The idea of utilising information about your customers to make them feel understood, special and motivated, is not new. Most consumers are aware that companies collect, assess, sort and use their data, at any given opportunity, for business purposes. Yet, when a discount is offered on a product at just the perfect time or an add on product is suggested to make life easier, it’s only human nature to give the credit to one’s own good luck!
Regular instances of such perceived serendipity leads to a constantly positive Customer Experience which has huge amounts of benefits for any company.
It engages customers, builds trust and ensures long term customer loyalty, over temporary fads or retention.
Consumer Data Analytics – What to collect
Data is as valuable as currency. Each time your company interacts with a customer, it’s a golden opportunity to capture some nuggets.
To get the correct data, here are some basic yet important data points that can help any company:
- Customer Journey inputs: These include the path from which customers arrive at your ecommerce website or shop, how many revisits, what categories of products they look for, what all they have bought, at which times of the day and their payment preferences. You may collect inputs on each stage of their journey through real time data via conventional analytics
- Sentimental inputs: These are vital in crafting the right CX strategies. Asking questions such as the ones below are just some that will give you rich sentiment inputs:
a) “How do my customers feel when they visit my website?”
b) “Are they happy with my return/exchange policies?”
c) “What are they saying about my brand on social media?”
d) “Is my customer support satisfying my customers?”
Do you have the answers to these questions?
3. Behavioural inputs: When we refer to data on customer behaviour, that is, their actions related to purchase and more, it helps us to identify any bottlenecks or hurdles in business. The blocks could be in any one of your multiple processes such as supply, delivery, warehousing or after sales. The way customers behave at junctions or touch points will give you a direct indication of what’s right or wrong in that area.
Based on the above 3 categories, one should be able to predict and map out the next moves customers are going to take. Proactive initiatives from any company are a result of accurate predictions taken, based on old or current data points. Nothing else.
So, if you admire some company’s roll out action, branding campaign or logistic strategies and wonder where they got the idea….. In 2022, it was probably well mined customer data that told them what to do and how to do it!
You may also like: Why Your Marketing and CX Need to be Aligned and How
The positive effects of utilising customer data
As companies collect, sort, create and offer increasingly better customer experience via flexible and unified data, their customer base is naturally delighted and continues to stay loyal.
But apart from custom loyalty, there are numerous advantages that will not only make your customers feel lucky but you will feel that way too! Especially when you begin to receive a constant string of positive feedback.
And here is what will do that:
1) Perfect communication and messaging everytime
The resonance a consumer feels with a brand can start much before they click on your website or enter your store.
Your brand communication and content can be designed based on customer data and their pain points, dreams and aspirations. In fact, effective marketing efforts are entirely data-driven. When you study customer metrics in relation to their online habits and behaviour, you understand your target market better and are in a more relevant position to talk to them.
2) Laser focused loyalty programs
Customer data can tell you exactly who your loyal customers are. Spend more time and effort on keeping them close rather than running after new ones! Tailor your business and marketing strategies based on the needs of your loyal customer group.
Make them feel special, valued and in demand.
Craft personalised loyalty programs and watch how this lucky lot spread the word about their good luck in finding your brand.
3) Exceptional CX across the board
Finally, the best way to make customers feel lucky is by enhancing the customer experience on a constant basis. Omnichannel customer touch points via phone, sms, whatsapp, email or chat can collect data that is put together towards unified CX.
Satisfaction surveys, customer polls and short feedback forms can define CX and keep it relevant.
If you would like to make your customers feel lucky, call us!