Key Challenges in this Category
Extend CRM Consents
Encouraging contacts to opt in on multiple channels (Email, Push, RCS, WhatsApp) to maximise CRM reach and relational value. A multi-channel contact often generates significantly more value than a mono-channel one.Connected Use Cases: 2
App Adoption & Activation
Converting app downloaders into regular active users. The app is the richest channel in behavioural data and the most direct for real-time personalisation.Connected Use Cases: 1
Leveraging NPS for Personalised Communication
Using the NPS score and product reviews to differentiate communications based on individual satisfaction. A promoter and a detractor should not receive the same message.Connected Use Cases: 2
Connected Use Cases
| Use Case | Role in engagement challenges |
|---|---|
| Opt-in Banner | Proposes the most relevant opt-in based on missing channels |
| Drive to Store / Web / App | Directs towards the most relevant channel with contextual incentives |
| Live Polling | Collects preferences and qualifies audiences |
Required Datasources
| Datasource | Primary usage |
|---|---|
| CRM 360 | Contact preferences, channel opt-in status |
| Workflow Events | Exposure history, interaction data |
| NPS | Satisfaction scores, survey response history |
| Navigation | On-site and in-app behavioural data |