate
No marketing initiative would be complete without the analysis section.
After you test and launch your progressive profiling program, you need to take stock and evaluate the results. Did you meet your KPIs? Did you accomplish your goals? Did you gather the information effectively?
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