• by Nina Lentini , Staff Writer @Nina_Lentini, August 21, 2018

Fandango’s Michael Ridgewell on CRM, “important thing is the R, relationships matter. Go beyond data ... engage our consumers in new, important ways. Influencing customer’s journey.”

You néed a holistic plan, then map the paths (first trailer, opening weekend), then personalize and measure the value.

”Balance heart and commerce for trust, especially between purchases,” he says. Between purchases, this is when you think about how often does a consumer buy from your organization?”

In between purchase periods, how do I get to a point where you like me. “If the experience isn’t seamless,“ it may not work.

“Yes, I’m in the ticketing business but I’d rather be in the REPEAT ticketing business.”

Keep customers happy, keep them coming back. Especially important with increased change, disruption.

Genuine relationship can cut through that clutter.

Next Best Action (NBA) “or something different in America, I don’t know.”

But what will we do with the data next? One size no longer fits all. Understand segmentation of audience. You say something different to someone who just came through the door than to those who have been with you longer.

From “hello” to “head over heels.” Conversation leads to a welcome, on boarding, a value proposition ... after that you become head over heels by personalizing experiences, sharing content and offers.

“Some customers are not that into you. Yet some might re-engage but others we need to let go. Balancing all that is the heart of the relationship.”

Best CRM strategy identifies where you are on a purchase cycle and then target someone to move them along the journey, Michael says. “My job is to get them to buy twice, then three times, four times.” How to measure from hello to loyalty: how healthy is your database?

Using next-best action enables you to use that knowledge to its best advantage.