ERFM: How to understand customer engagement better than ever
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Transcript of ERFM: How to understand customer engagement better than ever
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VIENNA • LONDON • MUNICH • ZURICH • BERLIN • PARIS • HONG KONG • MOSCOW • ISTANBUL • BEIJING • SINGAPORE • DUBAI
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“Relying on RFM means missing opportunities to build relationships
with customers who are likely to purchase in future, or to recommend the brand
to others.”
RECENCY
FREQUENCY
MONETARY
RFM CAN NO LONGER MEET
THE NEEDS OF CUSTOMERS – OR MARKETERS
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“Forward-thinking retailers are already adopting an
ERFM approach. In doing so, they report big uplifts not
just in engagement but also in conversion rates.”
ENGAGEMENT
ERFM – understand customers
IN MUCH MORE DETAIL
RECENCY
FREQUENCY
MONETARY
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Understand & engage your customers
BY ADDRESSING THESE FOUR QUESTIONS
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ERFM can tell you who your customer is: It enables a far more sophisticated segmentation than traditional RFM
and allows you to understand customers, and their likes, habits and preferences,
in much more detail.
Understand & engage your customers
BY ADDRESSING THESE FOUR QUESTIONS
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• Enables far more sophisticated segmentation • Gives insights into behavioural patterns • Drives highly relevant interactions • Simplifies automated,
personalised recommendations
The emerging
SCIENCE OF ERFM…
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…and
TURN IN LEADS TO
• Extended customer loyalty • Increased customer lifetime value • Strengthened retention • Higher conversion rates • Increased ROI
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@Emarsys Emarsys
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