Senior CRM Account Manager

Acteol (an Access Group company) is an enterprise CRM solution for the hospitality, retail and leisure sectors that helps operators track every guest interaction to create a powerful Single Customer View.

Acteol

Dec 2020- Present

Senior CRM Consultant working with The Ivy (TROIA restaurants), Caprice, Stonegate, The Adventure Bar Group, Pure, Wasabi, Hawksmoor, Hall & Woodhouse. Responsibilities include:

Interpreting and reporting on high volume customer data to provide clients with insight and opportunities to leverage the data. Includes ePOS, wifi, guest feedback, website, reservations, gift card, e-commerce, loyalty apps, and social.
Strategy development – customer acquisition, re-engagement and retention strategies.
Devising segmentation strategies through competitions, surveys, data capture campaigns and more.
Creating bespoke and dynamic content plans for customers based on their activity and interest areas.
End-to-end campaign implementation & management – brief taking, scoping, creative process, development, testing, deployment, and post-campaign analysis.
Adopting an omni-channel approach to enhance all direct customer communication through email, push, SMS, in app messaging and loyalty in order to grow retention rate and ultimately increase LTV.
Working with clients to develop innovative customer loyalty programs that maximize profit margins.
Engaging stakeholders and build business cases to support recommendations.
Delivering training and updates to the global CRM software (Atreemo).
Feeding in recommendations to improve CRM software with client needs and pain points at forefront of mind.
Proactive in identifying new industry trends to improve customer journey.
Solid understanding of APIs and integrations.
Working collaboratively with integration partners and agencies.

PURE CASE STUDY

Loyalty and Click & Collect Program

Pure.

In the first 6 months over £700k direct spend was attributed to customers who made a click and collect order on the app within 14 days of receiving a Pure email.was About Pure.

Pure offer healthy food-to-go from 20 stores across London and at Gatwick Airport. Serving breakfast, lunch and coffee made fresh on site daily.

Objectives

Implement a click and collect ordering process using an app to streamline 360 customer journey.
Reward loyal customers and incentivise new customers.
Gain insights into purchase behaviour to improve customer retention and LTV.

Strategy

Pure partnered with app provider, 5Loyalty, who specialise in loyalty programs that allow customers to receive offers, collect points and place orders on desktop and mobile via a Pure branded app. This involved leading the integration between 5L and Acteol using APIs so that we could:
- Receive customer data in real time
- Map transactions back to the customer profile.
- Display vouchers generated by Atreemo (Acteol’s software) in the app and redeem vouchers at the basket.
Working in partnership with 5L, I mapped out and created automated campaigns at multiple customer touch points.
Using the Atreemo Loyalty module, I worked with Pure to provide a subscription-based membership loyalty progamme. It offers a points equals cash scheme as well as surprise and delight offers. Atreemo acts as the loyalty engine managing points allocation and issuing vouchers redeemed within the app.
Implemented a customer acquisition strategy using a refer a friend mechanism.
Created a post-visit automated journey requesting click and collect customers complete a feedback survey.

Result

46% of customers who are paying members made over 10 visits in the 12 months from launch. This includes periods of store closure due to covid.
5L’s ability to take payment on the app enabled us to directly link a Pure customer in the Atreemo database to a transaction. As a result in the first 6 months over £700k direct spend was attributed to customers who made an order on the app within 14 days of receiving a Pure email.
Ability to identify favourite items on the menu and least purchased to influence product development and operations.
In-depth customer insights into frequency, basket (size and products), favourite day of the week and favourite time of day to allow hyper targeted marketing campaigns.
The automated post-visit feedback survey fed back to the operations team in real time so changes could be implemented swiftly.