Imagine if all your customer touchpoints could speak to each other.
From desktop to mobile, email to in-store, if each could talk, they’d be able to communicate the last time they interacted with consumers, and share stories about what a customer wanted. Between them they could recognise exactly what individuals wanted, and know what they’re likely to need next.
That smart cross-channel insight and customer recognition is what data connectivity can help you to achieve. But effective campaigns powered by deep data insight do more than just join the dots. They help you make the most of your marketing activity and most importantly, make customers happy. Below are five quotes that may influence how you use data to better connect with, and recognise customers.
Remembering the importance of consumer-centricity
1. “Customer personalisation should not come at a cost that stops that customer engagement – a savvy userbase will become more conscious of how companies could take advantage of their data, and won’t play ball if they don’t like what they see.”
For marketers to drive meaningful relationships, they must remember: through personalisation, they’re aiming to solve customer problems and meet individual’s expectations of real-time, accurate engagement.
Consumer-centricity lies at the heart of effective personalisation, and as IBM’s Paul Papas states; “You need a personalised customer experience to breach real and digital worlds”. In light of this, marketer’s should remember:
2. “Customers [should] be at the centre of any business strategy as they increasingly come to expect more from their services… One failed interaction, one little swipe on a touchscreen, and you could lose [customers] forever,”
It’s not simple – but data is both the cause and solution to the issue. With a transparent approach to customer data use and the ability to recognise consumers as individuals cross-platform, engagement, loyalty, and smarter data use will result.
Mobile is an invaluable channel for insight and customer recognition
Mobile is a channel unlike any other when it comes to recognition – it’s almost an amalgamation of all touchpoints, making it an invaluable source of insight:
3. “Mobile is clearly no longer the second screen for customer engagement. Nearly a third of total digital traffic (31 percent) is now via mobile devices, with more consumers than ever using their mobile devices to engage with companies, be that shopping or interacting over social media.”
For best customer recognition, a considered mobile strategy is crucial, though a surprising number of organisations still lack mobile agility. Stated in cmo.com in May 2015:
4. “A third (34 percent) of companies have a defined a mobile strategy for the next 12 months, but nearly half (45 percent) haven’t… A lot of it is simply down to resistance and lack of understanding.”
Recognition can be hard to achieve on mobile. One way to get around this however is to encourage consumers to move ‘in app’ and use mobile apps to connect with brands. This immediately smoothes disjointed recognition, greatly enhances loyalty schemes and content relevancy, and overall leads to a greater customer experience.
For campaigns to have the competitive advantage and gain the upper hand on insight – make the most of mobile.
Ethics must never be forgotten: Transparency leads to trusted insight
For marketers to build long term trust and have the opportunity to better recognise their audience, transparency and ethical data use must always come first.
Customers are increasingly aware that marketers use their data; so companies must clearly outline what they plan to do with insight, and ensure a frequent, open and honest dialogue with customers in order to maintain trusted relationships. Advice from Henk van Roekel on CGI.com outlines three key principals that should be considered for transparent ethical relationships:
5. “(1) Know your customer. (2) Engage in a conversation with customers. (3) Work as a trusted advisor, always safeguarding the information customers share.”
Unfortunately we’re still a way off touchpoints that automatically communicate insight with each other. But that doesn’t mean connectivity is impossible. By building transparent relationships between consumers, marketers and data, the route to better cross-channel insight, and accurate customer recognition can be achieved.