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Using Data Analytics to Fine Tune the Customer Experience

This is Part 2 of Why Analytics Matters, a monthly series that highlights inspiring ways BigData, Analytics and Cloud are transforming enterprises. This month, the focus is on customer journey. Specifically, how businesses are utilizing customer analytics to better serve their customers, improve margins and build stronger, more loyal fan base. Customer relationships can be considered a long journey. Along the road from customer interest to purchase, there may be highs, and occasionally, lows. How do successful businesses deliver superior customer experiences? First, they carefully craft a journey that is full of highs – i.e. responsive customer service, user friendliness, omnichannel access, and promotion personalization. But they also know how to anticipate and bounce back from the lows. BigData and Analytics enable and empower successful customer experience management. Every time a customer interacts with your brand whether with a swipe, click, call or in-store visit, businesses can examine the needs of their customers. Armed with this data, retailers can continually fine-tune the customer experience. Using BigData to determine and improvise customer journey is challenging. But it’s absolutely necessary in today’s hyper-competitive business environment. How can you get started?

Why Customer Analytics Matter from McKinsey & Company

Why Customer Analytics Matter from McKinsey & Company

This brief from McKinsey & Company establishes a clear business case for customer analytics. First, after surveying 700 executives, McKinsey reported that “extensive use of customer analytics” can have massive impact on profit, sales, sales growth and ROI, according to survey respondents. Yet, beyond this, the report lays out three factors that are necessary for maximizing the impact that customer analytics can have. A few key points: Businesses must establish an analytics-based culture, and be willing to benchmark customer analytics use to improve efficacy.

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Six Styles of Customer Analytics from Gartner

Six Styles of Customer Analytics from Gartner

How should you approach customer data analysis? Ultimately, it’s based on what you’re hoping to achieve. In this article, six types of analysis are outlined by Gareth Herschel, a research director at Gartner. How can you use analytics for improving customer experiences and encouraging advocacy? Herschel suggests using analytics for “deep listening” and empowering employees. Additionally, Herschel highlights ideas for how to improve customer relationships, determining KPIs for customer satisfaction, and personalizing the customer experience.

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The Evolution of the Customer Journey in 2017 from MarketingLand

The Evolution of the Customer Journey in 2017 from MarketingLand

Customer journeys are no longer linear. They’re fragmented and that makes marketing more difficult than ever. In this article, the author, Jim Yu, provides tips and ideas to help marketers connect the dots and reach customers on these fragmented journeys. First, Yu notes how marketers must be prepared to reach customers based on intent and BigData is the key to determining intent. Once intent is determined through analysis, marketers can personalize and tailor messaging. In the customers’ I-Want-to-Know stage, for example, marketers will be successful when delivering messaging that provides information and answers questions. Additionally, Yu offers four strategies for addressing this evolving customer journey in 2017.

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Five Ways to Gain Customer Insight: A Guide for Marketers from Marketing Profs

Five Ways to Gain Customer Insight: A Guide for Marketers from Marketing Profs

Even if you have every customer analytics tool at your disposal, it’s crucial that you generate insight from all the data you’re collecting. Where to look for insight? Author Steve Hartert highlights five places to look. First, Hartert says marketers should continually monitor primary and secondary customer data – from total sales, to geolocation data, etc. Additionally, you can generate insights by surveying your customers, building personalized relationships, A/B testing, and customer listening.

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Data Integration Is Key to Shedding Light on the Customer Journey from DataMentors

Data Integration Is Key to Shedding Light on the Customer Journey from DataMentors

There are insights hiding along the customer journey – purchase intent, channel preference, etc. Customer analytics, when successful, help businesses see these insights. This article from Larisa Bedgood highlights specific considerations that businesses need to make when developing a customer analytics solution. For instance, Bedgood highlights how to approach customer journey mapping, as well as highlights the most effective BigData tools for understanding the customer journey.

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TEAM CLUTCH PROMISE

A powerful customer analytics platform takes your business to the next level.Team Clutch develops enterprise BigData, Analytics and Cloud solutions that will help you reach – and exceed – your business’s KPIs and more effectively engage your customer base.

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