Homerun was created after spending two decades in the customer experience and marketing tech world and coming to the stark realization that something was wrong.
On one hand, companies have access to great tools, tons of data and skilled teams. They have set up complex systems that handle immense volumes of automated communication. Some of them successful, others less so.
On the other hand, customers have become overwhelmed with communication across every channel. Their tolerance of non-meaningful content has gone down to zero. We just don’t read those automated emails anymore - but they keep coming.
So, what's the problem?
Anyone can automate communication, and this has led to massive volumes of communication battering customers every day. The magic of meaningful customer interactions happens when it’s manual, but no one can do this at scale effectively.
The challenge is to leverage automation but maintain the relevance. This rarely happens, but when it does it has the potential for amazing results.
What does it have to do with baseball?
The truth is, we actually don’t know much about baseball, but we see some connections.
Winning the game of baseball represents succeeding in the large transactions in our world, while the runs are the smaller interactions and conversions. Most companies have focused on setting up teams and systems to win the game, without knowing how to win the runs. We have an idea on how to win the runs - and we sum it up in three fundamental points:
Laser focus on end user
Every company talks about being customer-focused, but so few actually walk the talk. If they did, they’d stop pushing out irrelevant and in-effective communication. Often, the end-user focus is translated into standard KPI’s or A/B testing. Which doesn’t really measure the experience of the end user. And no, measuring NPS is not enough.
Be meaningful or be quiet
How many emails do you get that contribute very little to your life? Most companies have relevant and meaningful things to say. It is just a matter of making it actionable and finding the right timing and channel. And If you don’t have anything meaningful to share, don’t send anything!
Smart use of data and AI
The company that collects the most data isn’t the winner. The company that uses the data to enhance the end user experience is! Whenever data or AI is leveraged for the purpose of becoming more meaningful and relevant it serves its purpose. It can be a matter of timing, channel and frequency just as much as which content or offer to send.
