Customers are not just data- Treat them right

Please Note: Your customers are not mere data!

Your organization had been managing and tracking customer communications so far. You store every customer story right from their purchase, interactions, for quite a long time.  All organizations collect data and store them for a useful purpose. But making most of this data, looking at them, analyzing them, and using it effectively – can really bring some magic in business. Invest in email appending. This ensures that your email lists are top-notch.Data becomes a useful guide for your company. It provides a better insight into your customer. In fact, it is important for you to know that how much knowledge is actually needed to know your customer. You should know, what is appropriate to discuss. Apparently, we have more information than what our customers can think we can have.

Following are the questions you need to ask often before you evaluate your customers.

An enormous data in your customer base talks about your customer – is it enough?

Huge customer data can provide you better insights; helping you make a better decision. Actually, in a real-time scenario, there should be a balance between data you hold, activities that are carried out, and the way you utilize the data. A modest approach to the entire data mining process can make you achieve the desired result.  With the advancement in information technology, data gathering, and several analytics, you are able to find out more data. You can create targeted emails lists from it. Anybody can find information through advanced tracking mechanisms and appending. But this do not mean that you can reveal them as often as you wish because “you are capable” of tracking your customer through this data.  An honest data mining approach can really make you learn about your customers’ requirements well and help you to find out how your products and services can serve these needs. Data that does not help you in understanding your customer should be removed instantly

Does this “creepy” data annoy your customer?

It is vital for you to know about your customer thoroughly. They help you. You know whether they have opened your email or whether you have been opt-out from their existing list. You are aware that they are not satisfied with products or the services you provide and are they buying from your competitors.  You need to utilize this information to improve your product features or extend your services. You also know when they open your mail or look into your website. But is this useful information to be mentioned in your email? The “scary” factor of these enormous data mining efforts gives us a one-sided viewpoint on what we can use to communicate with our customers. You just need enough data to provide value added service and keep pace with your customer’s requirement. Make sure that your data should be able to communicate some value to your potential customers when they actually need it.

Data helps you measure your customer’s requirement well and help you provide what they are looking for. It is not something to control or persuade them. Knowing something about your customer which does not serve them or meet their requirements will just hinder your relationship with them. It would not help them to grow. When you buy email lists, always ensure you match it up with your current email database.

Remember it takes 12 positive experiences to make up for one negative experience. News of bad customer service reaches more than twice as many ears as praise for a good service experience.

How smart is your customer-data strategy?

Your customer-data strategy needs to evolve with the advancement of the current tech-savvy scenario. A successful strategy has key components like- “cloud-based”, “App-centric”, ‘Smart’ data, and so on.

Customer Data Management (CDM)

Do you have a solution mechanism in your organization where data is collected? Customer data management streamlines customer feedback mechanisms (CFM) and customer relationship management (CRM).  CDM must be tightly integrated across all departments (sales, HR, marketing) in your organization.

Prioritize your front line customer

Most organizations spend more time and energy in looking out for new customers. They also spend time and resources on retaining these customers. Customer retention needs less money. You spend more money in searching for new customers than to retain old customers. In that scenario, it is important for you to select “RIGHT” people. Prioritize these “RIGHT” people as your front-line customers. Increasing the customer lifetime value is most important.

Here are some new strategies for customer retention

  • Use emails to send special promotions
  • Use customer surveys to understand their experience
  • Make them happy by offering personalized experiences

Measure customer satisfaction; find out whether they are really happy

Customer satisfaction plays an important role, within your business. Not only is it a leading indicator to measure customer reliability, identify unhappy customers, increase ROI; it is also a key point of differentiation that helps you to attract new customers in competitive business environments.

You cannot wait until there is a sign of obvious dissatisfaction at your customer end; you need to take action. To understand their requirement and respond to them immediately you need to be proactive and anticipate what your customer wants.

Amy John is a marketing executive with over 12 years of experience in the execution of marketing and lead generation strategies. Currently, she heads the marketing department at Email Data Group, a renowned B2B database provider.