Better Data: The Not-so-Secret Solution to an Improved Customer Experience
Customer experience and data. There’s a reason for this match made in marketing heaven: You can’t tailor a personal, fast and easy CX without accurate and reliable CRM data.
When it comes to creating the ultimate customer experience, carefully managed data is a huge asset in online marketing. How? It gives you the superpower of personalization — basing each customer interaction on data points, such as purchase history, demographics or buying behavior. Of course, this allows you to form deeper connections, present more effective content marketing assets, foster better engagement, win higher conversions and ultimately, increase revenue. So, it’s no surprise that over 85% of marketers report success using personalization in their strategy.
Getting personal with your most important assets: Customers
According to Salesforce, 70% of consumers say a brand’s understanding of their individual needs influences their loyalty. You want to build brand loyalty, right? That’s why marketers use data to glean important details about customers, helping to meet their needs today and in the future. With data, you can take a deeper dive into buying behaviors, and maximize your marketing efforts by targeting customers with content, promotions and unique offers or communications that you know will resonate.
By leveraging technology solutions to unify your data, your brand can create more personalized customer experiences to keep your customers coming back for more — and using their name is just the start.
- Cater to specific demographics. Demographic data allows you to drill down your efforts to offer geo-targeted coupons, an industry-specific webinar, or a dynamic landing page designed for customers of a certain income bracket or age range.
- Write content that will better resonate with your audience. With data, you’ll have a better understanding of how, why and when customers consume the content they do, and be able to pinpoint topics that they want to learn more about.
- Segment your lists. Create market segmentations based on location, demographics, preferences, job titles, location, age and other factors. This way, you can ensure that the emails you create for a given list are providing them with value.
- Automate. Automate. Automate. From welcome emails to cart-abandonment reminders, create automated communications that will keep your customers engaged along their journey.
- Make personalized recommendations. Your CRM data tells you what types of products catch a customer’s eye, so be sure to point out complementary purchases to facilitate upselling. Then seal the deal with a multi-item discount or shipping upgrade.
Personalization possibilities vary by channel, of course — and linking data collected across channels can be a challenge. However, don’t let that deter you from including social in your online marketing campaign efforts; for example, creating custom audiences for your Facebook ads using offline or third-party data.
Give them what they want — and more
Knowing your customers — their demographics, purchase history, buying patterns, etc. — is at the core of creating a meaningful customer experience. And that goes way beyond personalized marketing techniques. Check out these other ways in which data can work for you:
Identify your selling proposition. How does your customer experience stand out among the competition? What do customers like about your products or services? With data, you can identify what makes your brand unique and strategize ways to play to your strengths.
Pinpoint areas for improvement. Data can speak volumes about the experiences your customers are having — or not. For example, customers who drop off after their first purchase could indicate a problematic retention strategy. Fixing these types of issues starts with analyzing data to spot opportunities to strengthen your CX.
Map the customer journey. How do customers end up on your website? What happens after they place an order? Data analytics can help you create a visualization of the customer journey and determine the path leading to purchase and beyond — in essence, a behavioral roadmap to help predict what they’ll want or need next.
Simplify the experience. An Accenture study reveals that 89% of customers are frustrated having to repeat their concerns across different channels before coming to a resolution. To streamline their experience, determine the channels and touchpoints they use, and ensure that critical information is easily accessible throughout.
The real power of data isn’t just what it reveals, it’s the decisions you can make based on that information. Find out how d3 can help you maximize your data to get the best results.
What are the biggest challenges to personalization done right in digital marketing?
Our digital marketing agency hears marketers cite the following as their biggest hurdles: having a single unified customer view, accessing insights quickly enough to act on them, poor data quality, and incomplete information because they haven’t taken advantage of tools like data appends and enhancements. One caution: Over-appending can quickly become overwhelming. Choose your data sets carefully to make sure they’re relevant to your digital marketing objectives.
How valuable is your house file data?
Your house file data goes hand in hand with your customers’ lifetime value (LTV) — and how easily that value can be influenced. To fully leverage this data, you must identify the expected sales that your company should gain over a period time following a customer’s initial purchase.
How can you use your data to execute smarter, data-driven campaigns?
In a data-driven marketing campaign, your strategy should be properly planned, tracked and executed. Best practices include: routine hygiene of your house file data, segmentation of your most profitable customers, strategic targeting, and regular testing of the data.