March 26, 2018

Advanced CRM, marketing automation for SMBs (The Green Sheet) »

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Software-as-a-service company Womply recently launched Womply Engage, a cloud-based software platform designed to help small businesses keep track of customers while automatically building engagement. The automated system builds and updates customer profiles to create a customer directory, sending personalized emails to customers without any work required by the business, the company stated.

“Consumers are so distracted these days that customer engagement is critical, but busy business owners don’t have time to focus on it,” stated Toby Scammell, founder of Womply. “We’ve built a system that does the heavy lifting for them.”

Know, grow your customer base

Scammell went on to say that repeat business is the lifeblood of small businesses, but many small brick-and-mortar companies don’t know their customers beyond a few regulars. Merchants that don’t collect customers’ email addresses at checkout may have difficulty staying connected with them after they leave the store, he noted. It’s easier for ecommerce merchants to stay connected with their customers, Scammell noted, because everyone in the online world has a default email account. Brick-and-mortar businesses don’t have access to these email accounts. “Their customer records are typically a mess, if they exist at all,” he added. “Through data and software, we’ve solved this fundamental problem for small businesses so they can take charge of their customer relationships and improve marketing results.”

Customer directory

Womply’s new, updated Customer Directory, originally launched in 2017, uses transactional data to create customer profiles, which are then updated with each subsequent customer transaction. Merchants can also manually create or update customer profiles.

Merchants can peruse the searchable database to find and filter customer records, create personalized promotions and marketing campaigns, and drive repeat business. Customer Directory will automatically flag the top 100 patrons, establishing hierarchies based on customer average ticket, number of purchases and lifetime value to the business.

Customer engagement

Womply’s Customer Engagement uses advanced automation to facilitate meaningful relationships between business owners and customers. Merchants can upload a customer contact list and let the automated tools do the rest. Following are some of the Customer Engagement platform’s capabilities, as described by Womply:

    • Email campaigns: Automatically sends timely, targeted emails. These personalized campaigns can welcome new customers, reward loyal customers and win back inactive customers. Merchants can use a dashboard to track campaign performance.
    • Customer loyalty: Builds customer loyalty and encourages repeat business through holiday reminders, birthday greetings and other personalized messages. The platform can also gather feedback, encourage online reviews and help customers make reservations.
    • Customer relationships: Helps small businesses identify their customers by name, see customer lifetime value and purchasing history, and find customer email addresses. The platform will automatically send personalized emails to each customer to drive relationship value.
    • Enhanced reporting: Summarizes marketing campaign performance in weekly or monthly emails. These reports chart campaign results, allowing merchants to see how frequently their business is getting into customers’ radars and the resulting impact on revenue.

Partners, resellers welcome

Womply’s extended family of sales channel partners includes credit card processors, acquirers and ISOs. The company commended its partners for consistently improving customer retention rates and net promoter scores, while reducing attrition by an average of 17 percent. Womply’s products and services can help channel partners sell more services, while shifting the focus from saving money to adding value, the company stated.

“Small businesses have been at a disadvantage to big companies and ecommerce retailers when it comes to data for far too long,” Scammell said. “We’re finally unlocking data for small businesses, connecting it in the right ways, and creating more valuable and mutually beneficial relationships between small companies and their customers.”

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