Data is collected from all kinds of sources, including purchase history and interests.
While there is plenty of information to sort through, how to use it often becomes a question for businesses.
Seven professionals share their insights on how they record, track and leverage customer data to maximize sales.
Create a Customer Profile
Customer data is useful to create a customer profile. Use your data to figure out who your customers are, what they like and how you can best serve them. When you know who your customer is, you can then maximize that profile and connect with those types of people who would need and want your services. It also allows you to know how you can best serve already existing customers in order to retain long-term loyalty.
Megan Chiamos, 365 Cannabis
Personalize Using Customer Buying History
Imagine the next time you reached out to a past customer, instead of just a generic coupon or pitch email, you looked at their buying history and location and instead sent them a personal video email. You tailored the messaging to make it educational and informative and because you are leveraging customer data (from your CRM or wherever you are holding it), the customer gets a better experience that feels concierge. If you are looking to win in sales or marketing in 2020, it’s vital you evolve beyond just selling a commodity. You need to sell an experience. The companies that use data to become relational (vs. just transactional) will win.
Casey Hill, Bonjoro
Provide Useful Information
We are constantly talking to our core customers in-person on the grounds at music festivals, live chat, emails, calls, and on social media to better understand what they are asking for. We take that feedback to our eCommerce committee to execute upon those requests. All CX changes are A/B tested and tracked extensively before and after the changes are made. For example, our customers were having issues determining sizing for different garment types so they requested extensive model measurements including height, bust, waist, hips, etc. We took the extra steps to provide all of those details. This improves the overall customer experience and helps us to meet our customer’s expectations.
Brian Lim, INTO THE AM
Use a Good Email Provider
Email makes up a big chunk of our revenue and segmentation is key for better targeted and personalized emails. Having a good email provider allows you to segment your customers for email flows such as browse abandonment and abandoned carts, which are based on behavioral triggers after they’ve shown intent, and have a great return on investment. Also having a sequence of informative emails that address any blockers for your customers go a long way during the pre-sales process. Just the same, having a sequence of emails post-purchase to ensure the customer has a seamless experience with our product has resulted in additional sales and referrals for us.
Raveena Cheema, Purple Rose Supply
One of the most beneficial uses for customer data is outreach. Using customer emails to sincerely check in on how the customer is enjoying the product or even asking for areas your business can improve on is a fantastic way to build relationships and make future sales to that same customer.
Brett Farmiloe, SaaS SEO Company
We try to create a lookalike audience of previous customers in different regions and demographics to boost sales. Now, this is eventually a hit and trial method but once you have a working audience, you can create as many lookalike audiences as you want.
Osama Khabab, MotionCue
Automate Repetitive Tasks
Implementing marketing automation tools that reduce our time spent on admin tasks and free up our sales team to develop stronger relations with clients and leads. Many of these tools have time tracking plugins or features which also help you to improve on your personal productivity.
Mike von Guilleaume, Ecommerce Strategist