Customers expect the most personal and relevant customer experience possible. "Our ambition is to understand the needs of the customer even before they are aware of them," says Debora Huisman-Leeser, Chief Creative Officer of GASSAN Diamonds. GASSAN receives assistance from SAP Emarsys Customer Engagement.

"Buying a diamond, jewel, or watch is more than just a purchase. It often involves celebrating a special moment, such as an anniversary, birthday, or engagement," says Huisman-Leeser. "The expectations of our customers are extremely high. Therefore, it is essential to provide a level of service that exceeds expectations. An unforgettable experience can only be achieved with outstanding service on a personal level."

"However, our service does not stop at that one purchase moment," continues the Chief Creative Officer. "We aim to provide a personalized high-quality experience throughout the entire customer journey via all our channels. This means, for example, that the customer receives relevant product or brand inspirations at self-chosen moments. With an omnichannel strategy and a data-driven approach, we ensure that the experience is outstanding at every moment in the customer journey."

Data-driven approach

"In our field, relevance is just as important as inspiration," David Bijlsma, Chief Commercial Officer of GASSAN Diamonds, also knows. "There is no point in shooting randomly with a general message for everyone. You need to know and understand customers in order to elevate the experience to the next level and cater to individual needs."

For the transition to an omnichannel and as personalized an approach as possible, GASSAN had to integrate customer data and embrace intelligent tools. Bijlsma: "In order to take the next step in marketing, we chose SAP's marketing software. With this, we can unlock our customer data, build good segments, and intelligently serve our customers. This way, we get to know our customers better and can meet expectations more effectively."

Further enrichment

"With SAP, we have taken the first steps in improving the customer experience. We have gained more insight into our data and identified where insights are lacking," concludes the Chief Commercial Officer. "We believe in starting small, learning from it, and optimizing to get better. It is also important for an organization to embrace a data-driven mindset and to think and work differently."

"By further enriching data on interests, preferences, and purchasing behavior, we can make inspiration even more targeted and personalized," concludes Huisman-Leeser. "Additionally, the focus is on the GASSAN Membership and expanding the program with privileges. In this program, we get to know our customers even better, build a long-term relationship with them, and encourage repeat purchases by being relevant."