This scoring system is known as customer scoring.
As soon as a customer or prospect is registered in the database, the company associates a score with him or her.
By highlighting the most interesting and high-potential profiles, customer scoring has a direct impact on the performance of marketing campaigns.
In order to achieve efficient scoring, you need to define your objectives beforehand. Scoring criteria vary from one company to another, whether the aim is to increase sales, boost conversion rates for e-mail campaigns, increase the number of visits to the company's website...
The more complete, reliable and honest the data stored in the database, and the finer the segmentation, the better the customer scoring.
All types of data collected contribute to customer scoring:
- Socio-demographic data: age, gender, marital status, occupation.
- Behavioral data: purchasing habits (what, when, how much, how), website navigation, time spent consulting offer pages, shopping cart abandonment, email open rates, customer service interactions, reviews...
- Psychological data: interests, opinions.
Some sectors use customer scoring for other purposes.
The banking and insurance sectors use this type of tool to assess the risk of a prospect or customer. This is known as credit scoring(EnsoFinscore solution ). This concept can be used to evaluate the interest rate on a loan, or the guarantees needed to be included in an insurance contract to best protect a company's activity, for example.
A customer's scoring evolves throughout his or her life. Calculated at a precise point in time, it needs to be regularly updated with data collected on an ongoing basis. Changes in scoring can modify the segment in which the customer falls. In this way, the company can assess the maturity of the customer's purchasing act.
The customer database must therefore be checked, validated and enriched on a regular basis. Companies that have integrated the notion of customer scoring work in concert with Data Quality Management solutions.
Data Enso's DQM solutions meet the needs of optimizing the collection and quality control of your prospects' and customers' data. Our solutions enable you to validate the information retrieved from your forms in real time, or to update your existing database using batch processing.