When it comes to data in the 21st century, it’s time to think big—literally. Big Data is collected constantly at ever-increasing speeds from smart phones, computers and a variety of other touch points. With so many metrics and data points, it can be intimidating to know where and how to start leveraging them. Luckily, there are a few easy and very effective ways to use data to increase the impact of your critical customer communications.
- Understanding Your Customer
One of the first—and, in all actuality, the most crucial—things you can gain from data is a true understanding of your customer: how they act, what motivates them, what they like to purchase and why. A true insight into each of your customers is a veritable gold mine of information. Understanding your customer means understanding how to communicate with them and, ultimately, how to keep them from abandoning your brand for another.
Personalization and data go together like peanut butter and jelly. It’s an obvious pairing, because data allows you to gain the insight you need to make each customer’s communication a personalized experience. Once you understand a customer, the next step is to begin targeting messages to their specific needs. Tools like Microdynamic’s Transpromotional Marketing allow you to send customers specified messages that speak directly to them. After all, customers want to feel unique and understood, and what better way to do that than by sending them customer specific communications?
For most companies it is a difficult feat to attempt to send out personalized messages to each individual customer, that’s where segmentation comes in. Grouping customers into segments based on similar qualities such as purchase frequency, products purchased, purchasing motivation and more allows you to send a message that targets your customer without needing to send individualized messages. These targeted communications make your customers feel more understood, which in turn means they are more likely to engage with your message.
Learning how to utilize data in each message you send out allows you to more accurately and efficiently communicate with your customers. Contact us to learn how to begin using data in your critical customer communications.