A call to arms across the industry to design for an emotional response to customer communications to deepen engagement and bolster impact
London, 21 February 2017: Amaze One, the CRM agency born from a fusion of digital creative experts, Amaze, and data specialists, Occam, are on a mission to address the need and importance of human insight for successful marketing programmes, in a world that is increasingly becoming programmatic.
With the impending GDPR legislation looming, it’s more important than ever before for marketers to be engaging with consumers on their terms through communications that add value to them – their attention needs to be earned. Creating emotional response is key to building trust, retaining the privilege to engage and ultimately what drives brand response and return on investment, something that many marketers are forgetting or forgoing by instead becoming lost in a foggy haze of data.
Humanising CRM is about just that, simplifying the complexity of interaction management and at the heart forging meaningful relationships with customers through the intelligent use of data, creative ingenuity and human insight. Amaze One is asking brands, organisations and marketers to challenge and question their approach to marcomms – as becoming truly customer centric is no longer optional.
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At an event held at The Shard last week, Amaze One worked with leading decision scientist and author of Decoded, Phil Barden, to show how behavioural science translated can be applied to CRM to drive the desired response of today’s consumers and demonstrated the link between true consumer insight, decision science, relevant personalisation and authentic engagement.
Speaking at the event, Janet Snedden, Deputy MD at Amaze One, commented: “Crafting communications that are emotionally appealing and connect with the consumer is in itself an art. There is a lot that marketing can learn from the ‘scientific method’ to develop our understanding of how we can design campaigns that deliver longer term success and relationships, not just one off clicks. With our reliance on data, more and more is becoming algorithmic with programmatic communications the staple that often lose sight of the individual – how they feel, experience and respond. In our 24/7 connected world, direct and digital communication happens in our personal space and we can forget that we are reaching out to people, not robots.”
“This is an area that marketers need to drastically improve on as when GDPR is in effect one wrong move or unwanted communication could see brands circle of reach dropping dramatically as customers switch off and that permission becomes more difficult to earn – we need to listen and understand our customers.”
Sarah Hooper, Director – Planning & CRM at Amaze One, added: “Somewhere through the maturity of CRM and our increasingly sophisticated technology and access to data the importance of human insight and the fact we are engaging with real people has been lost. Humanising CRM is all about re- addressing this balance – understanding that we as people are not rational and brands need to constantly build this into our insight and approach to deliver successful campaigns, marketing activity and programmes.”