For years, companies collected data to better understand who their customers were and how they interacted with the brand. However, many have yet to pair these insights with the actual voice of the customer.
When you combine customer demographic and behavioral data with customer feedback data, you capture what various personas want and need from your company. More importantly, you learn how each specific audience feels about the brand.
Using this data strategically across the business, in marketing, operations and customer service empowers you to offer various groups a unique experience at a lower cost. And that’s game changing.
At this point, customers expect personalization. We live in a world where AI assistants track behavior patterns and tailor services accordingly, and ads market products based on previous purchases and browsing history. It’s time to prioritize personalized experiences or you’ll lose out to competitors.
Here are three tips for how you can pair voice of the customer data with behavioral and demographic data to drive results that increase the bottom line:
The first step toward combining data sets to improve the customer experience across marketing, operations and customer service is to start with the IT department.
IT holds the key to Customer Relationship Management (CRM), ERP and data warehouse solutions that store the information about your customers and market. This data sits in systems like SAP, Oracle (including Siebel and PeopleSoft), Salesforce and Teradata. By working with the IT department, you will gain access to the customer demographic and behavioral data available.
Once you have a better sense of who your customers are and how they behave, you’re ready to take the next step and pair these facts with how they feel about the brand. Customer feedback is usually gathered from surveys, social media platforms like Twitter and Facebook, online review sites, call center recordings and beyond. You’ll need a place to store all this information, so before you begin pairing customer demographic and behavioral data with customer feedback data, find a central hub where you can easily manage and access all this rich data.
Keep in mind that collaborating with the IT department is not a one-off action. Elect a point person on both the IT and customer service team who will manage this process, or check in regularly with the IT department to keep up with what they have to offer and how that data might be of use.
Now that you have access to all this information, step back and figure out how to best segment your customers.