How to Improve Your Customer Relationships with Data Analytics
Sunday, 29 November 2020

Today, data has become an increasingly important factor in marketing. And, we are gathering more data than ever before on a wide range of subjects including the industry, business performance, competitors, and customers. The data provides knowledge that companies can put to use when it comes to improving marketing strategies, choosing the right products and services to offer, and improving customer service.

But technology and data are just one part of the picture. In an increasingly digital and technological world, brands must take care not to lose their human side and avoid interactions that are too robotic. In order to form the best relationships between businesses and their customers, marketers need to be able to connect with people on a human level. And, bots can’t quite reach the level of connection that people can when it comes to connecting with other people.
 
 

So, where does data come in? Organizing and analyzing the information that you collect on your customers allows you to learn more about them - enough to form better relationships with your customers by learning to get to know them better as both groups and individuals.

How to Make Data Work for You

 
Today, the majority of companies are collecting some kind of data. But, if you can’t figure out what the facts and figures mean, the data isn’t going to help you get very far. Collecting and organization of your data is essential, but even more crucial is the ability to analyze it and put it to use. Once you analyze the data, the information and insights that you receive as a result can help you improve advertising by making it more targeted; improve your content by understanding what customers prefer; and collect data on your customers that you can use to improve their experience by providing them with more personalized interactions.
 
Understanding how people connect with your brand is one of the best ways to accomplish these goals. Behavioral data allows you to better understand your relationship with customers, which can help you know what to do more to take those relationships to the next level.
 

Forming a Connection with Your Customers Through Stories

 
Telling a compelling story is one of the best strategies for creating connections with customers and improving your relationship. Data analysis can make it easier for you to determine which stories your customers are going to be the most interested in hearing, and the narratives that are likely to have the most successful impact when it comes to improving the customer relationship. Understanding your customers better gives you the chance to select stories that will truly engage their emotions and invoke a crucial aspect of forming a strong human relationship. Understanding your customers will help you gain all the benefits of good storytelling, by allowing you to figure out the best way to tell your stories in a way that’s going to truly allow your brand to connect with its audience.
 

Personalized Customer Service

 
Studies show that an increasing number of customers want to see more personalization as part of their shopping experiences, but not all brands are delivering this experience. Creating personalized shopping experiences goes much further than simply referring to your customers by their first name in communications, and instead means that your brand is using data to take the time to get to know each customer better on a more personal level.
 
Information such as past shopping behaviors, browsing history, past communications, and more can all be leveraged to put together a more detailed picture of a certain customer and used to come up with a more personalized and targeted way of communicating with them whether you’re sending marketing emails or conversing with them in a customer support call or chat. Learn more about the importance of data analytics for personalized marketing and customer service by clicking here.
 

Mutual Affinity

 
Everybody knows that no relationship is a one-way street and forming a true connection will require some input from both sides, including the relationship between a business and its customers. Using data to create a positive, productive relationship between your brand and your customers requires some level of mutual affinity. Not only does your brand need to demonstrate that it cares about its customers, but your customers should also care about your brand.
 
It’s important to demonstrate to your customers that they are important to you - after all, without them, you wouldn’t make any revenue and you wouldn’t stay in business for very long. Over 60% of customers reported that feeling like a brand cares about them helps them to form an emotional connection to the business and drives loyalty. And, what better way to show your customers that you care than taking the time to truly get to know them, their preferences, and their needs?
 

Continuous Data Gathering and Analytics

 
Don’t make the mistake of only gathering data from time to time when you feel that the need to learn something new arises. People are constantly changing and the interests and actions of your target audience are likely to change a lot as time goes by. Because of this, it’s important that your business is constantly gathering, organizing, and analyzing customer data in order to keep up and make sure that your knowledge of your customers is current. The more time you invest in learning about your customers, the easier it will become for your brand to predict their needs and work on building a stronger relationship with them.
 

Reach Out to Customers

 
Don’t just get to know your customers from the sidelines. To form an even better relationship with your most satisfied and loyal customers, it can pay to get in touch with them personally. Offer to publish their review or success story on your website and ask them to be an advocate for your brand. Make it as easy as possible for customers to connect with your brand by adding a review page or setting up your brand on popular review sites where customers can share their stories - and in doing so, provide you with more data to analyze and use for improving the future customer experience.
 
Today, a strong relationship with customers is the backbone of every successful brand, and data is leading the way when it comes to getting to know your customers better.
 
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