Personalizing your business’s customer journey so that it is relevant to your client base takes a great deal of effort. But suppose you actively utilize the audience-specific data you collect about your clientele with the assistance of tailored customer analysis tools. If you draw on these insights to inform your product branding and marketing strategies, you can ensure that your customers’ experience when connecting and interacting with your brand is both relatable and engaging.
Fostering a positive customer experience will encourage your clients to return to your brand, time and time again. And, as common business knowledge would affirm, encouraging repeat clientele is far more effective for business than using precious time and resources to generate new sales leads.
So, how exactly do you use data insights to formulate the most optimal, customer-centric experience? Well, doing your own research or completing a business analytics online degree can teach you all you need to know about this fascinating subject. Alternatively, just stay with us to learn more.
Customer Data Analysis: What is it, exactly?
Customer data analysis, also commonly referred to as customer analytics, is the process whereby data-driven insights are gained about a business’s client base. These insights – when used to their peak potential – can prove invaluable to help inform your business marketing campaigns, as well as to cultivate the best possible and most engaging experience for your customers when they are interacting with your brand. For the best results, there is a multifaceted process every business analytics expert should follow.
Customer Analytics: Quite the Process
The first step to customer data analysis is to identify who your customer is using analytics software programs.
Being able to pinpoint specific information about your customers will enable you to understand who it is that makes up your client base. For example, are your customers predominantly Anglo, middle-aged men? Or perhaps, your audience is made up of fierce young females and gender-fluid individuals? Also, where is your client base located? Are they mostly in the US, or do they hail from far-flung international locations? Do your customers belong to a certain ethnic group, or is your audience multicultural?
Now, once you’ve identified what you need to know about your clients, how exactly do you answer these questions to identify who your customers are, and what they need from your brand?
If you run an eCommerce business – or if, like any other modern-day business owner not living in the Stone Age, you have a website for your brand – you will be able to utilize the customer analysis software programs that are built into your site (such as Google Analytics, for example). This type of software will enable you to track every customer who visits your website, as well as where they are coming from – based on their IP addresses. Good quality analytics programs will also display the demographics of your customers – things like their age, gender, and even their interests! This information is key to understanding your client base.
Another method of customer analytics is to review your clients’ buying habits. Look at their cycle of past transactions – do they buy certain products at certain times of the year? Do they follow trends or purchase viral products? Having some awareness of what is happening in social media land will also help you understand this. In addition to this, you can also dig deeper into what your clients need by using responses from customer feedback surveys. Nothing speaks the truth quite like word of mouth, and you can guarantee that the feedback your customers give about your products and how suited they are to their needs, will be honest – whether that feedback is positive, or negative!
Using Data Results to Customize Your Customer Experience
Once you’ve collated your clientele’s data using customer analytics, you can use this information to personalize your customer experience. This will require you to tailor your branding and marketing to your customers’ tastes, based on the insights you’ve gained into their interests, buying habits, and product preferences.
By taking into account who your clients are, and what they want, you’ll be able to build an engaging and relevant customer experience that focuses on delivering what your clientele needs. But remember – cultivating a customer-centric brand experience will only work if you first take the time to analyze who your customers really are.
