As customers consume content via the various channels of today’s digital world, something critical is happening—that customer is becoming a significant factor in a company’s distribution or referral program. After all, it’s the customer that ends up referring content on social platforms and word of mouth. It’s critical, therefore, to build a personal relationship with your customers, one whereby you truly understand their needs and preferences.
Technology companies built from the ground up to be data-driven are good examples of how customer experience management is a true asset. Take for instance, Google. Google gathers massive amounts of data about its users’ activities, locations, interests and more – merely from its web activities. Google now goes so far as to tell you today’s weather before you start your day, how much traffic to expect before you leave for work, when the next train will arrive as you are standing on the platform, or your favorite team’s score while they’re playing. And, the best part? All of this happens automatically, without any human interaction.
Data-rich brands, such as banks, must leverage the enormous amount of existing user data they have stored and are constantly receiving. This will enable you to create user experiences that are much more personalized than those created by technology companies that count merely on web traffic activity and information. The services and offers banks make must be as beneficial as a virtual, personal assistant. Because customers’ expectations of their favorite brands are increasing, and they have more of an affinity for those that offer more pertinent information, instruction and offers that add convenience to their lives.
At the end of the day, the more content and data companies have on their customers, the better their ability to quickly drive actionable results and deliver greater revenue to the business, while ensuring privacy and convenience for the customer. But, remember, the key to delivering superior customer experience is to contextualize their data, and to get personal—understand your customer at the individual-level to deliver the right messages and offers, at the right time.