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More happy customers with the help of big data

22nd Jun 2017
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There are 700 million websites. Nearly ¾ of them are failing to get meaningful conversions. The overwhelming majority of apps are never used after they are downloaded initially. All too often, it is poor customer experience that is the problem.

Business owners who have conversion issues can often be found furiously tweaking landing pages and planning new digital marketing campaigns in an effort to turn things around. Unfortunately, without big data to inform their decision making process, they are doing little more than throwing things at the wall to see what sticks.

In order to create satisfying customer experiences, business must take advantage of the insights that big data brings. When they do this successfully, customer satisfaction will improve.

Big Data Teaches Businesses What is Working And What is Not

Ultimately, data reveals what is working and what isn’t. It shows where in the customer journey people are falling out of the funnel. It clarifies which processes and experiences are most successful at pushing customers towards conversions.

The struggle that many have is believing what big data reveals, when it goes against their instincts. Some become so invested in a product, in a landing page, in a process that they cannot conceive that what exists isn’t providing customers with the experience that they want.

Data Can Be Combined With Direct Customer Feedback to Improve Insights

On the other hand, big data should never be the only thing informing the customer experience you create. It’s also very important to obtain direct customer feedback whenever possible. This can be done by conducting phone interviews with customers, posting surveys, and providing opportunities to provide feedback on order forms.

Don’t forget about your customer facing employees either. They receive direct customer feedback on a regular basis. Talk to them. In many cases, big data will help you find a problem, and direct customer feedback will help you further pinpoint the issue.

For example, big data may show that you have a landing page where customers are dropping like flies. However, it will likely take insights taken directly from customers to determine what is causing a negative experience, and what changes need to be made to create a positive experience.

It Can Help to Identify Inactive Customers so They Can Be Reengaged

Thanks to big data, a customer that is lost doesn’t need to stay lost. If a customer has previously converted, but is now static one thing is already clear. At one point, the customer was happy enough with their experience to make a purchase. By using big data, you can identify which customer journeys had the best results and which did not.

You can then use what you have learned to do two things. First, make modifications to bring the customer experience you are offering in line with what has worked in the past. Then, use the insights you have gained to reach out to inactive customers and reengage with them.

Big Data Can Improve Infrastructure And Logistics

Not all big data is about web design and marketing. It’s becoming clear in many industries that big data can be used to improve infrastructure and logistics. This means that processes run smoothly, products are better designed, and the framework on which businesses run is improved. Big data has positively impacted fleet management, online retailers, design firms, and more. While customers may not see these improvements directly, their experiences are positively impacted.

Big Data Can Drive Personalization

Personalized experiences make for happy customers. However, in spite of this, many customers are reluctant to share the type of data that allow businesses to create those personalized experiences. Once again, big data can be used to help.

First, as has already been demonstrated here, big data can be used to improve the overall customer experience. Not only does this mean happier customers, it also means that those customers will be more trusting. This increases the likelihood that they will be willing to share personal data that can improve personalization.

Of course, personalization doesn’t only exist at the most atomic (customer) level. It’s also possible to create personalized experiences using information gleaned from your different customer segments. For example, big data can give you insights into the behaviors and preferences your Gen Z customers, and at the same time help you to understand what pushes their parents towards your products as well.

It Can be Used to Create a Loyal Customer Base

If you implement the insights you gain from big data correctly, you will create more than customer loyalty. You will create super engaged brand ambassadors. The path of least resistance to accomplishing this is through big data.

Big data gives you the information that you need to do the following:

  • Provide personalized product recommendations
  • Promote special offers to different customer segments
  • Target campaigns based on geolocation or demographic information

Identify Brand Loyalists and Engage With Them Directly

Used to its full potential, big data can mean the difference between a customer who simply likes your products, and one that has formed a bond with your brand. The first may become a loyal customer. The latter will bring you other loyal customers.

Using big data to improve customer experience is no longer an option. Customers have the power of choice, now more than ever. Fail to give them the kind of experience they demand, and they will exercise that choice quickly.

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By IlkeK
23rd Jun 2017 14:46

Thanks for the nice article Dianna! It's really fascinating to see how big data is transforming the world of eCommerce. Making customers happy is a proven method in driving sales conversion and big data is a great weapon here that is delivering great results. We have recently had a chance to write on this topic if you want to have a look: http://www.perzonalization.com/big-data-can-help-to-increase-conversion-...
Disclaimer: I am the co-founder of Perzonalization; a predictive personalization SaaS solution which is used by eCommerce websites.

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