De-silo and drive with data

De-silo and drive with data

Adopt a holistic, data-driven approach to create a seamless and personalised customer experience. Our digital transformation team explains all to Profusion editor Louise Scott

If there are two words that trip off the tongue of shrewd marketers these days, it’s these: customer experience.

Services such as ‘customer journey mapping’ and ‘customer experience journeys’ are now key features of the marketing agency menu. These exercises are excellent for understanding the customers you serve. The more time and research you spend on the output, the better the ensuing strategy.

Before anything else, it pays to look at:

  • How a customer or set of customer segments behave before purchase
  • What triggers them to make a first purchase
  • What keeps a customer loyal and engaged
  • How customers drop off

Next, use real data (quantitative and qualitative) from real customers to understand how environment, life stage and emotion influence purchase. Apply this knowledge and you can make a big impact on how you deliver customers’ experiences – and beef up your bottom line.

It’s a two-step process:

  1. Identify specific business objectives that translate into marketing objectives in priority segments
  2. Overlay the objectives onto a thoroughly executed experience map

Follow this and you’ll understand how information and action flows across a customer’s journey. You can then translate objectives into impactful, multi-channel activities. When using data, it becomes clearer and simpler to understand what customers need, on which channel, when they need it, and how behavioural triggers may lead them down a conversion path.

If you’re a brand owner …

Create structures and KPIs that oversee the integration of marketing specialists and agencies. For crafting data-fuelled loops that flow from data to insight, action, measurement and back to data, digital channels are most effective. Data that is real-time and personalised into single customer views is much more achievable than it would be by using above-the-line channels.

As highlighted in many 2018 trend reports, marketers will continue to draw real insight and action from their ever growing databases. But it isn’t necessarily about the data itself. You need to understand how to ask the correct questions of the data and, in turn, measure the best touch points that will answer those questions.

For example, if your business objective is to capture new customers from a specific segment of the market, the touch points you gather data from will differ from those used to retain customers from that segment.

To simplify your customer journey mapping, talk to us. We can hold a workshop with you to clarify your business objectives for 2018 and bring these to life in a data-fuelled and actionable customer journey map.