You will be glad you did.
One of our biggest messages as a brand is – understanding your customers. That’s why we are in the business of harnessing customer data to gain insight.
The truth is: the more you understand your customers the better you can meet their needs. And the more successful you will be as a brand.
Therefore, you need to channel more resources towards knowing your customers better.
To do this effectively, here are 3 crucial areas you need to focus on:
Be Where Your Customers Are
Technology has caused the proliferation of communication channels. We have more platforms for interaction now than we did 10 years ago.
This is a good thing, right? Yes, it is.
However, for many brands, it spells confusion. Since customers can contact brands through any of these channels, many brands do not know which channel they should use.
Well, the answer is simple – look at the data.
What does it say? Your customer data should give you an insight as to what channels your customers reach you with the most.
Studies have shown that most customers use email the most. It stands at 27% compared to channels like chat and chatbots which stand at 11%. And so, if your customers interact more using email, then be there with them.
Put the right customer service agents there who are conversant with the channel. And who have the right knowledge.
Mind you, the number of customer queries is growing at a crazy rate. You may want to learn how to effectively handle this increase in queries.
Listen To Your Customers
Your customers have a voice, and they are always speaking. But I guess you already knew that.
You probably already have 1 or 2 VoC programs in place using surveys to gather customer data. However, you stand a better chance if you employ more advanced tools. Tools such as NLP, AI, and text analytics will give you a clearer picture of what your customers are saying.
And do you know why?
It is because these advanced tools can sort through large amounts of unstructured customer data. They can extract meaningful insights from email, social media, and chat conversations at scale.
This sort of data tells you more about your customers than, say, surveys.
Furthermore, using AI removes the bias and one-sidedness of surveys. It also collects data in real-time making it possible for you to spot a trend and act accordingly.
Additionally, it is more cost effective and less bothersome.
Listen To Your Agents
They probably know more about your customers than you do.
I could be wrong, but it’s not a farfetched assumption since they spend more time with customers than you do.
Your customer service agents have ample knowledge of your customers. Therefore, it is wise to listen to them and take notes of their opinions. They may, for instance, have a few suggestions about your central knowledge base.
In addition, you can evaluate all the customer queries they get and see what questions customers ask the most. Do the questions centre on the buying process? Or are they about your return policies? Or maybe they are about your website’s user experience?
Whatever the case maybe, it’s a clear pointer to areas of your business that need attention.
Listening to your customer service team does 2 things for you…
First, it helps you gather the much needed customer insight you need to improve customer experience. Second, it increases the commitment of your team. When they see that their suggestions have been acted on, they will listen to your customers more attentively.
There is always more you can do to understand your customers. And data is key to achieving this. Therefore, you should take these 3 areas into consideration as they will help you learn more about your customers.
Getting valuable customer data is not as difficult as you think. Don’t let traditional marketing firms fool you. You can collect precious customer insight daily without much effort.
All you need to do is integrate Spoton Wi-Fi’s analytics and marketing software to your Wi-Fi network. It collects all the data you need to understand how your customers behave and what they want.
You can say goodbye to wasteful marketing campaigns. Because the data our software collects will enable you create more effective marketing. Using the rich insights, you will create personalized messages that will get your customers to take the desired action.
If you are eager to learn more about how our tool can help you grow your ROI, then contact us now.POSTED ON March 6, 2020