How to Craft a Data-Driven Customer Experience Strategy

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Creating a data-driven customer experience is not a walk in the park. However, it is considered an engine that propels the business to attain its stipulated goals. This has been proved by approximately 87% of business owners from the United States and the United Kingdom who have invested heavily in creating a better customer experience.

Customer experience plays an integral role in enhancing the growth and development of a particular business brand in the long run. You can only achieve this if you have an excellent data plan and you understand the ins and outs of your business data elements.

Read this article to have a crack at what it takes to create a data-propelled customer experience.

Major Pillars of a Data-Driven Customer Experience Strategy

If you have a clear customer experience strategy, you should be able to deliver value to your customers on a real-time basis. You can only make this come true if you have clear information about the major pillars of a data-driven customer experience strategy. Let’s check them out!

  • Customers

In order to create an awesome data-driven customer experience strategy, you need to identify who your customers are, their areas of interest, their demographics, their habits, and their purchasing preference. This is a crucial aspect that you need to have an excellent grip on to be able to tailor your products and services appropriately.

Once you get clear answers about the aspects shared above, they will give you a 360 degrees view of all your customers across different domains. Note that tailoring your business to nail directly to your customer needs is the most crucial element that you need to strive for in order to attain.

  • Data

Collecting and having data at your disposal is the first step to creating a data-driven customer experience strategy. This is where you need to use a data visualization tool (AnyChart, Tableau, ChartExpo or Power BI) to evaluate the nature of your data and uncover insights and trends that can be used as touchpoints during decision-making. Also, you need to conduct customer analysis using the data to understand them better.

  • Customer Service Process

Evaluate how the company offers its services and some of the channels covered during service provision. Also, check if the channels are served as either separate or multichannel. It is also essential to confirm if the respective company has an Omni channel customer service platform where all the operations take place.

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Evaluating all the aspects outlined above enables you to get more clarity on the customers’ journey when finding resolutions to various challenges. In addition, you get to locate channels used by customers when they are going out to seek assistance.

Creating a Data-Driven Customer Experience Strategy

1.      Collect data

When creating a data-driven customer experience strategy, you need to begin by collecting data from different sources across the business. Note that the data used in this process should be collected from the channels and platforms used by the business in its daily operations. Also, ensure that you covered all the channels used mainly by the target audience.

Collecting data from multiple sources ensures that nothing has been left behind in the purchasing journey of customers. If you focus on collecting data from a single entity, you will end up having a biased data population that is likely to affect the results you get at the end of the process.

2.      Create a Data Analytical Model

A data analytical model plays a vital role in identifying how you process the customer data before getting to the required actionable insights. You need to be mindful of the mistakes that you are likely to make during this stage since they may affect the final data returns. The model should also dissect the data to recognize possible patterns in customer behaviour.

It plays an essential role in creating a frame of repeated customer needs and predicting customer support’s crucial diversity. Choosing an ideal platform to deal with should give you more room to integrate with some of the most common business-related tools, such as CRM and the necessary marketing automation tools.

The platform should also give room to customize the data report dashboard where you will be generating essential business reports that serves various purposes.

3.      Note the Customer Preferences

As a business owner, you need to understand that customer needs and preferences are diverse and subjective. However, there is one customer preference thread that always remains constant to give you more guidance regarding the way forward. You need to get back to data visualization and create a survey chart such as a Likert scale chart and review your customer data to identify the most common customer preferences.

In most cases, the preferences you get to uncover are mostly used as a north star or applied in developing the data analytical model. The model needs to incorporate business KPIs and customer service to detect how customer preferences are met. Also, you should evaluate if they are delivering a negative or a positive customer experience.

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4.      Identify the Customer Journey

In the digital marketing world, the customer journey is never regarded as linear. Customers have the freedom to utilize multiple paths before they end up at their desired destination. They can opt to begin the journey using a Chabot or anything else, depending on what works well for them. When crafting the strategy, you need to keep in mind the touchpoints that the customers can use.

At every step of the customer purchasing journey, you should focus on delivering a quality experience. Besides, collect data at every point to analyze what customers want and operate with their preferences. Note that the experience available when users access the business using the website is not the same while using a mobile phone.

5.      Test and Improve

At this point, you will have the strategy up and running. You need to test your strategy and make improvements in specific areas. Keep in mind that there is no entirely perfect strategy, especially if you are doing it for the first time. You should take time and analyze various aspects and fine-tune them where necessary.

After every six months, you should ensure that you revisit your strategy and identify actionable insights depending on your customer preference to make your strategy accurate and streamline business operations. This will give you a competitive opportunity in business and skyrockets your performance.

Conclusion

Approximately 49% of consumers have left various brands across different domains due to poor customer experience. If you have a good customer experience, customers feel appreciated and valued, thus creating a productive business environment. This gives you a clear picture of how to create a powerful data-driven customer experience strategy and its benefits.

Ryan Erwin
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