ERFM: How to understand customer engagement better than ever

VIENNA • LONDON • MUNICH • ZURICH • BERLIN • PARIS • HONG KONG • MOSCOW • ISTANBUL • BEIJING • SINGAPORE • DUBAI

“Relying on RFM means missing opportunities to build relationships

with customers who are likely to purchase in future, or to recommend the brand

to others.”

RECENCY

FREQUENCY

MONETARY

RFM CAN NO LONGER MEET

THE NEEDS OF CUSTOMERS – OR MARKETERS

“Forward-thinking retailers are already adopting an

ERFM approach. In doing so, they report big uplifts not

just in engagement but also in conversion rates.”

ENGAGEMENT

ERFM – understand customers

IN MUCH MORE DETAIL

RECENCY

FREQUENCY

MONETARY

Understand & engage your customers

BY ADDRESSING THESE FOUR QUESTIONS

ERFM can tell you who your customer is: It enables a far more sophisticated segmentation than traditional RFM

and allows you to understand customers, and their likes, habits and preferences,

in much more detail.

Understand & engage your customers

BY ADDRESSING THESE FOUR QUESTIONS

•  Enables far more sophisticated segmentation •  Gives insights into behavioural patterns •  Drives highly relevant interactions •  Simplifies automated,

personalised recommendations

The emerging

SCIENCE OF ERFM…

…and

TURN IN LEADS TO

•  Extended customer loyalty •  Increased customer lifetime value •  Strengthened retention •  Higher conversion rates •  Increased ROI

@Emarsys Emarsys

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