The customer journey begins anonymously. It can take hours, weeks or months, and may extend the interactions offline and multi-line. Many times, customers do not know they are traveling, they just want to be understood, respected and served at the right time.
For merchants, it is not an easy task. Marketers have the technology and knowledge to understand, predict and deliver interactions relevant consumers, but this is easier said than done.
Take email for example. Did you know that consumers spend an average of 6 hours per day checking email? With such a reputation, one would think that marketers would stop the batch method and disjointed breath and start being smarter about how they use e-mail to facilitate and improve the customer experience.
There are not too long, it may have been tempting to open an email with your name in the subject line, but in this world connected consumers know better. If the content is irrelevant, the experience resulting from the frustration and fatigue. Consider sending an email to a valuable customer with an offer to buy something they’ve already bought. Or send a “we want you back ’email to a client that has not been time online because they prefer to shop in stores.
The key to creating the best possible customer experience is given. The data should reflect more than just click-behavior past or the online purchasing behavior. It should provide context, typically found from a number of data sources such as online and purchase history online, location, time of day, day of the week, the history of cross-channel promotion, the third data and more.
The problem with data
For most marketers, data exists in silos. separate, fragmented systems that reside in different places, in different formats exist and are used for different purposes. In other words the context and relevance is difficult for them because they can not connect the dots to create a high definition view of the customer journey. When companies rely solely on the data collected from online behavior, they often lack half of the equation. Many online customers are buyers offline as well, interacting with brands through multiple touch points.
With data from many different places, it can be difficult for a company to develop a consolidated vision and an integrated cross-channel marketing. It requires too much data maneuvers, data is not always in phase, and there is much room for error.
To minimize the opportunity cost and maximize the value of your customer, it is worthwhile to go through the effort to create a consolidated view. They will appreciate it and you will too. There is significant value in terms of commitment, loyalty and return on investment when you connect with customers in a contextual way and revealing.
Mapping the Journey Customer
As mentioned above, understanding the customer journey is essential because the relevance increases the value of life, conversion and return on investment. A good way to start is to think the trip of a client, click anonymously increase engagement. And, think of your customers point of view. What is their experience? Then optimize the experience by collecting the right data, applying the right content, and orchestrate the exchange of valuable information and promotional offers when it is just.
Sometimes a simple “thank you” or “here’s a cool trick to make your life easier” can bring a greater commitment than a steady supply “special”. The special offer is no longer special after a while, unless it is extremely rapid, contextual, and yes, relevant. Whether call center or store, the best way to look at the customer experience is the customer’s perspective. the thought of the business is usually centered on the channel, but consumers do not think that way. They just want good consistent experiences that are seamless and enjoyable.
The data right to consider
Behavioural data tends to be the most powerful and predictive. Examples include what the customer has bought, how / when they visited your business, and how much they have spent (ie what is their value?). If applicable to your business model, you may want to consider a preference center, which are often overlooked or underutilized.
Contact centers can include subscription type preferences such as types of communication clients want to receive from a company, their preferred communication channels, and / or consumer interests. For example, if you are an online provider of content that newsletters on 20 different subjects, those that are most important for a particular client? Customers will not open emails that are not relevant, so respect their preferences can go a long way in building trust and loyalty.
Do not do everything at once
We have seen that break down data silos allows marketers to gain a better view of the customer travel, giving them the right information to make customization. Keep in mind that overcoming data silos is a process, and companies should not try to do everything at once. Break the process down into small projects and take control over the data that helps you to be more relevant to your customers.
This article was originally published on Chief Marketer.