Five learnings from the BSI Customer Summit for customer and lead management
Around 400 guests came together virtually at the digital customer conference held by software manufacturer BSI on November 3 and 4, 2020 with the theme "Wow. Now.". The more than 35 expert presentations focused on how companies can create inspiring customer experiences, but also how they can get through times of crisis in an agile and resilient manner.
1. person instead of persona: artificial intelligence enables hyper-personalization and segment-of-one.
Is there art in artificial? That's what Dennis Lück, advertiser of the year and Switzerland's most awarded creative, wanted to know and had his keynote speech written by an artificial intelligence (AI). AI offers marketers the opportunity for "automated marketing personalization", was one of his conclusions. Instead of continuing to work with personas, it makes it possible to serve each individual person personally. A person instead of a persona, so to speak. Find out what else Lück took away from this creative experiment here:
2. man and machine: the relationship management of the future needs software and people.
Chris Rusche, Chief Product Officer at BSI, emphasized how important the combination of software and people is. If employees do not have the right mindset and the right skills for the future, even the best software is useless. "Artificial intelligence or not, both components are needed: People and machines. Software and people multiplied, that's the recipe for success for the relationship management of the future!" says Rusche.
3. storytelling and automation: To manage complexity, companies need to automate and tell good stories.
People love stories. This was emphasized by Nils Hafner, professor of CRM and customer relationship expert, in his presentation. Therefore, in order to meet the constantly growing number of touchpoints and customer expectations, companies must not only automate, but also think carefully about which story or stories they tell. To do this, companies need to listen carefully to their customers and know their relationship model. "Rule no. 1: Don't annoy your customer! Rule no. 2: Systematically please them where you can, but first find out where you can," Hafner sums it up.
4 Let's trigger: Why companies should try trigger-based marketing.
Robert Schumacher, a pioneer in data-driven marketing, is convinced that personalization in customer relationship management requires new approaches. His plea: companies should move from an offer-based campaign approach to a customer-oriented, trigger-based interaction approach. It is no longer the companies that determine the timing of communication, but the customer themselves triggers an automated communication measure through their behavior. Watch the video to find out what this could look like:
5. let's play: How we make use of the human play instinct and what we can learn from gaming for marketing.
We all have a natural urge to play. But how do we awaken the Homo Ludens in us? And how can game design be used to inspire us in a playful way, even in non-game contexts? Anna Martin-Niedecken, Co-Founder Sphery and Senior Reseracher at the ZHdK, demonstrated this in her keynote. Watch the video to find out more about the Magic Circle and the Flow concept:
