This is a challenge for brands in high value markets, where a viable sales lead could be 8 touchpoints away. JG King approached us with this very problem. How do you introduce personalisation into complex, non-linear journeys?
With an idea to service every stage of the funnel, we identified a need to bridge the gap between their marketing and sales units. The growth team started by analysing the current state of JG King’s customer experience.
We worked closely with the client to identify opportunities to leverage customer experience as a sales driver, customer service and customer engagement tool. In order to move to full funnel lead generation, a unified messaging and data strategy would need to come into play.
When consumers interact with the JG King brand, there is no line between online and offline. In this landscape, an omnichannel approach delivers maximum impact. We developed a cross-channel strategy that would generate sales inquiries by unifying social, search, EDM, calling and SMS at each stage of the sales funnel:
Embracing the fluidity between online and offline behaviours is key in high-value purchases. Our call centre worked with JG King’s sales agents to give them help where they needed it most: pre-qualification, handover and database segmentation for future marketing efforts.
With our agents pre-qualifying leads within two hours of being generated, reporting on objections and integrating the data directly into the CRM, JG King’s sales agents were free to prioritise the hot leads and allocate resources accordingly.
Unify the cross channel customer experience between your database, paid and organic
To build an engaged community, keep your core messaging aligned across channels
Based on the user behaviour, demographics, funnel stage and lead score.