Relationship scores, otherwise known as ELVIS, is a smart tool that will calculate who your best customers are. By knowing who these customers are, you can send more targeted campaigns and more relevant offers, as well as saving time on marketing efforts.
What is ELVIS and how does it work?
ELVIS is a set of metrics that you can use to monitor your customer relationships.
ELVIS stands for:
- E for Engagement.
- L for Loyalty.
- V for Value.
- I for Influence.
- S for Sentiment.
For each metric, a score is calculated and presented as a star rating (out of four stars). This is influenced by “events”, which you can setup and customise for each section. Events are an action or behavior that’s captured by Horizon, typically when a customer “does” something (e.g. makes a purchase or clicks a link in an email).
For example, you may wish to increase the customer’s ‘Engagement’ score if they respond to a email campaign. Or you may wish to add to their ‘Influence’ score if they share one of your social media posts.
You can then segment on this data, targeting customers with the highest scores, to encourage their good behaviour. You could even target the lowest scoring customers, to try to get them more engaged with your business.
Setting up relationship scores
Don't see any of the ELVIS set-up options? Get in touch with our Client Services team (or your usual account manager) to find out about adding a Relationship Scores licence to your Horizon subscription.
- Click in the top-right corner.
- Select Relationship scores from the left-hand menu.
At the top of the page, you’ll see a button. Once your relationship scores are set up (or after you update them), you can press this button to immediately re-calculate your customers’ relationship scores.
- To add an event to a metric, click
The ‘Add event’ page will load:
- Select from a ‘Event Category’ from the drop-down list. Feel free to look through the categories, types and actions available. You’ll see a description underneath, which will tell you more about the event.
- When you know what event you want to setup, select the ‘Event Type’ and ‘Event Action’.
- Using the scale, choose how much of an effect the event will have on a customer’s relationship score. If you selected the event type ‘Order Insight’, you won’t see a scale and should skip to step 7.
Choose a high score (e.g. 5) for really important events, or a lower score (e.g. 1) for a slight impact on the score. You can also set a negative score for events for events that should reduce a customer’s score for a certain metric - for example, a customer opting out would be a negative event.
- If you didn’t select ‘Order Insight’, skip to step 8. If you did, you will see two number fields. Order Insight events calculate a customer’s score based on how close the numeric value in the specified data field is to the maximum and minimum values you’ve set.
Set a value that would negatively affect a customer’s score - a value closer to this number would reduce the customer’s score (e.g. an average order value closer to £0 would result in a lower score).
Set a value that would positively affect a customer’s score (e.g. £500).
Once finished, you can add this event (and skip the final two steps), as there are no monitoring options. The events will be calculated on the most recent occurrence.
- There are two monitoring options.The first is ‘Monitor by Time Window’, which allows you to set the length of time a customer’s behaviour can affect their score. For instance, you might only want to take into account the customer’s behavior over the last month. You can also ensure only unique events are counted.
- The second option is ‘Monitor by Latest Occurrence’. Selecting this means the score will be calculated based on the most recent occurrence of the event in question.
You will be taken back to the relationship scores page, where you will see the new event listed. Using the action buttons on the right, you can view, edit or delete the event.
Add as many events as you wish.
Segmenting relationship scores
A contact’s individual relationship scores can be found within their contact record. All you need to do is find their record and edit it. You’ll see their relationship score at the top.
You can use the contact advanced search to find customers with a particular score.
- Go to the Contacts tab.
- Click the advanced search option under the contact search box.
- Use the to open the filters window.
- From the ‘select group’ drop-down list, select ‘Relationship’.
- Click beside the section you want to search.
- Using the drop-down list, select a filter, then click
Customers that match these filters will appear.
You can also use these filters in a rule group.