One characteristic of an approaching pandemic is apparently, among other things, the exponentially increasing demand for toilet paper. We thus allow ourselves a brief analogy that should not be taken too seriously.
Data and MarTech: no compromises for your Customer Experience
In this article we explain why it is not always enough to know your customers inside out or simply to have great processes and MarTech tools.
- The use of data requires not only its existence, but also its structuring and preparation – which is not always so easy.
- Insights into customers and the customer experience also allow conclusions to be drawn about the potential for optimising tools and processes.
- It can therefore be worthwhile to carry out a data audit before optimising MarTech tools and processes and thus gain valuable input. For example, with our partner Datalogue.
It is no longer news that data is literally worth money. William Niles wrote for Forbes: “You don’t have to be Facebook or Google to know that customer interactions can yield a wealth of information”. In everyday life, we benefit from discounts or even supposedly free offers if we give away our data in return.
The more you know about your customers, the better you can tailor the customer experience to your target groups along the customer journey. According to the motto: the right content or the right offer for the right customer at the right time in the right place – so much for the theory. So far, so simple.
MERE EXISTENCE IS NOT ENOUGH
It is obvious that the matter is not quite so simple in practice – the mere existence of the data is not enough. At the beginning, one often finds oneself confronted with an unstructured pile of collected data. This mass of data must be evaluated, bundled and processed so that statements can be made. In a first step, it is important within the framework of a data audit to understand which data is available in which form, from which sources and in storage, and by whom it is managed. Only then conclusions are possible as to how these can be used to gain insights into customers and to improve the customer experience. Of course, it is also essential to keep an eye on any legal requirements!
Once the initial situation is known, the next step is to continuously sharpen the customer profiles created on the basis of historical data. In so-called progressive profiling, new data points from the customer journey are continuously recorded and the image of customers is thus further validated and sharpened. This creates the basis for a personalised and automated customer journey and its ongoing optimisation – and for ensuring that customers are shown the right content or the right offer at the right time. In the best case, customers then proceed to action: the purchase.
Now we know our customers better and can conclude how we should design the customer journeys for our favoured target groups – this in turn allows conclusions to be drawn about processes and MarTech tools. Because: the broadest knowledge of the target groups is of little use if the processes and tools on which the customer journey is based are broken, inefficient or outdated. It is therefore worthwhile not to consider the topic of data in isolation, but to also take technologies and processes into account. A data audit also provides input for the modernisation of marketing technologies.
THOSE WHO USE DATA SHOULD ALSO TAKE MARTECH INTO ACCOUNT – AND VICE VERSA
So if you – like many marketers – are currently at a point where you would like to structure your data volumes a little and draw valuable insights from them, it can certainly be worthwhile to expand the scope a little. Why not use the insights gained to critically question and optimise your own processes and tools?
The questions you might ask yourself are: Is the experience I offer my customers today suitable? Am I really in a position to inspire the digital-savvy target group of tomorrow’s customers? The broadest knowledge of my target customers is of little use if I try to engage them with inefficient processes and media discontinuities. Of course, the same consideration applies in reverse: the smartest processes and technologies are of limited help if I hardly know who I want to inspire and persuade to buy.
So far, so good? Then nothing stands in the way of a customer journey and experience tailored to the target groups. Unless you don’t employ any data or CX specialists, business analysts and developers in-house. In this case, not only we at YOUNITY will be happy to support you with our bundles, but also the colleagues from our partner Datalogue.
Datalogue’s core competence is not only to carry out these data audits – i.e. a precise inventory of existing data – but also to interpret them and deliver valuable insights for the optimisation of customer experience as well as marketing and sales as a whole. Exactly the kind of insights that we at YOUNITY are happy to use to find exactly the right processes and suitable MarTech solutions for each case – for the smartest customer journeys that really serve your customers.
Sounds good? We think so too. We’d love to tell you more about our services and about our partner Datalogue – in person or remotely.
Bild: Myriam Jessier, Unsplash