Meet Lauren, our CRM manager
Meet ClearScore's CRM manager Lauren in this Q&A style blog
Our users are incredibly important to us at ClearScore. After all, they’re why we exist in the first place. In this blog we talk to Lauren, our CRM manager, about building personalised relationships, responding to last minute technical changes and Theodore Roosevelt’s oratory talents.
1. Please describe your job! What do you do?
I’m manager of CRM (Customer Relationship Management) here at ClearScore, which means I’m responsible for making sure our users are at the heart of what we do and that they enjoy a consistent experience across all of our channels.
As a data-driven company, we are focused on building a personalised relationship with every customer based on their behaviour and needs. This adds value to their lives and helps achieve our brand’s vision of demystifying the credit world and putting people in control of their personal finances. I do this primarily through email and push notifications. We have over 2.5 million customers, so that’s a lot of people to keep happy!
To achieve this goal, I work with our marketing, analytics and product teams to understand what we can offer as a brand that will benefit our users, and then make them aware of this through relevant, useful content at just the right time.
2. What made you decide to go into marketing and customer relationship management?
I’ve always been interested in understanding why people behave the way they do and what influences our decisions, and this naturally lead me to marketing.
CRM allows me to look at the big picture and behavioural trends through the huge volume of data we have, while also bringing it right down to the individual level as we deliver more and more personalised content.
3. What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?
With such a diverse community of users, an important goal of mine is to understand who our customers are in increasingly more detail so that we can better identify what they are looking to get from ClearScore. This allows us to deliver a much better service and add significantly more value to our customers’ lives.
As an online business, we have so much data that sometimes it can be difficult to identify which are they key metrics to track.
I tend to take a multi-level approach which includes detailed eCRM metrics and higher-level business goals. Every campaign can be measured using standardised KPIs such as Open Rate and Click Through Rate. This helps understand how effective a campaign was at driving the behaviour we wanted to achieve, such as inviting users to try a new feature.
But this alone does not mean we are hitting our wider CRM goals. To measure this, I look at a range of metrics which including how engaged our users are on a monthly basis, how long since last login, which areas of the site are visited most, our NPV (net promoter value) score and the recurring customer queries. All of these allow me to understand if we are delivering a consistent brand experience, sharing useful, relevant content and building lasting relationships with our customers.
4. What do you love about your job? What don’t you like?
I love that my job continually challenges me. Whether it’s coming up with a strategy to launch a new feature, AB testing to optimize an existing email programme, developing our customer segmentation methodology or working with our CRM agency to deliver beautiful emails, the variety means I’m never bored.
Something I don’t like? That’s a little trickier…sometimes things can change last minute as we respond to a new technical requirement. This can challenge even the best laid plans, but that’s all part of the fun of being a start-up and only adds to the sense of achievement.
5. What’s your favourite quote?
It’s a long one (and it changes from month to month), but at the moment it’s by Roosevelt in a speech to his troops:
“The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood, who strives valiantly, who errs and comes up short again and again, because there is no effort without error or shortcoming, but who knows the great enthusiasms, the great devotions, who spends himself for a worthy cause; who, at the best, knows, in the end, the triumph of high achievement, and who, at the worst, if he fails, at least he fails while daring greatly, so that his place shall never be with those cold and timid souls who knew neither victory nor defeat.”
But then I recently found out Miley Cyrus got part of this tattooed on her arm, so I’m less fond of it now.
6. Where’s your ideal London spot?
I love running and getting up and out before anyone else. When I lived in Islington, my morning runs along Regents Canal towards Victoria Park were always special.