As customers consume content on the go via various channels, something critical is happening — that customer is becoming a significant factor in your 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, whereby you truly understand their needs and preferences.
Technology companies that are built from the ground up to be data-driven are good examples of how customer experience management is a true asset. Take Google for instance: it gathers massive amounts of data about its users’ activities, locations, interests and more, merely from its web activities. As a result, your experiences with Google are more personalized than that of, say, your bank. 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.
Data-rich companies must leverage the enormous amount of existing user data they receive by constantly creating highly personalized and connected user experiences; as compared to those created by technology companies that are dependent on web traffic activity and information alone. They must resemble a virtual, personal assistant. Because customers’ expectations of their favorite brands are increasing, they have more of an affinity for those that offer more pertinent information, instruction and added convenience to their lives.
This presents an exciting opportunity for your brand to leverage customer data to better personalize user experiences. Companies used to rely solely on their customers’ intent and product considerations, with little need for conversations or interactions. Now, however, productively utilizing customer data allows you to determine what a customer is most interested in, and to create a personalized experience where content, products and/or services are presented to customers before they even realize their needs.
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