Keeping Your End of the Data Bargain

One of the most frequent grievances we hear about these days comes from customers who are disappointed when the brand they have a relationship with doesn't seem to know it. The trade we’ve all made in the digital age is simple (though it should, perhaps, be more controversial): We give data to companies and with it they make our lives a little easier.

The problem is, sometimes it feels like we’re giving information, but the brands we’ve given it to aren’t holding up their end of the deal. Think about a customer who may have visited a brand’s webpage a few times, purchased two things, and then given a review of a product. If all that data isn’t used in a way that eases the next transaction or helps make learning about, using, or embracing that new purchase possible, consumers start asking, “what’s the point?”

Maybe the issue comes from the company’s point of view. While customers expect the information they give to brands to be utilized to make the individual buyer's experience simpler/better/quicker, brands are so deluged with information they aren’t able to see it from the customer’s point of view.

Therefore, brands must pay attention to the fact that, with their data, customers have given something significant to the brand—and they anticipate something coming back to them in return. Acknowledging this and ensuring that designed customer experiences reflect these needs has been standard procedure for big-time consumer brands for a while. But consumers are now demanding that this bargain, even from little companies, matches that of the big players.

The advice this leads to is simple: Brands should carefully remember customers each time they connect with the brand and at each new touchpoint, then use that information to make each individual’s experience feel more personal.

So, how does a brand go about doing that? At Campos, we believe designing the best customer journeys starts with deeply understanding the customer’s viewpoint at each stage of their current experience with your brand. We ask (and answer) questions like: What customer segments interact with your brand? What are the various touchpoints on their journeys? What are we doing right? Where are the pain points? Once we understand these and many other questions, we work with you to innovate and create a journey that fulfills your end of the bargain.