Analytics: Where Does It Fit Into Your Customer Experience?
Analytics is integral to refining the customer experience.
Research shows that “90% of business managers believe analytics has the ability to improve sales, and another 62% report they believe analytics can increase sales by more than 20%.”
Examining the data offers the chance to learn what you did right and what needs more attention. Without analytics, you’re simply hoping that your actions make an impact.
Transform Product Launches
Putting up new items for marketing to the public is critical for organizations. Also it’s not just about the real item. Groups need to get ready for the advertising bit of the launch.
Developing messaging for new product is a make or break moment. If done accurately, you’ll win brand awareness and drive deals. But if you take the wrong direction, you’ll fail the product and might damage the entire brand.
Build demand for your product before it even launches. Segment your email list to send a VIP product announcement to your loyal customers. Or send samples of the new product to existing customers based on their current usage of your product.
Online product launches also are significant to your business. From the landing page to the checkout page, you’re responsible for charting the customer’s purchasing path.
Most companies invest in session recording to help them understand the visitor’s journey on their websites. You’ll gather data about how consumers interact with your content and exactly what they are looking for.
Connect Customer Touchpoints
The consumer’s journey consists of multiple touchpoints, and every customer interaction is essential to your brand perception.
How consumers think and feel about your company is a reflection of how you treat them. So, if buyers are disappointed with product quality, you’ll become a subpar brand in the eyes of customers.
Customer touchpoints should build upon the previous interaction. The goal is to reinforce the brand’s positioning and to deliver a memorable shopping experience.
“Use data to create personalized experiences for your audiences. Customer interactions leave behind hints, creating digital fingerprints that can be analyzed for an abundance of information—right down to what your customers are doing or even how they’re feeling at that very moment,” says Jared Lees, senior manager of industry strategy for financial services at Adobe.
Build Frictionless Experiences
A frictionless experience centers around an ongoing effort to anticipate your customer’s needs, while leading them to their desired path. For example, if most consumers arrive at your site searching for articles to read, your blog link should be in the header, not buried in a menu tab.
These small changes can make a big difference toward ensuring customer convenience. Not making adjustments can lead to consumers venting their frustrations on social media—negatively affecting your brand.
Delight Customers Often
Most people live repetitive lives—wake up, go to work, tend to the family, and do it all over again. Shatter your consumers’ daily monotony by delighting them during the shopping experience.
To delight an individual means to show to a high degree of gratification. It’s all about expressing your appreciation for the person’s past deeds.
Because your brand is more than just a stuffy corporate logo, your team should take steps to express gratitude to customers. A proper thank you can easily lift the spirits of a buyer.
Avoiding customer satisfaction isn’t an option. And delighting consumers must happen throughout the entire brand experience—so revisit your buyer personas and customer purchasing history.
Analytics Knows Best
Change how your team refines the customer experience. Keep analytics on the front lines of your sales objectives.
Use session recording to pinpoint mistakes before official product launches. Study behavioral data to polish customer touchpoints. And test marketing campaigns to successfully surprise and delight your customers.
Analytics is an asset for the customer experience.