Do you receive emails from organizations you follow or from brands you’ve recently bought from that are not at all relevant to your interests? Do they promote products you would never buy or tickets to events that are nowhere near your city? I certainly do.
Understanding ones customers (or members, donors and stakeholders) takes time and effort, but it’s critical to building and nurturing long term relationships and driving greater levels of loyalty.
The key is to strategically leverage the large amount of information being provided on a real time basis, such as email subscriptions, surveys, purchase behaviours, channel preferences, location and age to name a few. Most organizations have a plethora of customer data but it is disparate, fragmented and found in several different systems (e.g. point of sale, email marketing software, mobile applications, survey tools, and so on).
Centralizing this data and getting a global view of it, either in a consumer management platform or a data warehouse, may seem daunting but it really doesn’t have to be if you’re working with the right partners who have your business goals in mind and who approach it pragmatically.
If your organization is struggling with developing a customer data strategy, here are six steps to consider:
Customers expect relevancy and personalization. Generic one-size-fits-all campaigns signals that you are not listening to your customers and you don't understand their needs. If you don’t understand your customers, you can’t engage with them. If you can’t engage with them, you can’t influence their behaviour.
The brands that are focused on creating value based on relevant interactions are earning trust and cultivating fans while the others will continue to lose brand equity. Which one will you be?
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