Canadian chain of automotive maintenance service centers Mr. Lube was challenged with customer retention and relationship management across the various touch points.
Before her session at MarketingSherpa Summit 2017, Andrea Shaikin, (Former) Director of Customer Experience and Engagement, Mr. Lube, sat down with me in the Media Center to discuss how her team approached the challenge.
Andrea said that the first and biggest issue (as it is with many marketers) was data.
“We had so much data. It was unbelievable. Transactional information going back 40 years, but we couldn’t use it for customer information. We didn’t actually know what people were doing [because] our unique identifier was the license plate, not the person,” she said.
The team had no clue how to meaningfully interpret the data to give people the information they needed at the actual time when they needed it. The team had to find a way to do that, without changing too many of the systems for the financial reporting purposes.
The demographics in Canada and the U.S. are shifting. In Canada, specifically, more than 10 groups represent a significant portion of the population. There are about a million Chinese, a million Italians, a million Southeast Asians, etc.
More and more Canadian marketers are watching these demographics. They’re tailoring marketing programs to them, says Jan Kestle, Founder and President of Environics Analytics. She says the financial services and telecom sectors have taken the multicultural marketing lead in North America.
It’s no surprise that Canada leads the world in online banking usage. It’s a testament to information I found while reporting a two-part special report on marketing to Canadians. They have better access to broadband than the U.S. and Canadians tend to spend more time on the Internet. Read more…
Online consumers want a personalized Web experience, according to a recent survey conducted by MyBuys/The E-tailing Group. Out of the 1,345 consumers surveyed, 77% said they have made additional purchases based on a merchant’s personalized recommendation.Read more…
There’s a lot to be said for marketing to one of our closest neighbors, Canada – especially when their economy (and dollar) is strong, and ours remains weaker.
There is plenty of opportunity for B-to-B marketers targeting Canada. I discovered this opportunity while doing research for a special report on marketing to Canadians.
Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.
