But let's look at the four success factors in more detail:
1. Proof of concept – what do I want, what do I need?
Think about what you really need. But more importantly - about what you don't need. Your first step should therefore be to define a realistic setup using a proof of concept (POC) rather than spending lots of time sending out RFPs (Request for Proposal). Our advice: many tool providers offer a trial period of several months in which to test individual applications free of charge or for a nominal cost.
2. The perfect combination
Another important consideration when choosing your toolset is that your tools should complement each other. So find out whether the individual applications work well together. Is it possible to transfer information from your email campaign tool via a data mart to your on-site personalization and to link them to each other without any major manual intervention?
3) Don't hire an expert – become an expert
This might be a strange piece of advice to hear from a consultant, but – become your own expert! The medium-term goal of all of our consulting projects is to pass on our entire expertise to our client's team. How? By being open-minded, actively exchanging ideas with our clients, partners and the entire b.telligent network, and learning from each other.
4) Act, measure, learn. Develop a coherent e-commerce strategy and learn from your information
A coherent e-commerce strategy is particularly important for your customer relationship management. What does that mean? For one thing, breaking down silos. The marketing, sales, product, development and BI/CI departments all collaborate to operationalize the company's goals, actively share information and work together. Second, developing the customer. Get to know your unknown customer. Turn a known customer into an addressable one and adapt your content to engage their specific requirements. Third, implement a cross-channel strategy and find the right mix of print, POS, InApp, shop, etc. And finally: act and react iteratively! The approach that has long been standard in the software development sector also works well in campaign management. Apply what you have learned directly – from successes as well as failures – and use this to improve your future decisions. Optimize your processes "on the fly".