Making Customer Data Core to your Customer Experience
Today, we are thrilled to introduce the latest guest blogger to join our outstanding Clicktools lineup. Daniel Newman is Principal Analyst at Futurum Research and CEO for Broadsuite Media Group. Daniel works with the world’s largest technology brands exploring Digital Transformation and how it is influencing the enterprise. We warmly welcome him to the extended Clicktools, Badgeville, and CallidusCloud team!
Making Customer Data Core to your Customer Experience
by Clicktools Guest Blogger, Daniel Newman
The only constant in our technology-driven business world is that consumers demand, and today, they expect an excellent customer experience.
User experience (UX) is a driving force in a customer journey – according to research from IBM, 51 percent of customers who have switched companies cite poor user experience as the reason for doing so.
Spend some time reading about user experience and you’ll find common suggestions: Optimize your site for mobile, improve your load times, and create compelling content. While these are all good, actionable suggestions, there’s another one with untapped potential – use your customer data.
Our marketing tools and analytics produce huge amounts of data. These are essentially behavioral studies—glimpses into our customers’ minds. We would be foolish to ignore them. See how data will make the difference in your customer experience.
Give Data the Wheel
Companies strive to be on the cutting edge and keep up with the newest advancements in technology. I see this struggle all the time – when you consider mobile technology giants such as Apple and Samsung release new devices a few times a year, it adds up to a lot of scrambling to continually create optimal user design.
Yet, even with all our focus on user experience, we still fall short of consumer expectations at times. Current figures estimate there are 700 million websites on the internet; of those, nearly three quarters (72 percent) fail to drive conversions. Of the 1.6 million apps on the market, three of four apps don’t make it past initial download. Ouch. Considering how much we spend on user experience, those are some unforgiving numbers.
So, how do we keep our websites and apps from relegation to the mobile equivalent of the office basement? Let data take the wheel.
Video streaming companies were among the first to leverage user data to improve customer experience. Consider Netflix, which is famous for innovating Blockbuster out of business. When Roku and Sling arrived on the scene, threatening its comfortable corner of the market, Netflix created personal viewing recommendations to improve customer experience. It even leveraged data analytics to guide the creation of its original content including Orange is the New Black and House of Cards.
Make User Experience Work
User experience remains particularly important in driving your bottom line, but think beyond optimization. Make your user experience data-driven. The Wharton School at the University of Pennsylvania identifies three ways digital solutions fail to engage consumers and if we are paying attention, we can steer things back in our direction:
– Segmentation (or lack thereof). We are all motivated by different things. Some of us are inherently competitive, while others shy away from it. Some of us can’t relax until we cross off our to-do lists; some of us are chronic procrastinators. So why do our applications take a one-size-fits all approach? Leverage all that data your app is collecting to create personalized experiences for your end user.
– Failure to provide relevant content. Providing the right interaction at the right moment is all about context, but you need to think beyond the simple when and where. Creating the right context helps move us toward the “segment of one,” a unique look at the user at a specific moment in time. Context applications such as Google Now and Tempo AI (now a subsidiary of Salesforce) leverage user calendars to ping consumers when they’re most likely to convert.
– A less-than-ideal benefit to effort ratio. We all know we must give to get, but a common theme among applications is asking too much for too little. Have you ever scrapped an application because the sign-up process was simply too involved? I think most of us can say that we have, and this is precisely the problem. Pandora is a good example of an ideal benefit to effort ratio – it rewards users immediately after a simple sign-up process and it uses feedback to further tailor radio stations to each user’s tastes.
Data Drives Personalization
Personalized experiences are essential to creating a positive customer experience. According to the Mobile Marketing Automation Report by VentureBeat (VB) Insight, 86 percent of mobile marketers saw increased success after personalizing interactions, including improved conversions, better user insights, increased engagement, and higher revenue. Yet, less than two percent of applications personalize their experiences. It’s time for that to change.
Traditional user experience suggests that we transform our brainpower into research that turns into storyboards and mockups before launching an application. We’re moving toward a data-driven user experience approach that starts with our desired outcomes and leverages data to segment our consumers into different populations, ultimately leading to personalized experiences.
We’re sitting on a treasure trove of data in our servers. It’s time for us to use it.