Customer Profiles Overview
The Customer Profiles Module is where all of your customer data lives. This part of the SessionM Platform captures how customers engage with your program at an individual level.
The module is also designed to function as a customer care center, where customer service team members can quickly and easily examine events logged against the customer’s account, understand who the customer is, triage any account issues and make any necessary updates to an account.
Searching for a Customer
The SessionM Platform allows you to search for customers in one of two ways, based on organizational requirements and desired levels of security. The search options, which are mutually exclusive, are exact match search and advanced search.
Exact Match Search
Once in the Customers Module, you can search for a customer by either telephone number, loyalty card number, email address or external customer ID using the search box in the center of the page.
The search returns only the profile of the exact match. This is commonly used with brands that prefer to limit customer data exposure to the customer service professionals using the module.
As an alternative to exact match search, advanced search lets you search for customers via partial name to display a list of possible results, or via an exact match on customer ID or email.
You can search by the following fields:
- First Name
- Last Name
- Email Address
- Phone Number
- Customer ID
- Date of Birth
The first and last name fields allow you to enter a full name or part of a name. For example, if you entered only “S” for the first name, you would receive results for every user whose first name begins with “S.”
You can enter multiple values on the initial search or you can refine a search once it’s been submitted. If you searched on a birth day, you could then refine the search by entering a value into the first and/or last name fields.
The search results are initially sorted in alphabetical order, but you can resort the list by the customer’s first name, last name, telephone number, or email. You also have the option to choose how many results you view per page: 25, 50, 100, or 200.
If there is only one match for your search, you are taken directly to the customer’s profile.
You can always search for a customer from anywhere in the module by clicking Search in the top navigation bar and accessing the search view.
Adding a New Customer
Adding a customer or a test persona to the Customer Profiles Module database is easy and can be done by clicking on Add Customer in the top navigation bar.
Define Customer Information
Once you click Add Customer, you simply need to enter the required information into the form. Click the Save button to add the customer to your system.
You can also integrate your existing CRM customer information with the SessionM Platform. Please contact us directly at email@example.com for steps to enable this integration.
Add Test Personas
When filling out the form to add a customer, you have the ability to enable the checkbox at the bottom of the form to make the customer a test customer persona.
Creating a test customer persona in the Customer Profiles Module allows you to verify that campaigns, loyalty rules and messaging are accurately targeted and personalized.
Once a specific marketing or loyalty activity is targeted to the test customer persona, you can then log into your various digital properties under different test personas and see the customer view. From this view you can ensure that the specified data matches the experience you set up in the SessionM Platform.
Profile Header View
Once you successfully search for and locate a customer, you arrive on the customer’s profile page. Here you can review a header with key statistics on the customer, including status, name, point balance, tier and high level activity. In addition, this view offers various customer assistance tools.
This header is designed to be responsive, actionable and configurable based on your preferences and the structure of the program. It contains a few important fields, which are discussed in the sections below.
The customer’s status within your program is located at the far left of the Profile Header view. This portion of the header includes:
Customer Status Types – The available customer statuses can be configured to match the statuses you already have or the ones you want to include in your program.
SessionM can work with you to create a status type list that makes sense for your implementation during the initial onboarding and setup process.
Changing a Customer Status – Should you need to change a customer’s status, you can click on the status flag and select a different status from the dropdown menu.
Customer Name/Unique Identifier
Next to the customer’s status, you can see the customer’s name. If a name was not given at registration, other searchable unique identifiers associated with customers are shown.
This section of the profile header offers you information on the customer’s total points and access to adjust points for clients with loyalty point reward programs, displayed as the following:
Points Balance – The customer’s total point balance in real-time.
Adjusting Points – To adjust customer points you can click “Adjust” to open a modal window that enables platform users to add or deduct points within the customer’s account.
During integration, SessionM can work with you to set permissions on which platform users have access to the Add/Deduct Points feature.
If your program also has a tier system, you can view the the customer’s tier status and date of entry into that tier. Clicking View More provides an in-depth tier summary via the Tiers tab.
This section provides the ability to add key data related to the customer’s activity. Doing so gives you a sense of how long a customer has been in your program and when they were last active.
Lastly, the header offers you tools to assist the customer with access to their account, including a link to reset a customer’s SMS verification, which can come in handy for test personas, and a link to initiate an email to the customer that allows them to reset their password.
Beneath the Profile Header view, you can dig deeper into various components that display different kinds of information and activity associated with the customer. Organized into categories, the first tab shown (as your default view) is the Activity tab. Under this tab, there are multiple sub-categories showcasing the customer’s engagement in your program.
The Event Stream presents a real-time log listing data gathered across multiple customer touchpoints. It shows the customer’s engagement throughout the history of their account.
This stream serves as the source of truth when analyzing the customer record. It also is the first place a customer care agent lands to triage a support request, verify recent account activity, and examine a customer’s historical engagement with your brand.
The Event Stream documents the date and time of the activity, along with the activity type. Any additional details that are specified can be seen within the Additional Details field. The log is searchable and also filterable by activity type.
The stream has a number of processes in place to ensure a comprehensive customer view is surfaced within the Customer Profiles Module. These processes include:
Event Ingest – Events flow into the SessionM Platform in real time as a customer engages each different facet of your marketing or loyalty program. Events can be streamed in through a number of ways, including:
- APIs – The most common method of event data ingest, the SessionM APIs are available for various types of data models.
- Point-of-Sale/Ecommerce Adapters – Integration with various adapters for the ingest of purchase transactions and related information.
When SessionM receives an event, the data is validated, matched to a customer record, and enriched with other attributes associated with the event.
Event Configuration – The Event Stream configuration occurs during onboarding with the SessionM Platform as client side and SessionM integration teams assess the vast array of customer events and determine which should be surfaced within the Customer Profiles Module.
Individual event types are configured based on a schema specific to client preferences and the data available for the platform to leverage. SessionM’s integration team works with clients to determine this schema.
At a high level, the schema defines the following:
- Event Type – The types of customer events that are captured and logged.
- Event Category – The categories that each event rolls up into, such as “Purchase Related Events” or “Loyalty Tier Events.”
- Platform View – Templates for how each type of event surfaces and is shown in the Event Stream UI of the SessionM Platform, including specified attributes and additional event details.
Event Types – The Event Stream is capable of ingesting and surfacing many types of events. The default selection of events within the SessionM Platform that can be auto-configured during integration includes:
- Purchases – Purchase made by customer along with relevant attributes (for example, purchase amount).
- Offers – Redemption of an offer by a customer.
- Loyalty Rules – Completion of a loyalty rule by a customer.
- Loyalty Points – Customer loyalty point transactions, including points earned, used, or comped by a customer care agent.
- Tiers – Customer tier activity, including promotion to a higher tier or dropping to a lower tier for lack of maintenance.
- Promo Codes – Claiming of a promo code by a customer.
- Tags – Appending a tag to the customer’s profile based on certain behaviors or manually applied within the Customer Profiles Module.
Along with default events, the SessionM integration team can work with you to determine the set of events that best represents your program and surface these within the Event Stream UI. This can include the configuration of default events mentioned above, as well as custom events on a per-client basis.
Customer Analytics & Affinities
Located within the Event Stream tab, the Customer Analytics & Affinities section surfaces a number of performance metrics showcasing where the customer stands in comparison to the rest of the customers interacting with your brand, along with relevant products they may be more likely to purchase.
- Customer Lifetime Value (CLV) – A rank evaluating the customer’s value as compared to the full customer base, powered by the projected revenue the customer will generate over their lifetime with the brand.
- Risk of Churn – A rank evaluating the likeness that a customer will or will not return to a brand, established by examining historical transactions at an individual level to understand their “normal” behaviors and cadence.
- RFM Metrics – Recency, frequency, and monetary spend information for the both the individual customer and compared to the median of the full customer base. Metrics can be toggled over a 7 day, 30 day, or account lifetime timeframe.
These metrics can be useful for customer service agents, as they are able to assess a customer’s engagement level while triaging a support request.
Product Affinities Widget – A list of product recommendations along with related probability of purchase levels, established by deconstructing historical purchase data.
Notes Widget – Quickly add a note to the customer’s account from this default view, found below the Performance Metrics widget. It contains similar features as the Notes tab.
Loyalty Points Activity
The Loyalty Points tab, found under the Activity tab, shows events specifically related to the customer earning or using loyalty points.
The Purchase Transactions tab shows you all of the purchases that a customer has made and includes additional information such as date and time of purchase, total amount spent, location of purchase, and any offers redeemed at the point of sale.
The Rewards tab gives you a view of the rewards that a customer has redeemed.
This tab gives you a view of the reward redemption status, which you could utilize should a customer reach out with a question about receiving their reward. It also links to the reward order, where you can track the delivery of the reward – something that varies based on reward type.
This Campaigns tab indicates the specific campaigns that the selected customer has completed or is eligible for.
Additionally, this activity can indicate the customer’s current progress in a campaign, including one they may have started but not completed. This can be useful if a customer contacts Customer Service with an eligibility or reward status inquiry.
Promo Code Activity
The Promo Codes tab shows information for claimed codes, claim errors, lockout information and claim limiters. More information on each metric can be found in the Promo Codes Module, as shown in the Related Topics.
If your program has a tier system, the customer’s tier status and date of advancement to that tier is listed on the Tier tab. It also includes information related to that specific tier as well as criteria for advancing to the next tier.
You can also see a log of tier-related events that indicate when a customer advanced to a specific tier or when they dropped to a lower tier.
Under the Tags tab of the Customer Profiles Module, you can see a log that reflects all of the tags appended to the customer profile based on certain customer behaviors and events throughout their lifecycle in your program. This section also allows you to manually add tags to the customer’s profile that may be relevant to a customer support request.
The Tags tab provides a number of features, including:
Tag Name – The name of the tag that has been applied to the profile. This name can be used elsewhere in the platform to target customers with campaigns, messages and offers.
Tag Count – Number of times a tag has been appended to the customer’s profile. The count can be reset should a cap exist on a tag.
Add Tag – Should a tag need to be manually added to a customer’s profile, click on the Add Tag dropdown and enter the new tag, or select it from the dropdown list.
Elsewhere in the platform, these tags can be used to define a segment within the Audiences Module or target a certain subset of customers with campaigns, messages and offers based on the tag.
The SessionM Platform features the capability to integrate with various customer support ticketing systems. The Support tab in the Customer Profiles Module is an interface built to feed in customer data flowing from your support ticketing system.
Within this tab the platform can capture any support requests and tickets logged by the customer, including the ticket status, type and the date/time of its submission. The ticket is hyperlinked back to the integrated data for easy switching between systems.
Our first integrated customer support ticketing system is Zendesk, but the Customer Profiles Module features the flexibility to accommodate other systems reviewed during your onboarding.
The Profile Tab provides an overview of the customer based on information the customer provides at registration. The tab also contains attributes reflecting device information.
By default, SessionM profiles include certain basic profile attributes, but also allow for custom profile attributes that you can append to the customer profile via an API. This function allows you to capture any attributes that are not part of the standard list of demographic-based attributes supported out of the box. Some examples are: age, gender, email address, home city, home state, and zip code.
You can edit information on a customer’s profile by clicking the Edit button. Permissions can also be set by SessionM to permit only certain platform users the ability to edit a customer’s profile.
Digital Properties Tab
Under the Digital Properties tab, you can see a record of both the digital properties and the devices that your customer has used to access your content.
Digital Property Information
This table displays all of the digital properties associated with your program that the customer has interacted with.
This table shows which devices the customer has used to interact with any SessionM-powered functionality for a given client. When applicable, this section includes specific device details beyond just the platform, so you can see the model (for phones), OS version and other helpful details.
From this tab, you can add or edit a note associated with a customer’s account. You can also see a history of the notes on the account and the platform users responsible for adding or updating the notes.
Adding a Note
When you click on the Notes tab, it displays a page that allows you enter a note. You have the option to select a reason for your note, if you want one. Then add an entry to the customer’s account. The new note appears at the bottom of the page.
Viewing the Notes History
The Notes tab displays a list of any notes added previously. The list shows the date and time of each note, the reason for the note, the name of the commenter and the text of the note itself. You can edit existing notes by clicking on the pen icon to the far right of each note listed. Once you edit your note and save your changes, the note is marked as having been edited.
Data Privacy and GDPR Compliance
The European Union’s new General Data Protection Regulation (GDPR) takes effect May 25, 2018 and provides greater rights to people residing in the EU with respect to how their personal data is processed and used. Here, we discuss the major regulations outlined within the privacy law and how SessionM helps brands prepare for major portions of the GDPR regulation.
- Rights to Data Access and Rectification: When asked, a company must be able to confirm whether it’s collecting personal data and provide it in a readable format. Errors in customer data must be able to be rectified if requested.
- Right to Be Forgotten: A company must be able to quickly remove all data about a known consumer and confirm this removal.
- Right to Object or Restrict Processing: A company must restrict or block the processing of personal data by freezing data subject records.
SessionM has built GDPR compliance functionality directly within the platform, which we step you through below. These data privacy features are available to all clients, regardless of whether you have customer presence in the EU. Access can be granted to these features on a per user basis in the Admin & Rights Module.
Data Privacy: Global History
By clicking on the Data Privacy link in the top navigation bar, you open the Data Privacy History section, which displays a log listing all of the data privacy requests submitted by SessionM Platform users on behalf of customers. The log indicates the date & time of each request, the type of request, the customer who made the request, the SMP user who executed the request on behalf of the customer, and the status of the request.
Data Privacy: Customer Profile
On an individual customer profile, the Data Privacy tab displays two sub tabs: Overview and History. As individual requests come in from customers, the Data Privacy tab will allow you to fulfill requests and view completed actions.
Current Data Privacy Status shows a quick snapshot of any actions taken for this particular customer: any data exports, if processing has been restricted, and the appropriate status.
The Data Privacy Options table provides three actions:
Export Data – Submits an export data request, which returns a CSV file of the customer’s data that you can download from this UI and send to the customer. The exported CSV files contain data from a customer profile as well as any data derived from calculated metrics, purchases, marketing and loyalty program-related events, and application sessions. This feature helps customers comply with the GDPR data subject Right to Data Access and Portability.
Restrict/Reinstate – Restricts or reinstates the processing of customer data. Restricting data prevents customers from participating in any loyalty or marketing program. This includes receiving messaging, accruing points or offers associated with a loyalty program, or advancing tiers. If a customer requests to opt back in the future, the Reinstate function restores a customer’s ability to participate in loyalty or marketing programs. This feature helps customers comply with the GDPR data subject right to Right to Object or Restrict Processing.
Forget Record – Removes a customer account along with all associated data, including all personal, collected, and calculated data. This feature helps customers comply with the GDPR data subject Right to be Forgotten regulation.
The History sub-tab displays all data privacy requests that a SessionM Platform user has made on behalf of the customer, the date and time the action was submitted and the status.