E-Commerce Checklist: How to Use Your Customer Data
The data you collect from your customers can produce valuable insights and lend itself to impactful changes in the way you market, sell, and support your consumer base. Data and analytics are key terms in marketing circles nationwide, and their importance cannot be overstated. E-commerce customer data is incredibly powerful in the way it can revolutionize your marketing strategy, but only if you use it wisely. Without the know-how to put that data into practice and drive meaningful outcomes, data is left feeling insignificant and underappreciated. Here are a few tips to give your data purpose and help drive your business forward:
Identify Your Target Market
Identifying your target market is one of the most important assessments your business can conduct. Target market identification can help you relate to your audience and identify the specific needs of your unique customers. It’s also an identification that may be a moving target, so it’s important to circle back and re-determine that target over time. Customer data can help define your target market and from there help you hone your communication, products, and services to best meet the needs of that market segment.
Create a More Personal Customer Experience
Personalization is a fundamental key to better customer engagement and increased brand loyalty. Collect information about your customers including their prior purchases, interests, engagement in your marketing campaigns, and social media interactions. This information can help you gear your future communications towards the unique preferences of your customers and help strengthen those relationships through a more personal customer experience.
Customize Promotions and Target Customer Segments
If your customers exhibit specific buying habits, offer them a customized deal and target them with a specific promotion to show them that you’re listening to (or rather, watching) their needs and interests. Pay attention to their interests and segment them into groups based on those interests. This highly-personalized shopping experience will benefit both you and your customers.
Collect Feedback — and Use It
You don’t know what you don’t know, and that can be a problem. Reach out to your customers through email surveys, feedback forms, and social media posts to see what they’re really thinking. And then, most importantly, respond. Letting your customers know you are listening and adjusting your business to suit their needs can do wonders for your business and the loyalty of your customers.
Identify Needs & Build New or Better Services and Products
The feedback you collect from your customers can help you identify new products and services and develop them without wondering whether they will be successful. With customer data, you can know in advance where the interests of your market segment lie and how to best position yourself to capitalize on those desires.
Improve the Customer Support Experience
No matter how great your product or service, the availability of your support staff and your customer’s experience when something goes wrong can make or break your business. Use customer data to pre-emptively resolve problems such as missed payments or shipments, and adjust your business where appropriate if you see trends in your customer support tickets. With customer data, your business is ready and able to preemptively address issues and resolve them immediately. Customer data can also help you identify bottlenecks and clear your customer’s path to purchase quickly and effectively, leading to higher sales and increased customer satisfaction.
Customer data is an incredibly useful tool to help your business respond to the changing needs of your audience. By analyzing data you can customize your promotions and improve the success of your marketing campaigns, adjust and develop your products and services, and create a better customer service experience. Make sure your data is working hard to serve you, so that you can better serve your customers – allowing you to experience the benefits of a truly data-driven business.