Why Data Analytics and Personalization are Key to a Successful Customer Experience


In this day and age, information gathering isn’t just limited to observations, surveys, or interviews. Customer data is just at the tips of your fingers.

Whether you’re a small business entrepreneur, a Marketing VP of a large corporation, a CMO of an IT support company, or a customer service practitioner, both you and your customers will benefit from understanding your customers better through data analytics.

Customers nowadays demand a more relevant and personalized marketing approach. Gone are the days when marketing professionals target a wide market base for their products and services. According to a personalization survey report, 96% of marketers believe that personalization advances customer relationships, but more than 55% isn’t personalizing their campaigns correctly.

A proper understanding of data and personalization strategies can help you create a successful customer support.

1. Predict Customer Needs and Wants

Data analytics can show you what web pages your customer looked at and what search terms they used. By monitoring customer data, you can be alerted when something goes wrong. This enables you to predict what they need and want, and lets you offer an effective solution before they even initiate an interaction.

With predictive data, you don’t have to wait for customers to become irate. You can offer preventative measures and solutions before it even starts! Furthermore, you can personalize the customer experience by only providing information they are actually looking for. Both you and your customer can save precious time from not having to repeat problems over and over again.

A customer who has been reading articles about how they can clean their makeup brushes, and browsing different product reviews, may be looking for a makeup brush cleaner. Take this opportunity to send them a product offer for a makeup brush cleaner at a discounted rate. Now, they can stop scouring the net for the perfect brush cleaner.

What customer wouldn’t be happy with that?

2. Customer Retention and Loyalty

What discount schemes or loyalty programs do your customers like? Data analytics will help you answer this question so that you can properly strategize your product and service offers.

Improve the customer experience by offering products that customers are interested in through the right channel at the right time, along with the right incentive scheme. This will help you retain your current customers and keep them loyal to your brand.

Because you can track what your current customers are looking for on the internet, you can offer relevant products and solutions. Also, since you have the data on the platforms that your customer likes to use and the specific time of the day they are usually on it, you know which channel you can best reach your customer on.

3. Omnichannel Experience

Customers are everywhere. They’re looking at your products on various social media platforms, your website, on blogs, and maybe even in-store, but they expect you to provide the same customer experience and service across all platforms. They can reach out to you on social media, by phone, or through email, or all.

Streamlining your various platforms and channels will provide an omnichannel experience. To achieve this, you need to synchronize all your date from mobile, web, and social media.

When your customer reaches out to you on social media and calls your helpdesk, the customer service agent should be able to see the message they sent using another platform. This allows you to understand your customer on a deeper level and provide a more personalized customer support.

4. Valuable Customer Feedback

People are talking about you on social media and are posting reviews about your products and services. The great thing about data is that you can also track and monitor what non-customers are saying about your brand.

This valuable feedback can help you craft a better product, and create a more streamlined and personalized customer journey.

5. Real-Time Fraud Detection

Cybercrime is gaining ground along with technological innovations. Online fraud such as pharming and phishing are common issues that plague customers and service providers alike. Businesses need to be vigilant in keeping their customers’ information safe and secure.

Data analytics tools can help you detect bad IP addresses, unusual login times, and multiple login attempts of your customer’s accounts. Customers can be at ease in knowing that your company is watching out for the security and privacy of the information you hold.

Achieve Overall Customer Satisfaction with Data Analytics

Data analytics can provide context and insight about the challenges and situations surrounding your customer. You have the information about which sites they visit, what time they visit the website, and what content they are searching for. This data can help you determine which messages to send them, what content to push, and ultimately, optimize your communication strategy at every touchpoint.