How to Utilize Data to Improve Customer Experience

Customers have changed their purchasing habits during the pandemic. They are demanding more personalized attention online while looking for value. Successful businesses are using data to innovate and change the way they do business.

Let's consider the customer purchasing process. The consumer has a need or problem so they research, engage, and then buy. After they purchase the item, they review it and you either retain a customer or they look for another company. Marketing departments are actively looking at data at each touchpoint along the customer journey to see where they can adapt to these uncertain times to meet customer demands.

For example, when an individual logs on to your website look at the data where do they drop off. If you have a high percentage of people leaving your website after the first page, look at your keywords that are indexed with search engines. Are these the words people are using to search for a product or service. You may want to test other words. If the potential customer makes it all the way to the shopping cart page however does not complete the purchase are you asking yourself why? Is the checkout to confusing? Do they have enough time before they have to log back in? Analyzing the data from your website can ensure you deliver the best possible customer experience.

Three tips for utilizing data to drive your customer experience

1. Prioritize the valuable data you need to succeed
2. Data requires consistent ongoing management so you can adjust to the current climate with the consumer in mind.
3. Be sure the data is complete, valid, and accurate.

It is crucial to analyze data at all customer touchpoints throughout their purchasing journey. A better experience drives growth and builds loyalty.