At The Customer Studio, we believe a data-forward approach is a key ingredient for a successful customer experience strategy. Our goal is to help your organization get more value from your customer’s data.
Why is data valuable?
Data is an asset that companies invest in, yet, not all have mined the full value it can give. It is the foundation to understand your customers. It gives you valuable insight into their preferences, behaviors, and the needs and wants they might not be openly sharing with you. There are many ways to get value from this information.
How to obtain your data’s full value
Implementing a CRM (customer relationship management) platform, a marketing database, or CDP (customer data platform) is a significant and valuable investment. But, you'll never get the full value from your investment without a strategy to leverage your customer's data. The goal of your strategy should be to create a better experience for your customer that drives more business.
Here at The Customer Studio, we look at all aspects of the customer’s journey. Every touchpoint gives us an insight into your customers’ behavior. With a great data acquisition approach, you get the information needed to influence those touchpoints and bring the customer experience to life. We obtain this information without disturbing your customer’s journey. There are many valuable data points that have a low barrier of entry for the customer.
Data acquisition is often overlooked, but the insight one gains from it can change the customer experience. Optimizing your acquisition strategy to capture not just quantity but also quality will give you the data needed for targeted marketing, personalization, and enhancing the customer experience.
Is your organization ready to take on this change?
Lack of organizational readiness is one of the biggest points of failure in an organization’s journey to implement a marketing transformation. A marketing transformation entails a change in your organization, how you manage data and how you engage with your customers. Marketing is transforming fast, and there are no signs of it slowing down in the future.
Include the whole team
You must include every part of your organization in the process of change. Your employees must receive the proper training, support and have full visibility of the journey.
The modern-day customer experience is not just about the sales funnel; it is about the entire journey. Data is present and available to be leveraged at all stages of the journey. Often, organizations are under the impression that their marketing transformation will not affect all areas of the company; it certainly does. This is why the employee preparation step is essential for a successful marketing change.
Implementation matters
Once you’ve captured the data, where you store it, how you store it, and integrate it becomes crucial. This is typically a step that is overlooked, and thus, companies do not maximize the value of their marketing technology. You must leverage data from the moment you get it to establish a solid and scalable foundation. Skipping this step will result in data quality issues which will cause problems in the long run. Invest a fair amount of time in the planning and implementation steps to get the most of your technology and data.
During the implementation stage, technical teams are excited to jump in to develop, build and integrate best-in-class technology. However, don’t let your business team step away. Now is the time for your business team and technology team to collaborate. Your business team will enjoy a better understanding of potential changes and will know how to answer other teams’ questions. As an ever-continuing journey, be sure to involve your technical team in future phases.
Adapting to your customers’ needs and wants
Customer expectations are ever-evolving, this is what makes the customer experience optimization process fun and dynamic. Implement the right technologies by understanding more about your customers’ needs and wants. This is an important and continuous process that builds a strong journey. Continue to build your customers’ experiences as their expectations are constantly changing. There are always new data points to gain insight from so you can improve their experience.
With a strong foundation in place, gathering and integrating new data points becomes a smooth process. Optimization is a continuous practice; as your customers’ expectations evolve, so should your strategy. Using your data findings to properly train your employees will allow them to create the experience the customer expects. It becomes a win-win scenario. You’ll be making your employees’ jobs easier and as a result, you’ll increase customer satisfaction.
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