Business Plus

Customer Satisfacti­on

ActiveCamp­aign helps online vendors improve customer experience of their shopping journey. Try it out and you’ll be supporting Irish jobs, writes Darren O’Loughlin


The Covid pandemic proved to be a great persuader in turning more SMEs onto e-commerce and digital marketing. However, finding, keeping and communicat­ing with customers is a time-consuming process with many moving parts. Helping to bring it all together is ActiveCamp­aign, which promises to optimise the customer experience (CX).

That’s the pitch from John Lamphiere, the company’s regional Vice President. Founded in 2003 in Chicago, ActiveCamp­aign’s cloud platform helps online vendors tailor and automate core CX elements such as email marketing, customer relationsh­ip management, sales automation, website messaging and customer service.

Though the venture has been on the go for 18 years, customer experience automation has only gone into overdrive in the past five years. ActiveCamp­aign started in 2016 with 15 staff and now the headcount is up to 850. Annual recurring revenue currently runs to $160m, and the company recently raised $240m in a Series C financing round. This brought total financing raised to date to $360m. Operating from Chicago, Indianapol­is, Sydney and Dublin, ActiveCamp­aign says its platform handles four billion weekly automated ‘experience­s’ and 150 million monthly automated campaigns.

Integratio­n is a key selling point for ActiveCamp­aign. The platform can integrate with Shopify, WordPress and Facebook and draw on the customer data from these apps for better CX automation. The company’s price plans range from c.€10 per month to c.€200 per month, depending on the size of the customer contact database.

Lamphiere is based in ActiveCamp­aign’s European headquarte­rs in Dublin, which opened in 2019. Currently employing 100 people, adoption of the platform seems to be going well, as the company recently announced plans to triple its headcount in Ireland by 2023.

“We have 145,000 customers globally and we’ve added about 50,000 new customers since the start of the pandemic,” says Lamphiere. “A lot of the new customer acquisitio­ns is down to small businesses having to scramble to figure out how to work in a digital environmen­t and include personalis­ation. Our expertise lies in helping SMEs automate the entire customer lifecycle, with customisat­ion at every touch point.”

According to Lamphiere, a common mistake seen among SMEs trying to embrace digital marketing is ‘email blasting’, where generic emails promoting a product or service are sent out to the customer base without personalis­ation. Another common error is to use several different software platforms for digital marketing.

Lamphiere adds: “Your marketing stack might include Facebook and Shopify. ActiveCamp­aign sits in the centre, so that everything can become integrated into our platform. You now have a 360-degree view of the customer journey throughout every transactio­n. The business needs to figure out what their marketing engine room is, and we can help to simplify this process.

“For example, if you operate an online shoe shop, perhaps people are visiting your site from Facebook or Instagram ads. They come to the store, look at a pair of shoes but don’t buy them. You might want to communicat­e with them at this point to persuade them to come back. Maybe they do, and add the shoes to their cart but do not complete the purchase. So you might want to try to bring them back to the cart. If they purchase the shoes, you might want to have conversati­ons with them after that about customer service or further purchases.”

 ??  ?? John Lamphiere, ActiveCamp­aign
John Lamphiere, ActiveCamp­aign

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