SAP Hybris Cloud for Customer (C4C) comes with campaigns that afford you the opportunity to address a wide variety of recipients and provide them with news about your latest products or upcoming promotions. You get to build customer loyalty while improving the relationships with your customers. Typically, there are two different kinds of campaigns:
E-mail campaigns: You can send e-mails directly from within the system using an HTML template file. This template file governs the appearance, format, and content of the e-mail. Links to external satisfaction surveys or to those stored in your system can be conveniently added. Placeholders are available to customize the contents. All relevant target groups, campaigns, and marketing results are stored with the customer object, providing an instant overview. You will never lose track of your marketing activities again and can engage your contacts across all channels.
Phone and letter campaigns: Simply define an export file format with phone and address fields in the marketing section of SAP Hybris Cloud for Customer to ensure a successful campaign launch. Executing the campaign in the system will create a file that can be used externally to launch the campaign, for example using form letters in MS Office Word. This means you get to pre-select all relevant customers in the CRM system and store campaign execution information in the customer overview while being able to leverage the full functionality of your Office suite – giving you the best of both worlds.
A corresponding target group must exist before you can launch a campaign. A target group can be made up of your contacts, who can be selected as recipients of the campaign. In addition to the target group that is stored alongside the campaign, you can also define the campaign structure, determine the execution schedule (now, set date/time, repetition), and ultimately launch the campaign.
What’s more, you can also set up multistage campaigns. Use triggers (such as clicking on a link or sending out a form) to automatically perform actions such as sending an e-mail or creating a lead or activity.
And you no longer have to worry about complying with legal requirements as they are automatically met based on the system’s regional settings. In Germany, for example, it is mandatory to include an unsubscribe link in your newsletters before you can kick off your campaign. SAP Hybris Cloud for Customer checks this.
Once the campaign was carried out and successfully completed, SAP Hybris Cloud for Customer (C4C) gives you an excellent analytics tool that allows you to visualize and analyze the data generated along the way, such as the number of clicks per link, in insightful tables and charts. The image above is a good example of a graphical representation of e-mails sent and received.
The mass activity feature that was introduced with version 1608 provides yet another option for you to conduct campaigns. It allows you to determine whether the activity phone call or task is to be created in SAP Hybris Cloud for Customer for each member of the selected target group and what content to include. The selected employees or activity owner will receive automatic e-mail notifications informing them of their new tasks. In addition to providing you with the tools for traditional letter and e-mail marketing, SAP Hybris Cloud for Customer also allows you to control your in-house and field staff through campaigns.
How do you use your CRM system to run campaigns and increase customer loyalty? We’d love to hear about your experiences in the comments.
This post is also available in: German