When conducting a channel audit, many manufacturing marketers will list websites, partner portals, social channels, events, emails, and direct mail. When pushed on product registration they’ll defer to customer support or sales. Product registration is viewed as a secondary tactic for collecting explicit profile information, but not for improving the customer experience and hardly ever as a marketing channel.
And because marketing doesn’t “own” the product registration channel, it’s not optimized with the customer in mind. Many product registration processes are complex, requiring registration keys, activation codes, and passwords. According to one report, 2 in 5 people would rather scrub a toilet than come up with a new password. Many manufacturers still design their product registration process around the manual effort of the customer. They require an individual to search, select, print, manually fill out information, mail in the documentation, and then check back for confirmation. These complexities deter most customers from registering products. And this hurts manufacturers. Product registration is insight into a customers’ profile, usage, and behavior.
Simplify the Process
But companies like Registria are enabling companies to extend product registration beyond a printed PDF or a simple form capture on a website. Manufacturers can still leverage paper and online registration, but they can also optimize product registration for mobile and IoT. With the elimination of apps, downloads, and QR Codes (because that’s so 2011), users can text a photo or a registration code to register a product. This allows manufacturers to reach 100% of their mobile audience. Many Registria customers have seen a 5X increase in registration rates as well as a reduction in cost per registration.
Develop a Comprehensive Understanding of the Customer
Manufacturers can also begin to build out customer profiles that extend beyond basic contact information. Optimized product registration models allow companies to capture additional profile channel information like SKU, model #, manufacture date, batch number, and action with 100% accuracy. And don’t underestimate data accuracy; 88% of customers have admitted to providing false product registration information. And this information isn’t just a “nice to have”. If manufacturers want to sustain, they must capture this information, develop these profiles, and then use the data.
In order for manufacturers to covert buyers into advocates, monetize relationships post-purchase through up-sell and cross-sell programs, and improve customer experience through service and support, they must collect the information that will provide the greatest understanding of the customer, and the behavior of the customer.
Delivering a Proactive Customer Experience
This is especially beneficial when considering IoT devices. Capturing installation feedback, ratings, reviews or in depth product-in-use data is terrific, but using that information to provide a better support experience, proactively inform on use and opportunity to save, and alert to new offerings is very beneficial. Manufacturers can become proactive in their support and communications, instead of reactive to problems after they occur.
An optimized product registration channel enables self-service for customers to access information about product features, installed parameters, utilization, warranties and events. And agents can access owner information, product purchase data, warranty and entitlement information, support tickets, claims and other purchase information in one, streamlined system. Because manufacturers can track each buyer and their transaction record—whether it’s an inbound support request, activity, RMA, purchase or a product registration—they can also access a reliable 360-degree view of a brand’s interactions with the buyers of their products.
Monetize Relationships Post-Purchase
In addition to a proactive customer experience and advocacy development, manufacturers can also begin to monetize relationships post-purchase through up-sell and cross-sell programs and after-sale programs. By leveraging the new data collected and advanced segmentation, companies can develop personalized programs containing educational content, thought leadership content, and timely offers relative to an individual’s previous purchases, buying behavior, and usage of the product.
By automating communications around this data, manufacturers can better leverage all digital marketing channels, offer relevant content and promotions, and harness the opportunity found within the customer life-cycle.
It’s imperative manufacturers, especially marketers, begin to view their product registration process as a viable marketing channel. Through proper optimization, manufacturers can begin to develop the required 360-degree customer profile inclusive of behavior and usage data. By harnessing the insight of product registration information, manufacturers can grow revenue, support, and advocacy.
How do you currently manage your product registration process?