How to Compile the Right Customer Data for Good Connected Design


How do you deliver and design a great connected customer experience? You gotta have the “right” data.

Data is at the heart of designing and delivering a great (connected) customer experience. Without data informing your design and delivery, you really are flying blind.

But that opening statement leaves us with a few questions, including: How do we do that? And which data?

Let’s look at three things to consider to start with. I’ll add a fourth later in the article.

1. Use Real-Time Data and Insights about the customer

There are a few types of data that you’ll need to design and deliver that experience. I summarize them with the phrase “customer understanding,” and that means we’re using three different sources of information and insights:

  • Listen. This is all about feedback and data. Don’t just ask customers about their experiences via surveys, listen to them, as well (e.g., social media, online reviews, etc.). There are a lot of different channels and ways for customers to tell you about their needs and desired outcomes and how well you are performing against their expectations. It also includes the breadcrumbs of data they leave behind when they interact and transact with your brand. You’ll have both historical and real-time data to contend with.

  • Characterize. Research your customers. Talk to them. Identify their needs, problems to solve and jobs they are trying to do. Compile key personas that represent the various types of prospects and customers that (might) buy from you or that use your products or services.

  • Empathize. Walk in your customers’ shoes to get a clear understanding of the steps they take to do whatever job it is they are trying to do with your organization.Map their journeys to understand the current state of the experience. Build out the service blueprint to understand what’s happening behind the scenes to create and facilitate the experience.

Related Article: Data Enrichment: Key to Maximizing Customer Experience?

2. Create Single View of Customer

As you can see from my first point, there are many sources of data from and about our customers. The problem is, wherever the data are collected, that’s often where they stay. It’s in disparate systems, oftentimes legacy systems that don’t integrate well with current or newer systems.

Data doesn’t just naturally get shared across departments. And when you have disparate data or data sources that are not connected in any way, i.e., they are siloed, then employees’ hands are tied, and the customer experience suffers. At each touchpoint, customers end up saying, “Wow. You don’t know me at all.” And that equates to a lot more effort for the customer.

In order to deliver the experience customers expect these days from one channel to the next, you’ve got to have one source that provides an overview of all the data you’ve collected on each individual customer. So, it’s one source of truth. You’ve got to consolidate and connect data, connect systems. Data is pointless if it’s scattered all around the company.

Related Article: Are You Using the Right Customer Experience Analytics?



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