Working with Data Products: A Sample Customer Journey in Three Parts

Like thousands of businesses across the U.S., you suspect you can probably operate more efficiently with better data management and better software solutions. But where to begin? What does the process even look like? Join us for a typical customer journey in three parts where we take you from start to finish: from identifying the problem, to investigating solutions, and finally the customer experience working with Data Products experts.

The Challenge

Company Y is a retail business based in the midwest specializing in women’s clothing and accessories. They pride themselves on impeccable customer service that gives each visitor an individualized experience. After years of perfecting their in-store shopping experience, Company Y is now expanding to include online shopping through their website. In launching this initiative, they are looking to keep up with the trends as well as provide customers with an alternative way to purchase products in the wake of COVID-19. As they venture into the world of online shopping, they are seeking help with data analytics to provide customers with a seamless and user-friendly shopping experience. 

The potential of online retail is vast, but not without challenges. In order to remain profitable and competitive, Company Y is looking to increase sales by 20% each quarter. Customer acquisition in an online space requires specialized algorithms that go beyond social media marketing, therefore, Company Y is looking to use the power of data to implement and analyze online advertisements. 

The first few months saw an influx of new visitors to the Company Y site as well as visits from previous customers who were trying out the online platform for the first time; however, they were surprised that very few of those visits converted into actual sales. They suspected that one reason could be the diminished customer experience: whereas visitors to the store were greeted as they walked in by a representative who would learn about their fashion goals and unique preferences, there were no features in place to replicate that experience on the website. Company Y executives recognized that, in addition to seeking out new customers, they should remain focused on providing a personalized customer experience. They realized that a lack of data was at the root of the problem. Even though a number of customers who once made purchases in stores were now visiting the website, they did not have much more information available than the customers’ names. They did have a separate database of items purchased and sales totals, but were unsure of how to make the most of that information. 

In Brief: Company Y is seeking services that will allow them to both expand and enhance the online facet of their business. Stay tuned for Part 2 next week where we will delve into data analytics that will enable company Y to forecast trends and make strategic decisions for individual customers.