Contemporary businesses revolve around customer experience. The ability to provide the best possible customer experience is found at the core of every successful brand. And it's not just our opinion.
According to the report, almost
In this article, we will show you practical tips to improve customer experience using data.
Customer Experience: The Basics
Customer experience makes a lot of organizations confused because it's a broad concept. HubSpot defines it as the impression your customers have of your brand as a whole throughout all aspects of the buyer's journey.
The definition itself is somewhat vague, revealing that customer experience encompasses a variety of quality signals. These are the main factors of CX:
- Delivery: Customer experience might include a variety of factors, but they all boil down to one thing – whether or not a business delivers on its promises.
- Efficiency: It's a question of when customers receive what they expected from the brand.
- Knowledge: A company's sales and support agents must be able to answer questions and solve problems.
- Responsiveness: It is all about responding to customer requests in a fast manner without fail.
- Friendliness: Your employees need to be kind and prove that they really care about the clients.
These and many other factors influence the overall customer experience. Together, they generate experiences that are more important to companies' revenue than the actual products or services. One study makes it clear -
It means that the overall impression of the brand is what makes consumers buy. Now let's see how to make it better using in-house analytics or data science consultants.
6 Ways Data Can Help You Improve Customer Experience
Most organizations have powerful software solutions to handle data alone. However, those who don't can consult with one of the top data science companies to make the most of their data libraries. In each case, data can help you improve customer experience in six ways.
- Get to Know Your Customers
Your customers are the people who use your products and services. But do you know them better than anyone else? It is very important to find out everything there is to know about clients before you start improving the customer experience.
Data can help you get closer to your average buyers.
Data analytics will assist you in creating customer personas, finding out their needs, and answering the most pressing questions. It will also give you insights into your customers' behavior, so you know exactly how to adjust services in a way that suits a typical consumer.
- Create Customer Journey Maps
Customer journey maps are visual representations of the value chain process. They reveal all the stages of interacting with a business. Data can give you deep insights into how customers interact with your agents, your products, and your services.
Customer journey maps make it possible to identify pain points, measure the effectiveness of marketing campaigns, and get a full picture of what influences CX on each step. This way you can understand what needs to be improved in order to deliver optimal service.
- Conduct Client Surveys
The possibilities include sending out surveys and questionnaires, focus groups, social media postings, and call center opportunities. All these avenues can give you an accurate idea of what buyers expect from you, so it's easy to utilize data in order to grow your organization.
- Use Data to Segment the Audience
Customer segmentation makes it possible to divide your clients into groups so you can offer a personalized experience. It is a marketing strategy that's been used for a long time, and data analysis has enabled companies to scale up the process by applying advanced analytics techniques.
For instance, you can segment clients into groups based on various features:
- Demographics: You can't approach middle-aged men the same way you do with high school kids.
- Purchasing history: People who bought your product or service in the past are more likely to buy it again than potential new clients. You can learn about their interests using your own data libraries.
- Behavior: People who frequently engage with your business online are more likely to purchase a product or service than people who don't share the same behavior patterns.
- Lifetime value: High-value clients are more profitable than low-value ones. You can learn about their expectations and give your best to make them happy.
By segmenting based on these variables, you can find out how best to handle every individual client. Most businesses have a lot of useful data just waiting to be used, but they still don't realize it.
- Create Personalized Offers
Making your clients feel important is a great way to improve the customer experience. Needless to say, you can use data analytics for this purpose.
If you send personalized post-purchase notes to new clients, they will feel more valued and engaged with your brand. If you know exactly what they need thanks to data analytics, it will be a lot easier to tailor offers and make them appreciate the business you're doing together.
Targeted advertising is another way to use data for personalization purposes. You can show buyers exactly what they want on social media, on your website, on your app, etc. Data gives you personalization abilities that are almost endless.
- Predict Forthcoming Trends
Sophisticated analytics can help you predict what's coming next. You will be able to assess the trends, take action before your competitors do, and stay ahead of the game. For example, let's suppose you're running an e-commerce site. If you know where technology is headed (thanks to data), you can anticipate future trends and implement them across your business.
Conclusion
Customer experience is a never-ending game that you can’t afford to lose. It’s the main battlefield for modern businesses, so you ought to utilize real-world data to make improvements in this field. We showed you six practical ways to do it, but are you ready to give it a go?