When creating a relationship with your customer, data is never too much. Discover how a Customer Data Platform helps you to get a 360 view of your customer.
Why don’t we start this post talking about love? Well, maybe not literally, because we leave this matter to the experts, but we would like to start with the following principle: when there is a deep connection with someone, regardless of their nature, we know which gestures please the other, the right words to win her/him and what he/she most values in a relationship.
Following this thought, let’s get to the subject we’ve mastered: digital revolution!
We call it the digital revolution because of the way in which dispersed data becomes accessible and is easily converted into specific actions aimed at retaining clients.
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The best of both online and offline worlds
We believe that this kind of love can happen when you least expect it, for example, outside the store, and even though we have already talked about the countless data sources that a Customer Data Platform can integrate, the truth is that E-goi’s CDP Digital Solutions is the only one with the possibility of monitoring behavior in physical stores.
When consolidating the relationship with your customer, data is never too much. It is information regarding online and offline preferences and behaviors that allow you to customize and strengthen engagement with your customers. It is this comprehensive perception that is often understood as a “360º view of the customer”: it means that you get to know every customer through the history of interactions with your brand at numerous points of contact. The coherent coexistence between online (such as the website) and offline (physical store) environments ensures that there is a positive, fluid, and coherent experience for the customer.
Thus, there are no physical barriers to contact with the consumer, it’s quite the opposite. These multiple layers become a more important source of information, which helps to design future strategic options consistent with the client’s needs.
360º Vision – the market’s augmented and defined reality
Although there are numerous sources of information relating to customers, it is necessary to aggregate the same information in one place. The more information is integrated into a single repository, the easier it becomes to segment and profile customers and define an offer and communication plan that meets their specific needs.
Currently, E-goi Digital Solutions’ Customer Data Platform manages to gather the following data:
- Personal information: name, mobile number, email, date of birth, gender, profession, among others;
- Purchase history: type of movement, date of movement, products purchased, physical store (or not) where you bought it, campaigns you joined;
- Additional notes: contact the support or after-sales service, if you have an invoice pending payment;
- Coupons: which coupons were made available, which were actually used, in which products or services were used the coupons, and in which store (physical or not);
- Type of customer: RFM profile information (Recency, Frequency, Monetary Value), percentage of churn (with Artificial Intelligence support), segments associated with, next recommended products (with Artificial Intelligence support), received campaigns and interaction with it;
- Other data: NPS results, participation in social actions, time spent in a physical store, among other information;
This data thus allows you to have an omni-channel view of the customer, through a timeline that allows you to see how your subscribers reacted to the campaign sent, whether by email, SMS or Push, if they converted, where did it happen, which pages they visited in your online store and how long they stayed in each of them, among other information that will support future strategic decisions.
Benefits of a 360º view of the customer
There’s no doubt – getting to know a customer from all angles is essential support when designing an effective marketing strategy. But it is also important that this vision is accessible and of general knowledge to the other departments.
- Operational efficiency:
Allowing departments such as marketing, sales and customer support to have access to a 360º view of their customers ensures consistency in customer communication, and streamlines the resolution of issues that may arise (the customer doesn’t have, for example, to repeat his/hers personal data at each point of contact).This type of omni-channel efficiency leads to increased customer satisfaction and reduced churn. - Greater engagement:
360º vision helps to communicate the right offer, at the right time, through the most convenient channel for each customer. It is possible then to offer custom experiences, which are associated with your brand’s image and create loyalty, constituting a differentiating element and a competitive advantage. Don’t be afraid to show how well you know your customer (without being scary, of course!), and you will be rewarded with more engagement and frequency of interactions. - Predictive Analytics:
With a complete and comprehensive view of its customers, it is able to better anticipate demand, generate upselling and cross-selling opportunities and increase the lifetime value of each customer.
E-goi Digital Solutions’ Customer Data Platform, supported by Machine Learning processes, uses predictive models that allow you to anticipate your customer’s next interaction and increase your upselling strategy by up to 35%.
One of the predictive models is the Next Best Offer, already discussed in our blog. Based on a premise of “observation” of the customer’s purchasing behavior, relationships are established between customers according to similar behaviors in order to recommend products or services of interest to that profile.
Likewise, with E-goi Digital Solutions’ CDP, it is even possible to predict the purchase patterns of your customers and anticipate the next purchase with an offer adjusted to the pattern of interests or their needs.
Final thoughts:
The rapid speed of the globalized market makes it easy to choose brands in a more volatile way, with a clear preference for those that are more in tune with customers’ preferences and needs, demanding increasingly agile and custom responses. Having a wider view of your market helps improve your communication, making it more relevant and customized, creating personal omnichannel experiences that are hard to forget. As in love, the key to a good and lasting relationship is to show that we are attentive, we understand what the other wants and that we adapt what we have to offer to what has been sought after.