Customers are expecting more from their interactions with brands. Businesses are quickly realising that data-driven marketing is essential for ensuring positive customer experiences. Here we discuss how to use smart data to create experiences your customers will love.
A recent Customer Experience Optimisation report produced by Econsultancy and Ensighten has explored how marketers are using smart data to personalise the customer experience. Some of the key findings in this report included that when sourcing data for purposes of customer experience optimisation:
- 93% of companies surveyed use web analytics
- 64% of companies surveyed use their CRM and data warehouse
- 59% of companies surveyed use customer satisfaction surveys
- 45% of companies surveyed use email service provider (ESP) data
What these results demonstrate is that is that while marketers are aware of various sources of data, not all data is perceived as equal by companies. The underwhelming use of ESP data despite all companies regularly emailing their customers is a case in point. Customer satisfaction surveys also hold a wealth of smart data that is often overlooked by companies surveyed.
However customers expect more. They expect that their trusted brands provide a unique compelling offer built exclusively for them, not just one that has their name attached to it. Savvy customers have the expectation that when they share personal information, brands should provide real-time individualized offers based on their online and offline data, their interactions with the brand and preferences. After all, they have the data.
So how do you use smart data to create experiences your customers will love? Businesses need to implement data-driven marketing initiatives that use data in a more integrated manner to understand customer behaviour beyond transactional data and create experiences tailored for each individual customer.
Rob Cowperthwaite, Director of Omnilead comments on this requirement, stating:
Consumers are even more time poor than ever with the advent of the internet and technology. We have created a ‘population’ which can research every brand/product and service at the tap of their fingertips. They want instant answers and relevant communication on time, every time.
The issue faced by marketers is that you cannot afford to get it wrong, otherwise you risk losing consumers as they look elsewhere for a comparative product. Tailoring communication based on ‘known behaviours’ is essential to limit the risk of non relevant communication. What happens if there is too little or too much information available to get a clear understanding of what you should be delivering?
At Omnilead, we believe that the best way to find out what people want is to just simply ‘ask the question and start the conversation’. We deliver offers that prospects have asked for from named brands. The benefit of this is that we often bring ‘challenger brands’ into consideration when previously they weren’t 1st, 2nd or even 5th choice in some cases. This is all achieved in a fully privacy compliant manner.
Ultimately you need to prioritise understanding your customers across all interaction points – both online and offline. This depth of knowledge will provide you with a single and continuous view of customers based on integrated data resulting in more meaningful connections. A seamless, cross-channel customer experience is key to engaging, converting and retaining valued customers. Creating customer experiences based on fully integrated smart data not only makes good business sense, it’s essential for survival in a rapidly evolving marketplace.