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From gut to data-based decisions: how LUKAS-ERZETT enhanced their marketing with data-driven new customer communication
From gut to data-based decisions: How LUKAS-ERZETT expanded its marketing to include data-driven communication with new customers
Every day, we make decisions based on our gut feeling: coffee or tea. The red sweater or the blue one. To order food or cook it ourselves. To go to the gym or to laze around. Moments when gut decisions are absolutely right. But there are also cases where we should consciously not listen to our gut. For example, when it comes to marketing communication. This is where data and knowledge about customers determine success. LUKAS-ERZETT GmbH & Co. KG has succeeded in no longer relying solely on gut instinct in marketing. Instead, it has created a system for data-based decisions - and thus paved the way for customer-oriented marketing.
"We want to understand even better what moves, interests and concerns our customers - now and in the future. The aim is to focus our customer orientation."
Mr. Conrady, Head of Marketing & E-Commerce
LUKAS-ERZETT GmbH & Co. KG
About the performance Customer centricity
LUKAS-ERZETT GmbH & Co. KG
Employees: approx. 650
Industry: Milling, grinding, polishing and cutting-off tools
LUKAS-ERZETT GmbH & Co. KG found itself in a difficult situation as a manufacturer of milling, grinding, polishing and cutting tools. Globalization and digitalization have changed the competitive landscape on the market. At the same time, new generations of decision-makers were emerging who differed significantly from the previous generation in terms of their information and purchasing behavior. LUKAS-ERZETT sensed that sales, their visibility on the market and the shopping experience for customers needed to be expanded.
Previously, marketing and sales decisions at LUKAS-ERZETT had been made primarily on the basis of experience. However, the new requirements gave rise to the feeling that it was no longer enough to rely on personal impressions and the intuition of employees alone. In order to retain customers in the future and generate new business, it would be necessary to focus more on new needs. This requires data on customer behavior. This was available in isolated cases. However, there was no mechanism in place to ensure that it could be converted into information flows and bundled by the various departments.
To focus its marketing, LUKAS-ERZETT sought out netzwerk P , a partner that specializes in customer centricity.
Changed competitive environment
Intuitive decisions in marketing and sales
Customers' unclear expectations of their shopping experience
Inconsistent campaign management
"Particularly important to us was the technical support to discover and fill the knowledge gaps, as well as the project structuring and organization."
Mr. Conrady, Head of Marketing & E-Commerce
LUKAS-ERZETT GmbH & Co. KG
With the support of netzwerk P , LUKAS-ERZETT has managed to put its customers at the center of its communication. It has sensibly supplemented emotion-driven decisions and created a system that bases its marketing decisions on reliable data.
How did LUKAS-ERZETT achieve this?
First of all, LUKAS-ERZETT held a workshop with netzwerk P to look at its customers from the inside. This allowed them to get an idea of what information was already available and what the customer journey looks like.
In order to analyze who the current and future customers really are, LUKAS-ERZETT next used personas to determine typical new customers. The assumed characteristics and needs were verified or, if necessary, revised through in-depth interviews with real customers.
Based on these findings, LUKAS-ERZETT then defined customer-oriented new customer communication and developed a blueprint for future campaigns. Above all, communication channels relevant to customers were integrated into the concept (be where the customer is, with the right content!) and new contact options (direct advice) were created.
LUKAS-ERZETT has also created and implemented a concept for data collection and processing in order to have a good and valid database for future decisions. A targeted data strategy serves LUKAS-ERZETT as a basis for developing the required information flows and enables a more targeted customer approach in order to reach new customers. This is because the success of marketing and sales measures can be measured and employees no longer have to rely solely on their gut feeling as to whether something is well or poorly received. LUKAS-ERZETT has placed its customers at the center of its marketing and sales activities - based on facts and figures. This is the only way to gain a holistic view of the customer journey.
LUKAS-ERZETT has laid the foundation for greater customer satisfaction, more leads in the long term and measurable success of its activities.
Decisions based on data
Knowledge of customer needs
Blueprint for future campaigns with customer centricity
Measuring the performance of campaigns
"Understanding customer needs and metrics help us efficiently deploy our resources, increase our productivity and succeed where we develop the highest potential."
Mr. Conrady, Head of Marketing & E-Commerce
LUKAS-ERZETT GmbH & Co. KG
Learn how to make your communication customer-centric here.
