You hear the term ‘big data’ every five minutes when you work in marketing. It has become one of the most valuable technologies for marketers. However, with so many marketers talking about it, it's easy to think big data is overhyped. Another problem is that marketers aren't data scientists and sometimes the information around big data can make it seem inaccessible and too hard to implement.
Well, in our opinion big data is not overhyped and it can be easily implemented – especially when it comes to improving customer experience. To help you get started with using big data for customer experience, here are our top four tips for improving your big data strategy.
Jumping into big data is a little daunting. It's best to go into it with some best practices in mind and a good idea of how you want to use it to improve your customer experience. If you're new to using big data to improve your customer experience, here is where you should start:
Big data can get complex, but can also be made simple. To keep it simple, easily accessible and useful, you will need help and collaboration from all areas of the organisation.
Creating a solid data infrastructure will help you get the most from your data and ensure you set off on the right foot from day one.
You will need input from all departments to understand:
You may want to create a team within your company to help guide the change in how you collect data and improve your customer experience. If you’re in a larger organisation that has such a team, you could consider creating a sub-group with a marketing focus.
At the very least your team should include members that have inputs from IT, accounts/finance, legal, sales, and your CMO.
Keeping on top of data privacy regulations is essential when including big data in your customer experience strategy.
Being in the know about the latest data privacy laws assures your customers you take their privacy seriously. In addition, it ensures you never get into any trouble with your data collection by violating laws you weren't aware of.
Data regulation is changing all the time, not only legally but also within companies such as Google and Facebook who you may use to get your customer data.
Keeping on top of changes ensures you are never taken by surprise and left without access to data you need to implement campaigns because of a policy change. You will have sufficient warning of changes and can prepare yourself for the impact they will have.
If you are part of an international company your policies will probably want to include as many international requirements as you can. This will simplify your efforts in complying with regulations in various locations such as the E.U or U.S.
Customer-centric marketing means understanding your customer's motivations and big data helps you do this. Yet many companies get things wrong when it comes to using their customer data to improve their customer experience because they don't take the time to understand motivations.
Big data analytics can even help you understand the motives behind customers’ behaviour when they’ve not been explicit.
Service reports can be used with behavioural analysis to find out why users are interacting with specific marketing campaigns and areas of your customer experience and what the implications are.
For example, one of your customers may have called your team to cancel a subscription but on the call, they did not give a reason for the cancellation. By using your organisational data, you may be able to review and understand what part of the customer experience this particular customer has had a negative interaction with. You may notice that your platform has been slow, or that they had a negative experience with your customer service team. You can then act accordingly to improve that area of your customer experience.
When customers contact your brand, they are starting a conversation. No matter if the conversation is a complaint or a compliment, the way you interact will define your brand.
Your big data can help you deliver a better-personalised experience for your customers and help improve the reputation of your brand.
For example, being able to quickly access information about what products or services a particular customer has purchased for you, and their previous interactions with your brand will help you quickly understand them and deliver a higher level of customer service.
It frustrates customers when they have to repeatedly give personal details to brands who already have them, so using better data infrastructure you can quickly access customer information and give them the service they deserve.
Hopefully, now instead of feeling like you’re overwhelmed by data, you’ll see that you can enable the sort of innovation that builds clear differentiation between you and your competitors in the eyes of your customers through big data – and it's easier to do than you originally thought. Instead of drowning in data, you'll be swimming in it and delivering a world-class customer experience that keeps your customers loyal for a lifetime.
See inspirations here:
Need to give your marketing efforts a helping hand? If you’re struggling to find an easy tool to help you understand what your data is telling you to help fuel your marketing campaigns, then contact us here to find out how Streams can help.