3 Win-Win Ways to Leverage Customer Data
We’re big proponents
of empowering small-business integrated marketers to better compete with
larger, deeper-pocketed rivals. One strategy we believe to be particularly
effective is better leveraging of in-house customer data, much like the way
large corporations mine 'big data,' only in a more familiar and relatable way.
Insights contributed by marketers at CIO.com (combined
with suggestions from our previous posts about exploring ‘dark’ data and site search data),
should help bring a higher return on information you already have.
1) Leverage Customer Data to Shape Strategy. Segmenting customers
by relevant criteria enables you to tailor your marketing accordingly,
including personalizing emails and other tactics with appropriate imagery and
“Simply including the
recipient’s first name in the email can boost engagement,” notes one article
contributor. Another adds that prior to segmentation “We were really just
throwing emails at the wall and hoping they led to sales.” Customization
increased his company’s top-line conversions by 15 percent.
2) Respond to Operational Lapses. By closely monitoring customer feedback
channels, including social media, you
can understand the nature and sources of customer dissatisfaction. This helps
“identify specific locations, processes or even employees that don’t maintain
the company standard,” one marketer observed, and respond quickly and
appropriately. The secret here is to ensure that “data is sufficiently
aggregated,” so that reliable patterns emerge (an excessive number of returns
or complaints from one store or website, for example), rather than basing
responses on infrequent or one-off grievances.
3) Apply Insights to
New Offerings. “Mining data from
support interactions can be a goldmine for developing future versions of your
products,” says one marketing exec, relating how his company does it. At the
end of each call or email they handle, “the support team simply asks customers
if there’s a feature they’d like to see in future versions.” These ideas are
immediately compiled on a nearby whiteboard, and with enough mentions, added to
the next development-meeting agenda.
In the end, a more
intentional and creative approach to leveraging data can only have upside for
you and those you serve.
Last modified: August