Visualizing Customer Movement to Capture Purchase Behavior ｜Lograph Inc.
|Location||203 Jyuho Building, 1-23-22, Hyakunincho, Shinjuku-ku, Tokyo|
Visualizing Customer Movement to Capture Purchase Behavior
Please introduce your company
We sell "Call Data Bank" which is a call tracking tool. A call tracking tool is a tool that analyzes phone calls made by people who call from advertisements or inquiries.
For example, if you look at a web ad and receive an inquiry from there, the moment you switch to the phone, you change from online to offline and we can't analyze it any further. By using the Call Data Bank, you can create a system that can handle offline data from phone calls in the same way as online data.
Why did you decide to implement MA?
Originally, I had been using separate tools for email distribution and IP analysis, but they were scattered all over the place and were quite difficult to use. We thought we could improve efficiency by consolidating the tools.
At the same time, we were also facing the issue of "lead acquisition" within the company. We wanted to nurture prospective customers and approach them with mail magazines so that we wouldn't lose the customers who accessed our website. For this reason, there was a lot of talk within the company about introducing an MA tool to capture leads.
At that time, I received an email just at the right time asking me if I would like to learn more about BowNow. That was the direct trigger.
What was the deciding factor for you to use BowNow?
BowNow was very easy to use. Including our call tracking tool, the foreign-made tools were not easy to use. To begin with, the interface is in English, and the way it is expressed is very foreign, so even the placement of the buttons is not easy to use. In that sense, it was very easy to read and use for Japanese people.
Then there is the price. I felt that the price was overwhelmingly good. I think it has high cost performance.
What kind of measures are you currently using BowNow for?
First, we changed the form. Now we can visualize the inquiries from the forms and manage them efficiently.
What helped us the most was email. I was able to set up a system where the acquired customers are directly listed, and emails can be sent, leading to nurturing.
To be honest, I hadn't been able to do this before. We used to use email tools, but we didn't know where to send what.
Also, it was very complicated to manage. I had to import the data from there to here again, and it was very troublesome to manage them individually. Adding new customers who inquired through the form to the data was a tedious task. It was very good to be able to manage them all in one place, because if something was omitted, it would remain omitted.
What specific results have you seen since you started your marketing efforts?
We are also visualizing the movements of the leads that we had attacked in the past and left untouched. There was a client who made a move when I was sending out a newsletter, and I took advantage of the timing to approach him. When I approached him, he said, "I've been thinking about it again". That's when I realized that this is the best way to use the product. It means that you don't miss out on the purchasing behavior.
The timing of tool purchase depends on the client's situation and environment, so it's a matter of force majeure, or something we can't control, but I think we were able to implement a series of measures to ensure that we don't miss the moment when the probability of purchase goes through the roof.
We also created a downloadable document. At the moment, it's just an overview of our company, but I think it will change if we create a document that can be downloaded more lightly, such as one about marketing that can be used universally.
【Future Outlook】Enhancing the accuracy of approaches to potential customers
What would you like to challenge in the future with BowNow and marketing initiatives?
At the moment, we are still in the process of setting up the system and making it operational, so we would like to be able to pick up information from here and approach them. Normally, we should share BowNow data company-wide and make a plan including how to launch advertisements, but that is still the next step.
Recently, I've been thinking that we need to improve the accuracy of our approach to potential clients, since we are currently just sending forms to clients who have IP analysis but no personal information after that.
It would be a shame to miss out on people who have come all the way to the price page, but have left the site without leaving the log. If we can get at least the address, we will be able to increase the number of leads, so we would like to take measures in this area.
I would also like to organize the industries and sectors. I'd like to find out the attributes of the people who visit our site. I would like to create materials for that industry, put them on the materials download page, or just create a receptacle for that industry in order to get more CV.
In the distant future, we would like to link MA tools with our call tracking tools. If we can send the phone numbers and inflow routes of users who call from the website or mail magazines to the MA tool, we will be able to create more accurate marketing strategies.
What do you expect from BowNow and Cloud Circus Inc. in the future, and what is your message to those who are considering implementing BowNow?
I think the most attractive point of BowNow is the onboarding. Many of these tools are sold and that's it, but your company did a good job of onboarding us until we got used to the buttons here and there. In fact, at this price, I was grateful that the person in charge was willing to teach me for an hour once a month. Even if a tool has a lot of functions, it's useless if you can't use it well or if it's not practical. I think it's a big advantage that they tell you how to use them.
I think it is a tool that is easy to use even for MA beginners.
I also appreciated the long follow-up and the parallel support from the person in charge when it was first introduced. The functions are simple, so it wasn't hard to get used to, but as I was using MA for the first time, there were times when I had trouble using it.
That's why I really appreciated that they set small goals for us, such as "let's do this first," "let's do this next," and "this is a good idea," and worked with us to solve them.
They gave us advice on what our company needed and how to do it according to our situation, so it was easy for us to visualize what would happen if this measure was successful.
BowNow is a tool that I like very much. I would like to use it more to get better results.
Thank you very much!