Knowing Customers Through Data
One of the most common complaints we hear from consumers today is frustration when the organization or brand with which they allegedly have a "relationship" does not seem to know them.
Take, fore example, a customer who over the last several months may have visited the website a few times, bought two different things online, and then responded to a request to participate in a survey. The company has a new customer and gained valuable insights into that customer’s behavior and options about the brand.
It is becoming increasingly clear that consumers now understand the value of the data they provide and expect it to be used by the organization to facilitate, enhance and accelerate the consumer's experience. It’s what companies must do to keep up their end of the “data bargain.” It is no longer acceptable for brands to collect data solely for the benefit or use of the organization itself.
As a result, brands and organizations today have to take the consumer's perception seriously.
While this expectation for a tuned customer experience was the standard for major corporations previously, consumers now expect companies at any size to offer an experience or journey tailored to them based on the information they provide.
What most companies have started to do or think about is just the first step in this process: mapping their actual customer journey.
While this is a critical first step - understanding how consumers navigate their way through the digital and real world experience of your business - it's only the first step.
What is needed after that first step is proactive planning by using this critical piece of information. That type of planning sets out how your company can both meet your customer's relationship needs and proactively manage that relationship in a way that benefits both of you.