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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-driven decisions: how LUKAS-ERZETT enhanced their marketing with data-driven new customer communications
Every day, we make our decisions based on our gut: coffee or tea. The red sweater or the blue one. Ordering food or cooking it ourselves. Going to the gym or lazing 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. Because here, data and knowledge about customers determine success. The LUKAS-ERZETT GmbH & Co. KG has succeeded in no longer relying solely on gut feeling in marketing. Instead, it has created a system for data-based decisions - and thus paved the way for customer-centric marketing.
"We want to understand even better what moves, interests and concerns our customers - now and in the future. The goal is a focused alignment of 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-off tools. Globalization and digitalization had changed the competitive landscape on the market. At the same time, new generations of decision-makers were emerging, whose information and purchasing behavior differed significantly from that of the previous generation. LUKAS-ERZETT sensed that sales, their visibility in the market and the shopping experience for customers needed to be expanded.
Previously, marketing and sales decisions at LUKAS-ERZETT had been made primarily based on experience. However, the new requirements now brought the feeling that it was not enough to rely on personal impressions and the intuition of employees alone. In order to retain customers and generate new business in the future, it would be necessary to focus more on new needs as well. This required data on customer behavior. This was available in isolated cases. But there was no mechanism to ensure that they were converted into information flows and that the departments bundled them.
To focus their marketing, LUKAS-ERZETT looked to 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 her customers more in the focus of her communication. It has meaningfully supplemented emotion-driven decisions and created a system that bases its marketing decisions on reliable data.
How did LUKAS-ERZETT achieve this?
First, LUKAS-ERZETT looked at its customers from the inside in a workshop with netzwerk P . This enabled it to create a picture of what information was already available and what the customer journey looked like.
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 via in-depth interviews with real customers.
Based on these findings, LUKAS-ERZETT then defined a customer-centric new customer communication and developed a blueprint for future campaigns. Most importantly, communication channels relevant to customers were integrated into the concept (be where the customer is, with the right content!) and new contact options (direct consulting) were created.
In addition, LUKAS-ERZETT created and implemented a concept for data collection and processing in order to have a good and valid data basis for future decisions. A target-oriented data strategy serves LUKAS-ERZETT as a basis for the development of 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 activities 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 get a holistic view on the customer journey of the customers.
LUKAS-ERZETT has laid the foundation for higher customer satisfaction, more leads in the long run and measurable success of their 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.
