Using Data to Understand Your Customers
Business Solutions With many brands tapping into data to better understand their customers, your customer experiences may get more personal.
Data about you as a customer is more accessible to brands than ever before. Technologies for brands to analyze and act on that data have also recently exploded. As a result, brands are coming to see that it’s possible to truly understand you as a customer and deliver a one-to-one, well-orchestrated customer experience that will earn your loyalty. A recent study by Loyalty360 uncovered that 37 percent of brands expect that the experience they provide will not only leave you satisfied, but will also earn your loyalty and advocacy.
A new experience
So how should you expect your interactions and experiences with brands to change? Personalized experiences are on the horizon for many brands, and you’ve probably already seen this from those on the cutting edge. Amazon, for example, is known for tapping into your customer data to create a more curated e-commerce experience for you. Others are following suit, and it’s not just limited to retailers.
"If brands can achieve their goals, it will lead to a more satisfying, gratifying and efficient customer experience for you."
Expect to receive more intuitive and real-time offers and promotions. Brands are using customer data to identify the best target customers to receive promotions, often utilizing mobile to do so. For example, the CPG brand Hellmann’s invited customers to check-in on their mobile app while at select grocery stores. Customers were immediately presented with an opportunity to claim a Hellmann’s coupon and access a featured Hellmann’s recipe.
Making a connection
Expect to be presented with an increasing number of intangible benefits. Surprising and delighting customers with free products or memorable experiences goes a long way in building emotional connections. Awarding avid fans with free products, inviting valuable customers to a concert by their favorite artists, welcoming guests to a hotel with an arrangement of their favorite flowers are just some examples of what companies are doing to surprise and delight their customers.
If brands can achieve their goals, it will lead to a more satisfying, gratifying and efficient customer experience for you. Let’s wish them well.