Your customer experience (CX) is only as good as your data strategy. Here are four tips to get it right every time.
As brands increasingly look for ways to turn the CX into a competitive advantage, better data management strategies are getting more attention. There are many ways to deliver an outstanding CX. However, one thread that runs across winning customer experiences is that businesses understand exactly what their customers want—and have a plan in place for delivering it. A personalized, reliable, and winning customer experience is built on a strong data foundation. Here’s how to make sure your data management strategy moves you toward your CX goals.
Define your goals: The first step in capturing maximum value from your data management strategy is to define your goals. Are you looking to better understand your current customers’ buying behaviors and deliver a personalized experience to them? Are you working to better align your messaging and market trends to connect with prospects? Defining your goals will not only help you get clear on what data you need but also provide the backbone to managing customer interactions around data collection and usage.
Get to know customer attitudes: Are your customers willing to trade personal data in exchange for a better CX? Many marketers assume that’s the case—however, many customers have concerns about how their data are collected and used. Take the time to explore how your customers really feel about sharing their information and whether they have specific concerns that should guide how you collect, store, or manage their personal information.
Develop a transparent approach: Get ahead of data privacy concerns by taking a transparent approach to communication around your data management strategies. For example, take the time to outline what information you’re collecting about customers and how it’s being used. It’s fine to focus on how the information will benefit them, as long as your approach is transparent, honest, and comprehensive.
Create real-time feedback loops: The final step in getting the most out of your data management is ensuring that it can be implemented in real time. All too often, brands collect data and have them stored in different systems or in silos—a reality that makes it difficult to capitalize on the advancements possible with using data to make smart decisions. Ensure that the data you’re collecting can be used and fed into your CX in real time—or near real time—to maximize return on investment (ROI).
Investing in your CX can pay dividends over the long term, in both the quality of your relationships with customers and the bottom line. Start by ensuring that you’re collecting the right data and then using them to deliver the personalization today’s audiences are hungry for.