Establishing rapport and building customer relationships is the foundation of every successful business. And marketers know that tracking and gathering customer data is essential to creating those valuable connections.
It all starts with getting to know your customer. Inc. magazine notes that data is the secret to better understanding your customers’ wants and needs: “When you have a clear picture of the actions your target audience takes and why they do so, you can gain a better understanding of their mindset — what motivates them to buy your products or services in the first place.
After you clearly understand your customer’s motivations and preferences, you can create more personalized experiences, leading to stronger customer connections and increased brand loyalty.
How to Collect Customer Data.
You can’t measure what you don’t track. And there are many options for tracking and collecting essential data to help you make more informed decisions and align your marketing to be more effective. Here are a few ideas:
Surveys:
Conducting online or offline surveys can effectively collect customer data. You can ask questions about their product preferences, user experiences, interests, demographics—whatever is most relevant to your brand.
Social Media:
Social channels like Facebook and Instagram can be used to collect customer data using polls, quizzes, and questionnaires.
Website Analytics:
Tools like Google Analytics can provide valuable information about your website visitors: location, behavior, and interests.
Email Marketing:
By asking customers to sign up for your email list, you can collect their email addresses and other information. Plus, you can track their activity—did they click through to your landing page? Download the free template?
Purchase History:
Your sales history can provide valuable insights into customer behavior, such as what products they purchase, how often they buy, and what time of year they are most likely to buy.
How to Use Customer Data to Make Connections That Drive Brand Loyalty.
After you have that valuable customer data in hand, you can use it to build and align your marketing program to meet your customers right where they are
1. Personalization
We know personalized content is effective: 72% of customers will only engage with personalized messaging. (SmarterHQ) By analyzing data on customer preferences, behavior, and purchase history, you can create personalized experiences for customers. These touches might include personalized emails, text messages, website content, and product recommendations via social channels.
2. Customer segmentation
If brand loyalty is your goal, you must thoroughly understand your customer’s needs and expectations so that you can align your content accordingly: 80% of consumers are more likely to buy from a company that provides a tailored experience. (Slideshare) By segmenting customers based on their behavior, preferences, and demographics, you can customize and target your brand messaging and promotions to specific customer groups, increasing engagement and conversion rates.
3. Customer feedback
If you want to know what your customers are thinking, ask them. You can better understand customer needs and preferences by collecting customer feedback using surveys, reviews, and social media. And then, take the next step: Use customer feedback to improve your products, services, or delivery methods to create better user experiences for customers. 80% of consumers are more likely to buy from a company that provides a tailored experience. (Slideshare)
4. Predictive analytics
Predictive analytics or modeling uses data to forecast future trends and customer behavior. By studying data, you can anticipate customer needs and behavior and tailor your offerings accordingly. This can help you proactively address your customer needs and create more personalized brand experiences. The data can also help you make strategic decisions about future campaigns and promotions based on product inventory/sales, customer engagement or subscription rates, etc.
5. Performance tracking
Again, measurement is critical to marketing program success. By tracking metrics like click-through rates, conversion rates, and customer acquisition costs, you can measure the effectiveness of your marketing efforts and adjust accordingly to create a more inspired customer journey.
A final thought about customer data.
Despite privacy concerns, most Americans are still on board with the idea of personalization: 90% of consumers in the US find the idea of personalization appealing. (Statista) But to succeed, marketers must collect customer data both thoughtfully and securely. And then, we need to connect with our customers and prospects, using that data to create more intimate and personalized experiences with our brands. That’s the essence of establishing and maintaining the customer connections that win brand loyalty.
