A customer-centric approach to data
The idea of being ‘customer-centric’ has been around for some time now with many companies claiming this strategy, but not actually living it. It relies on the idea that the customer experience is placed at the heart of everything that your company does – it is a powerful strategy for delivering excellent service, as well as acquisition and retention of customers. But, how does a customer-centric approach apply to the wealth of data that we are collecting on a daily basis?
Understanding your customers
The starting point for building a customer-centric data strategy is to understand what your customers want. Typically, one can do this by analysing their behaviour in their interactions with your organisation – digitally or physically.
Living in a digital economy, most companies with an online presence are inundated with enough big data to be able to build a complete picture on user behaviour. Having the ability to store, access and analyse this data with some level of accuracy will unlock many useful insights which can then be implemented in your customer acquisition or retention strategy.
However, it is often the case that the vast quantity of data is paralysing, added to the constant concern over security and looming GDPR requirements, which give an additional level of complexity. 2017, however, saw a steep upward trend towards integration of automation tools and analytics dashboards which act as a helpful tool to be able to sort through this data. Many market leading data management tools also integrate seamlessly with other enterprise software to ensure that you get a complete picture of your users.
Personalised user journeys
Regardless of the type of organisation, a personalised user journey is becoming standard in many industries, whether it be personalisation of the on-site journey or storing communication preferences.
While you might think that this requires a huge investment and arduous migration to new software, this is not necessarily the case. This might be as simple as activating common analytics software, such as Google Analytics, to understand how users behave on your website. This will allow you to build unified profiles of your customers which then make it easier to implement at a strategic level.
What do you want to use the data for?
When looking at creating a customer-centric approach to data, the first question to ask yourself is: What do we want to use this data for? By answering this question, you will be able to understand what data you need (if you don’t have it) and from there, allow you to best assess the investment required and ultimately how it will serve to better your relationship with your customers.