They all want to retain customers and to achieve this they use various attractions that they believe are infallible. Such as loyalty programs with rewards and incentives, offers, or promotions. But these assumptions can be dangerous for the profitability of the business, and inefficient to obtain what is sought, if the client is not perfectly known. And for that, a prior work of analysis and interpretation of a large amount of data is required. Generally, they all believe they know who their customers are, but they cannot find a connection between the data they have collected from them and the behavior that those customers have in reality. Hence we see huge business failures. It is not only a calculation error, it is about not being able to establish that relationship between information and results.

Until recently, behavior patterns were massive, faced with such a stimulus, such a reaction. But things have changed. Nothing belongs to the great masses, now everything passes through the individual and his circumstances. And if we talk about the business we will put it in these terms, it is about the relationship of each particular client with your brand in a specific context. Do you have your business integrated? If you don’t get online and offline customer engagement, you could hardly create a customer experience that deserves to be lived. If technology, communication and insight converge, everyone wins. That basic gain is called engagement.

What makes two clients who have the same level of income, education and corporate career profile, choose to spend their vacations in places as different as the best hotel on the most luxurious beach in Europe, or doing low-cost ecotourism in the most inhospitable of your own country? Clearly the difference is made by lifestyle, personal and family values  El Salvador phone number list  ​​and tastes. We are in the era of personalization. Every time the phone rings and a voice on the other side offers me an exclusive benefit, it often happens that many times I already have contracted that service and with that same company! A sign of the enormous ignorance that companies have about customers. The inability to harness the potential of your CRM.

Qualitative information on consumer habits flows to credit cards, banks, supermarkets, e-commerce sites and social networks. But so far there is little connection between them and with the rest of the service companies, so there is a lot to grow in the business. That disconnect is applicable to the in-store shopping experience and the digital media interaction experience. It is usually very different. It is clear that companies that analyze accurate data and translate it into personalized actions have more satisfactory results than others, regardless of the channel. They recreate a truly omnichannel experience for their clients by focusing on integrated communication. And this they can do thanks to the wonderful recognition capacity of #InsightsHumanos that we can access today thanks to technology and the analytical and strategic power of specialists.

Finally, answer these four questions about what you are doing, there is always time to rectify the path. Do you know your customers before the competition? Don’t let them get competitive advantages from you. All the information is valuable to offer better products and services, or the most appropriate to each client. Do you have the ability to segment your audience? Segmentation eliminates probabilities and guesswork, and helps you focus your marketing actions and reduce acquisition costs. If you don’t segment you lose enormous chances of seeing your ROI increased.

Do you communicate or converse? If you knew that a phrase can positively impact a group of your customers, but can scare off the rest, would you use the same message for all? Yet that is what most companies do. If every time you want to know something about your customers, you send them a form, you may end up not knowing anything about them. Use other types of information to get to know them, for example what your customers tell you on social media. Or what they say about your products and those of the competition. But most importantly, what your clients say falls on deaf ears or do you put it in value?

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