Blog 8 min read

How to use a CXP – segmentation and building customer experiences

A Customer Experience Platform is a must have for e-com and retail businesses – because the customer experiences you provide is crucial in order to grow! But what does it do, and what kind of experiences can you provide through a CXP? Keep reading and you’ll find out!

What can you do with a CXP?

The whole point of investing in a CXP is to replace all your multiple platforms – which all have their own set of data. Voyado’s CXP is also incredibly intuitive and anyone can use it successfully without being dependent on consultants. The platform includes six main features: CDP, marketing automation, loyalty, AI & predictions, campaigns, and insights. That alone is super cool because you get it all in the same platform.

Voyado allows you to work with, for example:

  • Very detailed segmentation lists
  • Create and design personalized emails and text messages
  • Set up endless amounts of marketing automation workflows
  • Work proactively and act before it is too late based on CLV and churn scores
  • Create different types of promotions – for example personal offers
  • Work with membership levels and gamification campaigns
  • Follow up on all your important KPI’s with tailored reports

These examples all allow you to work with different campaigns targeted to the right audiences, create personal workflows based on the customers’ actions and build a successful loyalty program. All this in one platform, so intuitive that you can do it all yourself – without being dependent on external consultants.

“Everything is easier now! We can be super flexible and come up with ideas in the morning and act on them the same day. That would’ve taken several days before.” –  By Malene Birger

How to work with segmentation in Voyado’s CXP

One of the most fundamental parts of the CXP is segmentation. That’s the key to all successful marketing campaigns! With this feature in Voyado, you can create the most detailed lists. Here’s an example:

Let’s say you are planning a campaign to promote face cream. It’s evident to find the right target audience for this campaign, so you head straight to the segmentation feature in Voyado. The segmentation allows you to create super-specific lists, including for example:

  • Age and gender
  • Purchased skincare products in the previous 6 months
  • Regular store
  • Membership level

When you have your list, you can start building your campaign. Create dynamic emails in the editor and set up text messages if you want. You can also create specific promotions to use in the face cream campaign.

Difference between a target audience and segments

There are two ways to work with segmentation in Voyado – target audiences and segments. Here is the difference between the two:

Target audience

These are the audiences you have strategically identified and who you will primarily target your marketing towards. Here are a few things that are good to know about your target audiences:

  • They should be the long-term strategic groups that you can follow over time
  • Target audiences are filter criteria in reports
  • They are dynamic but calculated once every night

Examples of useful target audiences:

  • Active 12 months – email / SMS, Made at least one purchase past 12 months + Reachable by email / SMS. Put efforts in converting active customers. They have greater potential to visit you soon again. Customers who haven’t visited you for long must be processed differently.
  • Inactive – Haven’t made a purchase past 18 months +reachable by email. You need to prevent inactivity before it’s too late. Identify customers with declining behavior and motivate them to visit you soon again
  • Member level – Create segments based on your different tier level criteria. Tiers are a great way to get your customers more engaged and are one of the best ways to customize your communication.

Segments

Create customer segments that you often communicate with, or just want to keep track of. Here is some information about your segments: They are dynamic and real-time, meaning they are recalculated every time they are used. All contacts that match the criteria for the segment will be included. Segments are not available as a criterion for filtration in reports. No limits, you can set up as many segments as you like.

Examples of useful segments:

  • Best Customers – Your most profitable customers. Can be based on RFM criteria (f ex R=5, F=5, M=5) or other metrics that define your best customers. Your most loyal and profitable customers deserve your attention and to be rewarded. Follow their KPIs to understand how they perform in relation to other members.
  • Campaign audiences – Create segments based on criterias that are most relevant for different campaigns you create.

Examples of the end-consumers experience provided by a CXP

We can go on and on about what you can do in a CXP and how to use the segmentation. But the most important part is how your end-consumers find the experiences you provide! So here are examples of both how you technically can set up experiences created through marketing automation, and also – how your customers experience it.

Automated workflow triggered by a clicked link – including social media ad

Company X, which sells niche sports articles in running, climbing, and hiking in Stockholm and Gothenburg, is going live with a spring campaign where they want to give tips and recommendations about different events, destinations, and products. In order to create personal and engaging workflows that lead to additional sales, they ask the recipients of the first email to click on the link that they are most interested in – the links are named running, climbing, and hiking.

Company X has prepared different marketing automation flows for each activity. When a customer clicks on a link, it triggers one of the workflows. In Voyado, Company X can also create different workflows depending on, for example, gender and geographical area. In each workflow, they have also added that the customer who is enrolled will be exposed to a Facebook ad after 5 days.

How the customer experience it:

Running enthusiasts Ina in Gothenburg receive an email from Company X during the same week she is planning her summer vacation. She sees that they can give tips and ideas about activities nearby her house during the summer – and since she loves running, she clicks on that option. After 3 hours, she receives an email from company X with tips on good running tracks, both on asphalt and in terrain, in Gothenburg. She also gets to see which running shoes are best suited for different surfaces in the email, and Ina clicks the shoes recommended for terrain since she wants to start running more in terrain. Five days later, Ina receives a text message with a link to tips on how to do interval training, and the same evening when she scrolls on Facebook, one of Company X’s ads appears. It shows a runner running at sunset, which makes her feel inspired and want to go out for a run asap!

After a few more days, Company X sends an email with tips on various running events during the summer plus personal product recommendations. Ina decides to sign up for a cross-country running event and she also clicks on the cross-country shoes that are among the recommended products that she buys!

Follow up on specific purchase – including a reminder

The company KC, which sells make-up works actively with marketing automation flows that are triggered by specific purchases. For example, they have set up an automation that is triggered when a customer buys a certain makeup foundation. In the same automation, they have added a final step that reminds the customer to buy a new product when it is likely to run out. 

How the customer experience it:

Viola has just bought a new makeup foundation after, among other things, reading the great reviews on KC’s site and she is looking forward to having it delivered as early as tomorrow. After three hours, she receives an email from KC telling them that they are very happy that she has chosen that particular product – including a link to a tutorial that shows how Viola best applies the new foundation. When Viola gets her product and tests it, she is very grateful that she got the video. Two days later, an email arrives from KC asking if she had time to use the product yet and if she is interested in the particular foundation brush and fixing spray used in the video. In the same email, they are included as recommended products, plus a brush cleaner. Viola immediately felt that she needed to replace her current brush so she buys one of the recommended ones and the cleaning as well, so that it lasts a long time!

Three months later, a text message arrives from KC saying that it may be time to buy a new foundation and a link to a direct purchase. Viola has been thinking about it for a few days and is happy that KC reminds her and makes it so easy to order a new one!

Summary

A CXP is the new black. Or the forever black – because Voyado’s CXP is constantly evolving.

We speak to key people in e-com and retail businesses on a daily basis, and they all want the same kind of platform – a CXP that has everything they need under the same hood. And as Voyado has less than 1% churn, we know that the brands who wholeheartedly trust and invest in Voyado are more than happy with the platform they get.

Want to see how all of this works IRL? Book a demo here. No strings attached.

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