• Be customer centric
Too often businesses approach customer interactions from a product or service perspective and place all the value in what these interactions can do for them, as a business. What businesses should be doing is shifting their thinking so they become a customer-centric champion. This means treating each customer as an individual with one-to-one personalised experiences.
This customer focused approach will lead to experiences and communications that are more valuable to a customer and can help drive loyalty, stand out from the crowd, increase engagement and boost sales.
• Leverage data
Leveraging data seems to be an obvious piece of advice but so few businesses do this well. Often data can be hard to access as it’s either locked away in silos across the business, in various formats or out of date.
Customer profile and behavioural data should be collected and leveraged to define the customer experience businesses take to market and analytics can be used to refine those experiences over time. Even a simple approach to data can yield fantastic results.
This could be in the form of Single Customer Views, basic Segmentation or simple Journey Mapping. A more sophisticated approach can include lead scoring, predictive modelling, data analytics and machine learning.
The outcome of such an approach can often redefine how the organisation operates, how they go to market, what products and services they offer or what promotions to run and when.