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Three Principles to Design the Customer Experience Using Big Data

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“Without big data, you are blind and deaf and in the middle of a freeway.” – Geoffrey Moore

Mass marketing days are gone! Your customers now expect highly personalized, individual attention when they contact your company. Companies can benefit from the Big Data available for each customer to be able to increase the personalization from one interaction to the next. Nowadays you can Use Big Data for a continuous, incremental enhancement of the customer journey to improve the outcome of the customer experience.

Keep reading to find the 3 key principles that you cannot miss.

1.    Understand your customer

Understanding customers allows you to have a comprehensive knowledge of the customer’s choices. You are then ready to choose the criteria that will help to provide the most appropriate products, services, and others to the right segments.

The first step towards a successful, personalized customer experience design is to segment customers. Customer segmentation should take into account the differences in the customer needs with the following criteria:

Behavioral segmentation

Behavioral variables include expectations from products/services, buying patterns, frequency and value of purchase, and so on. Companies segment customers based on their buying patterns. For example, companies may
segment customers according to age, income, and so on to easily reach those customers.

Psychographic segmentation

Psychographic variables closely link customer behavior with personality and lifestyle. Customer’s different personalities and lifestyles determine the products that they buy and how they buy those products. So you must study individual customer’s values, opinions, hobbies, and lifestyle to be able to define patterns that can be used to group related customers.

Profile segmentation

After segmenting customers, they have to be grouped into a profile. For example, profile customers according to a socio-economic group, gender group, or geographic location to categorize the customers of each segment. Identify and locate the customers of a specific market niche to reach them with the adequate messages and products.

 2.    Put yourself in your customer’s shoes

You have gathered lots of information, identified and understand the needs of your customer, now what? Often times, what customers says is not really what they do or what they mean. So you must trade places and put yourself in your customer´s shoes. Go out, observe your customers, see what their frustrations are.

For example, have you ever wondered why your company fills customer’s mailboxes everyday but has no idea of who the person is when calling the contact center? The lack of an omnichannel customer view leads to a fragmented customer service. If you can collect email addresses and send emails within defined intervals but cannot give your customers a unified experience, that tells something about the level of service you are providing.

After gaining insights on all the steps of your customer journey, you´re able to define the right path from the beginning to the end. A path that is both satisfying and delighting to your customers and the way they feel about your service and products.

3.    Design the Experience

The goal of designing your customer’s experience is to create positive, memorable, valuable, and personalized experiences when customers interact with your company. Therefore, the customer experience design must be deeply based on what you know about your customers, whether they have stated the need or you have anticipated it. Listen to your customers to get the most powerful insights and give them what they really want and need.

  • Combine internal and external sources of data about customer specific variables, such as demographics, economics, preferences, and behavior across devices and channels.
  • Develop self-learning predictive models that cater for inbound and outbound actions, regardless of device or channel.
  • Refine the customer experience process. Profit from the available Big Data to simplify the customer journey, gradually making it easier, simple, and intuitive.

Customer satisfaction is a company’s best and most unstable asset; therefore, you have to be one step ahead and make use of what you can to ensure you provide it to your customers. Actions such as surveys, customer feedback, reporting, business and Big Data analytics allow companies to try, change, and retry the design for a continuous improvement of the experience provided to their customers. The ultimate goal of your company is that your customers solve their issues efficiently and in the shortest possible time frame. Happy customers are loyal, brand advocate customers!

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