To paraphrase Mark Wheatley in the Conversation Engine, consistency is crucial - and there’s no greater red thread for consistency across customer interaction points than the data they willingly give you at critical points during your relationship. The key here is to hold accurate conversations with customers on an individual basis - but by the million.
Impossible? It can be done, with the information you already have. We’re talking about customer data: that’s call center and purchase history, previous service interactions, and login information, as a basis for building superior customer experiences which will stand the test of time, as well as delivering ROI. This baseline in quality and accuracy wins every time over difficult-to-trace 3rd party data, which shouldn’t be used as a primary driver of customer outreach (but has its value as a support to this rich core of direct data).
We’ve plucked some of the finest customer data tricks from companies we work with who are shaping the future of customer experience ROI:
Recognition and recall is one of the best tricks in creating meaningful customer interaction, and for current customers this means understanding who they are, and what they want - whether they’re on your website or they glimpse your ad while scrolling through the morning news.
Imagine being able to offer current customer Bob an upsell product which is the perfect fit for him, across any touchpoint which makes sense. But offer Zoe, who is a curious browser on the edge of becoming a customer, an offer specifically geared towards newbies.
Making the distinction between loyal customers and those on the edge of conversion is a basic but widely overlooked principle; a quick-win customer journey which can both increase relevance by picking meaningful next steps for those who have shown investment or interest in your company; show your current customers offers that they can actually use; and as the perfect byproduct, reduce unnecessary ad spend on existing customers.
Another positive side effect of differentiating between customers and prospects is the ability to reward your customers appropriately, at the right stage of their journey with your company. You can do this by understanding at which moments they need you and being there in a connected series of ways which will put a smile on their faces, or at least mitigate losing them at a critical moment.
Think about your customers who are trying to find specific information (potentially 83% of your website visitors). Bob is on your FAQs page, trying to understand how to cancel an existing booking or log a service request. This is something on which he seeks validation from a real person, and doesn’t want to waste time exploring every possible option and eventuality. In the knowledge that he’s already a loyal customer of yours, is logged into his account, and has searched for this question, you could skip the arduous interactive response tree when he calls your service center. You can automatically reroute him to a friendly service assistant who has all his information to hand, and you can answer his question quickly, adding an extra something just for Bob - a reward or incentive to spike his loyalty during a time of doubt.
Here, you have removed the risk of a frustrated Bob straying from you, and churning for a service which cares about his enquiry and wants to keep him around. Because you know exactly what he wants to ask - and you not only have the answer, but a positive customer experience up your sleeve to let him know he’s appreciated. Simple.
No one needs to read another blog post about the GDPR. But what has become clear in the past months is the value exchange which data can create, when it’s given directly - and earned well. This is the currency of customer data which has been too-often overlooked, and has now been re-positioned at the core of great performance marketing, with great customer experience to match.
Instead of cobbling together guesswork on whether or not someone is in the market for a mortgage based on the fact they clicked on a housing ad in the last seven months - know that they are because they told you, and make sure you serve them a set of interactions which mirrors both their expectation of you, and the trust they hand over alongside their data.
Knowing what your customer wants, and acting on that need or desire, helps you to reinforce a relationship of trust through demonstrating that you are using the valuable data they share with you to help them, and treating it with the care and respect it deserves.
The beauty of using customer data as a central point of interaction, is that you can also use it as a solid reference for your customer acquisition strategy. Instead of solely relying on buying audiences or bidding on someone else’s customer base, you can match your quality set of interactions and conversations with attributes that really match those who love your product or service. You can create exact-match lookalikes right beside the origins of your most valuable assets.
This not only means you are delivering value to those you know care - but that they are much more likely to reward you for matching their intent, with consistent, life-long conversions which see you exceeding your KPIs with a sky-high margin.