June 24


Optimizing Data Driven Experiences

I just had the strangest experience. A brand that I’ve been loyal to for 5 years just sent me a marketing message that absolutely does not apply to me, trying to cross sell a product that I do not need.

Clearly the brand does not “know me” and is not using data to create a personalized experience. Maybe 5 years ago this was ok, but certainly not today!

So many businesses continue to be product-led instead of following their customers’ clues. If you don’t understand your customer’s pain points, you will never be able to truly find a unique position for yourself in the hearts and minds of your core customer to build loyalty.

Let’s face it…great brands transcend good products because they have a purpose greater than the products they sell and remain relevant in their segmented messaging strategy.

How can we really get inside the mind of the customer? Data turned into insights – qualitative and quantitative. No matter how strong you perceive your brand messaging is or how your customers come back to you, finding the REASON why they keep coming back is paramount in scaling your brand.

Deep customer insight helps to transform your customer experiences across all touch points, channels, and interactions. That is why it is important for a brand to use data-driven insights to transform, focus, and build exceptional brand experiences.

Once brands have the data, they can then take an honest look at their customer journey, pinpoint what’s working and what isn’t, and make improvements to better cater to their customers’ needs.

So how do we transform using our data-driven insights?

When people see data, they often look backwards. What we want to do is use predictive data analytics to get a glimpse of the future buying behavior of our customers. We want to let our audience know that we are ahead of the curve – the trusted expert to follow.

Qualitative data, such as customer feedback, is full of actionable insights. Compared to numeric data, it gives you the answers to why customers behave a certain way.

Here are three places that you can use to gather customer feedback:

𝟏. 𝐍𝐞𝐭 𝐏𝐫𝐨𝐦𝐨𝐭𝐞𝐫 𝐒𝐜𝐨𝐫𝐞 𝐬𝐮𝐫𝐯𝐞𝐲𝐬
𝟐. 𝐎𝐧𝐥𝐢𝐧𝐞 𝐫𝐞𝐯𝐢𝐞𝐰𝐬
𝟑. 𝐒𝐨𝐜𝐢𝐚𝐥 𝐦𝐞𝐝𝐢𝐚

By collecting customer feedback and extracting relevant information from your customer’s shopping behavior, you can improve your decision-making, predict trends, map customer touchpoints, make pricing adjustments in real-time, and enhance customer service.

Remember Wayne Gretsky’s famous quote… “𝙄 𝙨𝙠𝙖𝙩𝙚 𝙩𝙤 𝙬𝙝𝙚𝙧𝙚 𝙩𝙝𝙚 𝙥𝙪𝙘𝙠 𝙞𝙨 𝙜𝙤𝙞𝙣𝙜 𝙩𝙤 𝙗𝙚, 𝙣𝙤𝙩 𝙩𝙤 𝙬𝙝𝙚𝙧𝙚 𝙞𝙩 𝙝𝙖𝙨 𝙗𝙚𝙚𝙣.”

Where do you need to position your brand to win the game? Your customers will tell you if you ask..


Rose Hamilton

About the author

With over 20 years in Omni-channel retail, Rose is a proven Ecommerce expert specializing in evaluating, launching, growing and scaling Direct to Consumer businesses.

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