- January 11, 2017
Tighter Integration: 3 Steps to the Holy Grail of Customer ExperienceShare this:
Use Big Data to get closer to your customers.
If you’re on a quest to create better experiences for your customers, then making them hyper-personalized in the process is probably the business equivalent of the Holy Grail. After all, that’s the ultimate way to create the kind of positive, relevant, and memorable experiences your customers and constituents will want to repeat time and again. Not surprisingly, it’s also the top priority cited by organizations pursuing digital transformation, according to an Accenture study.
The problem, of course, is that great customer experiences can be just as elusive as the actual Holy Grail. Although widely sought after, they’re incredibly difficult to come by.
The key to providing them successfully is Big Data. And while that may be common knowledge in our age of analytics, figuring out how to gather that data and deciding what to do with it to create better customer experiences isn’t as widely understood.
1. Start with a business problem
Customer experience is shaped by your customers’ interactions with your business. If you can identify where the pain points in those interactions are, how you can better serve your customers with new insights, or both, then you’ll know where to focus your efforts.
2. Gather and analyze your data
Next, collect as much data about your customers as you can. You can do this in a variety of ways, including mining your marketing tools, gathering usage and performance data from your products and services, purchasing data from third-party providers, and even conducting interviews to fill in any gaps.
Once you have a rich data set, it’s time to start analyzing it to see what insights you can uncover and ultimately use to improve your customer experiences. Specifically, you’re looking for insights that will either allow you to solve the business problem you identified earlier or that will make your offering more valuable and personalized to your customers.
3. Inject the insights into your products and services
Once you’ve identified the insights, it’s time to put them to use. That might mean changing the way you deliver your product or service, tweaking features, or finding other ways to optimize what you’ve got. It might also mean putting some of the data into your customers’ hands so that they not only learn more about themselves, but also how they compare to others. Your goal should be to refine your offering to make it as easy to use as possible while at the same time providing your customers with the most value.
Admittedly, it’s a difficult balance to strike, but in the age of Big Data it’s exactly what every company is trying to do. Those who do it best will be winners going forward.
Like this story? Learn more about taking the creep factor out of the Big Data customer experience and how to avoid making assumptions about customers.