Take a very large group of aging Americans, added to the growing percentage of households with two working parents, and that equals a booming demand for more family care services. Millions and millions of people, both young and old, currently receive some level of professional care or supervision. This presents significant customer engagement opportunities for care providers hoping to attract and retain the customer loyalty of this booming consumer base.
To win out over the competition, however, caretakers and family daycare providers are going to have to do exactly what so many other businesses operating across vastly unrelated industries are also attempting to do. And that is to consistently offer personalized and omni-channel customer experiences that are relevant and meaningful to each consumer.
This is not news to Care.com. The family care services provider has just brought IBM on board to help build customer loyalty through a range of automated and behavioral CRM and customer engagement practices, which will be optimized for every individual. As a go-to global online source for both providers and seekers of child, senior, pet, and home care, Care.com currently caters to over 13 million users.
So to actually target such a vast audience, IBM will channel its extensive resources and capabilities through a powerful software platform called IBM Silverpop Engage, a cloud-based behavioral and data driven digital customer engagement engine.
"Providing an engaging experience that drives customer loyalty is a top priority for our marketing team," said Samantha White, Associate Marketing Manager at Care.com. "With Silverpop, we can better engage with users throughout their journey, while also providing our marketing team with deeper insights into each customer touch point. Moving forward, we plan to implement additional automated campaigns that use more behavior-driven content and personalization to further improve customer loyalty."
Specifically, IBM will help Care.com’s CRM marketing division in three key ways. Silverpop's automated behavior-based algorithms will begin by driving the Welcome Series, which consists of over 20 different introductory campaigns. Based on stated needs, wants, and preferences, each campaign features personalized images and email messages that target specific users after they complete the initial registration.
A second feature, titled Abandoned Cart, relies on an automated program that launches when a user begins to upgrade their memberships but fails to complete the process. After recently implementing this feature, Care.com has already purported to see a “substantial” increase in membership conversions. And finally, Reactivation Stream targets lapsed, disengaged, or dormant members with a highly targeted stream of “We Miss You” messages.
"In today's customer-driven world, highly relevant and individualized communications are what motivate buyers to engage with marketing messages," said Kyle Buckhout, Senior Marketing Associate at Care.com. "As the world of customer experience continues to evolve, sophisticated digital marketing technology will continue to be critical in driving success across all of Care.com's audiences."