Engaging customers and gaining loyalty

Care.com, an online destination for finding and managing family daycare, has chosen a marketing automation tool to target and individualize communications and improve customer loyalty.

Because Care.com has just a small internal marketing team and more than 13 million users—including providers and seekers of child, senior, pet and home care—the company chose IBM Commerce Silverpop technology to improve its e-mail marketing communications and to personalize its messages.

Samantha White, associate marketing manager at Care.com, says, “Providing an engaging experience that drives customer loyalty is a top priority for our marketing team. With Silverpop, we can better engage with users throughout their journey, while also providing our marketing team with deeper insights into each customer touch point. Moving forward, we plan to implement additional automated campaigns that use more behavior-driven content and personalization to further improve customer loyalty.”

The Care.com marketing team employs a variety of Silverpop’s behavior-based automated programs, designed to provide a consistent experience from initial interaction to a loyal customer. By automating various programs, Care.com can achieve a level of personalization that would not be possible in a manual process, according to IBM.

The marketing team also uses surveys to keep track of customer satisfaction, both with Care.com overall and with the type of communications they receive. The team uses those responses to tailor marketing messages and provide a stronger customer experience.

Kyle Buckhout, senior marketing associate at Care.com, says, “In today's customer-driven world, highly relevant and individualized communications are what motivate buyers to engage with marketing messages.”

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