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Technologie en klantrelaties: hand in hand

Een engagement strategie

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Technologie en klantrelaties: hand in hand

Een engagement strategie

Rechten:

Samenvatting

Skydreams offers online industry specific marketplaces where consumers can find a qualified service professional for their home decorating or renovation projects. Next, Skydreams online marketplaces give business the opportunity to get in touch with customers. This research has a focus on the lead generation for businesses. According to sales manager J. Willigenburg (personal communication, march 29, 2017) a high level of competition and a low threshold for switching to competitors are the causes of the high number of customers, also called service professionals, who leave within the first year. The number of customers who stay after this period, we call the customer retention rate. This rate measures the number of customers retained over a given period.
The aim of this report is to find a solution for the low customer retention rate at Skydreams. Skydreams sees that in the first year of the relationship with customers, already 61% ended the relationship before the end of the first year. In order to get a more durable relationship, the customer retention rate must increase. To achieve this goal, Skydreams like to use their (1) digital knowledge and (2) upcoming platform; HomeDeal. With these two assets and a motivated team, Skydreams would like to see the future image being accomplished: a durable relationship with the service professionals. In a pre-research a link between online platforms and durable relationships between customers and organisations was found. This link can be defined as ‘customer engagement’. Customer engagement can be described as: “The intensity of an individual’s participation in and connection with an organisation’s offerings or activities”- (Vivek, 2012).
Regarding the motivation of Skydreams, a main question is given; “In what way should Skydreams implement the online platform ‘HomeDeal’ to create engagement with current affiliated service professionals?”
This report contains a study with an advice on how the platform can contribute to engagement and eventually a durable customer relationship. The advice is given form in a strategic marketing plan where a new vision and marketing strategy is formulated for Skydreams. In order to give this advice, both desk research and field research have been taken place. In field research, twelve service professionals have been interviewed. The topics of these interviews where focused on the service professionals needs towards the current activities and the possible extensions and online platform that Skydreams may offer.
The study has provided the following results: (1) HomeDeal can be used to create engagement with the service professionals when preforming social behaviour on the platform is made possible. (2) Engagement occurs when the experiences with Skydreams ‘s offerings and activities are highly positive. (3) All the offerings and activities must contribute to the motivation of the service professionals. (4) A value exchange between Skydreams and the service professionals has to happen in order to create customer engagement. (5) Long-term customer engagement only happens when the value creation is mutually beneficial.
The results of an internal research show that possible social behaviour consists of the following three points: (1) activities on an online profile on the platform, (2) sharing pictures of decorating and renovation projects and (3) sharing their industry related expertise. The results of the interviews show that the current offerings can be improved by upgrading the quality of leads and to personalize the way Skydreams offers their customer service. These results also show that the professionals are willing to share their pictures and expertise and be active on the platform. This offers them new ways to attract potential new customers. The value exchange has completed when de service professionals perform the planned social behaviour and Skydreams improves their current offerings.
At the outcome of the result, the advice is as follow:
First, Skydreams needs to expand their current marketing strategy to a strategy that focusses on the customer. This results in a new brand promise were all activities needs to be in line with. The new brand promise is as follows: “The helping hand to a filled customer base”. All activities should help the service professionals fill their customer base. Second, Skydreams needs to improve the quality of leads and their customer service desk. Subsequently, Skydreams is advised to expand their current offering with an online profile on the website and sharing their online marketing advice. Last, Skydreams needs to motivate the service professionals to actively use their new profile, share pictures of projects and their expertise.

Toon meer
OrganisatieHogeschool Leiden
OpleidingCommerciële Economie
AfdelingFaculteit M&B
PartnersSkydreams
Datum2017-10-31
TypeBachelor
TaalNederlands

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