Reuse of lost leads and customer phase management ｜IGREK COMMUNICATIONS
Mr. Yuichi Katsura, Web Design Division, IGREK COMMUNICATIONS
Reuse of lost leads and customer phase management
IGREK COMMUNICATIONS
| Location | 1-10-24 Shinmachi, Yotsubashi YH Building 4F, Nishi-ku, Osaka-shi, Osaka |
|---|---|
| Business Activity | Operation and sales of self-ordering systems for restaurants |
| URL | https://self.ipad-solution.com/ |
Pay attention how to utilize BowNow for customer management and re-engage with dormant leads
Please introduce your company
Mr. Katsura: We operate and sell a self-ordering system that has been installed in over 1,000 restaurants nationwide, and our system, which allows customers to place orders from iPads and smartphones, is characterized by its freedom of layout and the ease with which each restaurant can present its own unique features.
Our mission is to improve the quality of customer service and support the sound operation of restaurants through IT solutions, and we aim to realize a "society where people can go out with peace of mind" and rebuild a society where people can connect with each other with peace of mind through measures against social distance and new and comfortable user experiences.
【Challenges before implementation】I've got my eye on reusing the lost leads.
At that time, I felt that suddenly attracting a large number of potential customers to the website, getting inquiries and other conversions, and linking them to orders would take a lot of effort and time, and would be too hard for me to do alone.
That's why we focused on nurturing and reusing the lost leads from the existing leads. Until then, we did not have a clear standard for managing the phases of existing customer lists, and each salesperson made decisions based on his or her own senses, so we felt that we needed some kind of tool to manage customer phases.
【Selection Points】Free plan and ABM template were the deciding factors for implementation.
What was the reason why you chose BowNow?
Mr. Katsura: We had previously used an SFA tool from a well-known overseas vendor, but it was cancelled after it failed to take root in our company, so we thought that the cost of implementation and ease of operation were important. While we were considering various tools such as customer management tools, we found out that BowNow had a free plan and decided to give it a try first.
Another thing we liked about BowNow was that the ABM template function was set up to automatically divide leads into phases in advance. Since our existing leads did not have phase definitions, it was very helpful for us to be able to start without spending a lot of time defining them.
Later, after using BowNow's functions such as analyzing the logs of leads that went through the forms, we wanted to set up more forms, so we switched to the paid plan relatively soon. I think it was also good that the price of the paid plan was easy to try.
【Measures and Usage】Implement phase management with ABM templates.
What kind of measures are you currently using BowNow for?
Mr. Katsura: For leads who have lost orders, we send out email newsletters with information according to the reason for the lost order, or we set up white papers and approach those who have downloaded them.
Specifically, in emails to lost order leads, we measure their interest by clicking on the URL in the email and determine whether to nurture them again or approach them individually. In the white paper download form, we set up options for consideration level in the questions, and depending on the answers, we set actions such as "lead to web seminar" or "lead to article page".
We also work together with our sales team members on the phase management. In our company, a lead who has received an inquiry is basically put into an "appointment" in the ABM template. After that, the sales team determines whether the probability of receiving an order is less than 70% or greater than 70%, and if the probability is less than 70%, the lead is placed in the "visited" category.
It took many internal reminders before these operational rules were firmly established, but now sales members are logging in to BowNow habitually, and it has become a well-established rule.
【Future Outlook】Expand my business to include acquisition of potential customers and inside sales.
What would you like to challenge in the future with BowNow and marketing initiatives?
Mr. Katsura: Currently, we are reusing existing leads and conducting whitepaper activities for the emerging customer base. While proving that we can achieve results with activities for the emerging customer base, our challenge in the future is to further expand the population and acquire leads from those with potential needs.
In the future, we would like to expand the number of white papers for potential customers and approach people who have downloaded the materials through inside sales, and we are currently gathering various information and creating talk scripts for inside sales.
【Customer's Voice】BowNow is a very "cost effective" tool!
Please tell us your message to prospective customers and what you expect from BowNow in the future.
Mr. Katsura: Web marketing is a time-consuming and labor-intensive process, and with limited organizational resources and costs, it is important to know how far you can keep your foot on the gas pedal. In that sense, BowNow is a very "cost effective" tool, and I think its low cost burden and easy-to-understand functions are suitable for us to "try it first" and continue.
In terms of functionality, we are also using BowNow for customer and phase management, so we are looking forward to the addition of custom fields for each customer's unique information!
