Two of the biggest catchphrases in business today are customer experience and data-driven insights. Julian Narchet, a marketing and mass communications professional, says that when companies merge these two things, they can create exceptional outcomes for customers and themselves.
While some companies get a bad rap for collecting customer data, it’s essential for businesses to understand their customers’ behavior, preferences, and needs. With this information in hand, companies can better serve their customers.
Below is a description of how businesses can use these data-driven insights to optimize their customer journeys and create a more personalized approach.
Evaluate Marketing and Messaging
One of the most powerful aspects of data is that it can be used to analyze the effectiveness of a company’s marketing efforts and overall messaging. The data will show you whether what you’re doing is working or not. It may even tell you what you need to be doing that you’re not currently doing.
The ultimate goal of marketing efforts is to get more engagement with prospective customers because that, in turn, is more likely to lead to sales. The data you collect will provide you with the metrics you can then use to measure how successful small changes to your marketing plan are, allowing you to increase your ROI and reduce your costs.
Interact in Real Time
Since data can be collected and analyzed in real time, it can also be used to help businesses interact with prospective customers in real-time, too. From a practical standpoint, this could allow a business to provide recommendations to customers as they’re going through the checkout process on your website, for instance. This is a prime opportunity to convert on an upsell, which could result in more revenue without acquiring additional customers.
In addition, data can help you avoid making poor decisions in real-time, such as potentially serving a customer an ad they’re not likely to act on. One example could be not advertising a product to a customer who just completed a purchase of that product.
Not only can this help you optimize your marketing budget, but it can also help you look more professional to your customers.
Personalize the Customer Experience
One of the biggest keys to the modern customer experience is personalization, according to Julian Narchet. You can do this once you’ve taken the time to collect sufficient data on a wide enough segmentation of your customer and prospective customer base.
When you have a wealth of data in hand, you’ll be able to separate your customers into smaller segments, which can then help you personalize the customer experience to each of those segments.
This data-driven approach could allow you to see your biggest influencers on social media, for instance, enabling you to cater messaging to them in hopes of expanding your reach on social media.
Customers appreciate – and even expect – a personalized experience nowadays; data will help you accomplish that for them.
About Julian Narchet
Julian Narchet is a marketing and mass communications professional, and a Communications Manager at the University of Miami. He has extensive experience in customer service, market research, academic research, research administration, social media, public relations, and event management. He is passionate about making a difference in the lives of others through cooperation with non-profits and healthcare organizations.
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