How Businesses Can Leverage Customer Data To Improve

One of the contributing factors to the success of any business is understanding the needs of customers which then helps to align products and services to an engaged audience. Traditionally, collecting and analysing customer data was something considered by larger businesses as they could allocate more resources and budgets to data collection. However, with technology becoming more accessible around the world, many small and medium sized businesses are also realising the significance of customer data and how it can be leveraged to improve the decision making process. With that being said, the focus of today’s blog is to highlight how businesses can use existing customer data to benefit their business and their customers.

Email marketing can be substantially improved once a business places an emphasis on leveraging their customer data. For example, personalising emails to include the recipient’s first name is a great way to boost engagement and adds a human touch to interactions.

Analysing customer data can help many businesses segment customers and create distinct profiles which can be used for tailored marketing campaigns. For example, businesses can tailor products and services to different groups of customers that help boost conversation rates and personalise the shopping experience.

As mentioned above, customer data can be used to personalise the customer experience and shopping journey. For example, businesses can use key milestones such as the customers’ birthday or their membership renewal date to reward customers with a special offer or promotion. Many businesses capture this information through interactions with customers but fail to recognise the importance of utilising this information in the right way. Using timely offers at key milestones guarantees relevancy to the customer as well as help cement brand loyalty.

Customer data can be a valuable asset for many businesses to improve existing processes. For instance, businesses can analyse customer complaints to see whether there are problems within a certain department or location that are causing negative feedback. A business can then put in place additional training or counter measures to improve their processes and implement remedial action that can improve the customer journey.

Introducing new products and services to customers is always an exciting and challenging time for many businesses. How will the customers react to the new offerings? Will it be a success or a failure? Many businesses can mitigate the uncertainty with regards to introducing new products and services by analysing data from interactions between customers and the support team.

Front line employees within the business have the most interaction with customers and can be a great source for new innovations and improvements. For example, asking customer support staff to proactively probe customers about new features they would like introduced is a great way to add relevant products or services to any business.

With many businesses looking to make the move to the mobile platform, customer data is a great starting point when deploying a mobile application and creating a mobile marketing strategy. For example, understanding what types of products/services, loyalty programs or messages that customers respond to can help many businesses create a highly engaging mobile app that is constantly evolving to the requirements of the target audience.

As we have seen throughout this blog, there are a number of benefits that a business can experience when analysing customer data to improve processes internally as well as create a better customer journey. Customer data can be processed and leveraged in a number of ways to positively impact every area of a business. To find out how Eazi-Apps can help your business gather customer data and harness this within a mobile app contact the team today.