A Definition of Customer DNA
Derived from customer data, Customer DNA is the complete view enterprises gain into their customers. Just as DNA in the biological sense is an individual’s unique genetic code, Customer DNA in the marketing sense is the customer’s unique behavior and tastes. Customer DNA gives a 360-degree view of the customer, enabling organizations to create personalized, relevant customer experiences for each of their individual customers.
Benefits of Customer DNA
There is so much data being generated by and about customers today that it can be nearly impossible to gain a complete view of them. And, because data exists in silos, it takes a great deal of time to merge it into a singular customer view that is still relevant and offers actionable insights. By utilizing a customer experience system that merges operational and marketing data, organizations are able to merge thousands of metrics into a singular, comprehensive view of enterprise customers on the individual level that is required for personalization. Customer DNA that is derived in this manner provides maximum visibility into customer behavior, enabling enterprises to control business results in a whole new way.
Comprehensive views of the customer enable enterprises to manage customer relationships on an entirely different level, build greater brand loyalty, increase customer lifetime value, and create a data-driven organization by operating in a customer-centric way. Customer DNA is the key to the comprehensive customer views that provide individual insights for creating personalized communication and exceptional customer service that today’s consumers have come to expect.
Uses of Customer DNA
When enterprises gain a holistic view of customers at the individual-level through unsiloed Customer DNA, it becomes possible for them to become customer-centric. The result is that enterprise marketing programs transform in three ways:
- With Customer DNA, enterprises are equipped for making relevant offers that increase engagement and conversion rates
- Customer DNA enables enterprises to reduce spam, which increases both customer satisfaction and customer lifetime value
- Customers are at the center of the business equation, leading to greater loyalty and value
Customer DNA also gives enterprises the ability to gain the singular customer view that is required for controlling their marketing efforts through a customer-centric lens. This equates to a new control over marketing efforts that includes:
- Increasing conversions and gaining new, high-value customers
- Powering upselling results through timely, relevant offers
- Reducing customer attrition
- Reducing service cost and churn
Customer DNA takes much of the guesswork out of marketing strategy. It makes it possible for enterprises to engage customers with opportunities and communications that are targeted and relevant, effectively eliminating the traditional shot-in-the-dark approach to marketing. Having real-time insights into customers helps enterprises to deliver the right information at the right time, creating experiences that matter to them. This leads to lasting impressions and facilitating the development of brand loyalty.
Customer DNA also translates to no longer spending time only with customers who are about to leave or communicating with prospects who are unlikely to buy; rather, Customer DNA aids enterprises in targeting high-value customers with personalized experiences that lead them to stay, and in approaching high-value prospects with appealing deals for acquiring new customers and facilitating company growth.
Customer DNA that provides a truly comprehensive, 360-degree view into customers gives enterprises the power to predict outcomes and create personalized experiences that better align with individual customers’ behaviors and desires. Customer DNA results in more control over business practices and marketing strategy, because it allows enterprises to deliver the right message to the right people at the right time, every time.
For further reading on Customer DNA, visit our blog. For your convenience, we have linked to three of our most recent customer DNA posts below: