Elise Rostaing

Transformation from Transactional Customer Marketing to Relationship Marketing:

In 2022 my team and I set out on a project to rethink and revamp our Go-to-Customer strategy structured around core activities: segment, engage, grow & satisfy. 

Our project roadmap aimed at delivering an end-to-end experience that is seamless, rewarding and empowering for all customers and develop the tools and information customers need to make themselves champion users and advocates for our brand. 

Key outcome: Creation of Onboarding & Nurturing Programs 

- Systematic and automated welcoming & onboarding tracks educating & empowering customers via persona specific & targeted content mapped with each step for the customer journey, delivered as self-serve via The Hive (our customer portal) and Journeys campaigns (our inhouse onboarding solution). Objective: Guide users through the discovery and first usage of critical LumApps functionalities. 

- Re-engagement campaigns for at churn-risk customer 

- Strong customer community engagement: communities become rituals for users and the HIVE their main source of knowledge and relationship with us. They foster belonging & recognition within a network that connects experts and peers. 

Customer journeys & experiences are optimized and personalized thanks to performance measurement and active listening. 

As a result of these renewed virtual touchpoints, we’ve seen an increase in engagement on our physical events. We increased our bi-annual LumApps User Exchange conference attendance by 60% in 2023, with an influenced pipeline totalling 3 million USD vs 1.3 million USD in 2022. Similarly, We’ve seen an increase in our customers’ willingness to advocate, notably with a 205% increase in reviews left on G2. 

Buyers within our market,  the Employee Experience solution market, understand that employees want to feel valued, informed about company news and strategy, and connected to both their colleagues and their company’s goals. They want flexible tools that support personalized and modern experiences to efficiently accomplish these goals in a way that aligns with their chosen style of work. Intranet providers and akin need to develop offerings which support inclusion, recognition and a sense of belonging for all employees regardless of where or how they work.

From these market expectation arise key challenges we need to tackle from a product development and market positioning standpoint: 

- Automation for knowledge workers 

- Emergence of remote & distributed Work

- HR’s Transformation to People Ops

- Customer Data Platforms & Employee Data Layers

- Human-centric Work Design

Despite economic turmoil, innovations in automation and artificial intelligence technology won’t be slowing down. On the contrary, according to Gartner research, we should expect to see more innovation in ways of working in the next 2 years than we have seen in the last 10. Winners in our market will need to build intelligent software solutions which  adapt continually to the changing needs and preferences of employees and the business and are  best equipped to educate our buyers and users on this vision of the Future of Work.