By Isi Eromosele

Inbound Customer Marketing is the leveraging of every customer contact by offering each one of them a personalized product or service offers. Inbound customer contacts presents an opportunity to personalize communications with a customer who is interacting with your company by choice and is ready to share their needs. This customer contact could be made through a website, call center or a customer service representative.

Through advanced mechanisms, a company can capture customer information on issues such as their needs, lifestyles and purchasing preferences. This information would then be analyzed to generate deep insights about each customer. Predictive modeling is then used to anticipate customers’ tendency to make purchases. Real time algorithms analyze recent interaction with each customer that enables personalized offers, increasing the chances of success.

Other optional ways that Inbound Customer Marketing can be implemented for competitive marketing include installing applications across a variety of marketing channels that lack interpretive logic reasoning. An advanced mode would see Inbound Customer Marketing integrated across touch point channels to ensure a coherent marketing approach.

The proper implementation of Inbound Customer Marketing strategy enables companies to approach their customers with the right message, at the right time through the channel of their choice.

When a customer contacts the company to make a product or service inquiry or even file a complaint, a personalized and pertinent message would be communicated to them, ensuring an increased chance of success. Inbound Customer Marketing solutions present companies with opportunities to convert their contact touch points into increased revenue generating channels.

Essentially, an Inbound Customer Marketing implementation uses a mixture of customers’ historical, personal and related data to create a real-time profile of each customer. This profile, combined with real-time analytics and business rules assessments is used to deliver personalized, relevant and impressive offers to each customer. Channel touch points that have Inbound

Customer Marketing applications integrated into them help to deepen customer relationships with the company by offering customized products or services at customer initiated interaction.

The implementation of an Inbound Customer Marketing strategy should be executed in separate phases as a component of an overall marketing and customer relations strategy.

• The first phase would involve the development of deeper understanding and insights into customer needs, requirements and purchase behavior by utilizing customer segmentation and analytic tools.
• The second phase would focus on facilitating real time interaction applications to dynamically change customer characteristics that would drive unique offers.
• The third phase requires the integration of Inbound Customer Marketing applications across inbound customer touch points. This ensures a consistent customer experience across inbound and outbound customer channels. During this phase, operations, systems, people and processes should be reorganized within the marketing and sales department.

An additional feature that is available in some Inbound Customer Marketing applications is automated predictive analytical modeling, which adjusts personalized offer selection in real time based on customer responses to the initial offer. This negates the need for lengthy very lengthy modeling processes, which can result in improved targeting on many offers.

By leveraging cross channel customer data for inbound communications, new opportunities are opened up for new sales and vastly improve customer relations that ordinarily, cannot be accomplished through outbound marketing.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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