What makes you loyal to a brand- the products and pricing, other shoppers’ opinions, or your shopping experience? Would you stay loyal to this brand despite multiple personal bad experiences? Would your thoughts on this loyalty falter if we say that 86% of consumers leave a brand due to as few as two bad experiences? Your persona as a shopper is your guide to understanding CX for your brand and creating an excellent experience for your customers.
While shopping is majorly about the transactional interaction between a brand and its consumers, customer experience is a necessity to keep this interaction active for longer. About 77% of brands consider customer experience or CX as a determinant marketing factor. The reason behind the significance of customer experience comes from the three benefits it provides:
Encouraging customer retention
Boosting cross-selling and up-selling
Then what are the key challenges that brands face when creating a good customer experience?
*Enter data-driven personalisation of content and communication*
The common thread that binds the challenges is either the lack of information and insights or the failure to interpret this data leading to an assumed and generic communication by brands. In the age when ‘most everything is data-driven, keeping yourself from it will only hold back your growth. Data helps you understand your target audience with respect to their choices, habits, and their behaviour. It also allows you to create audience personas, tailor your content accordingly and the platforms you choose for your brand and maintain consistency in communication. Additionally, data creates scope to review your strategy and alter it based on the insights you receive.
Where should you go looking for data?
Market Research is conducted through surveys, field studies, group discussions, interviews, etc.
Statistical Research done on search engines as curated and posted by other marketers or writers.
Website analysis tracking the data collected in the backend of your website
The CRM of your company directly presents your audience’s thoughts and behaviour
Insights from previous campaigns and communication
With the power data holds for your brand, it also has a few factors that you must be aware of to gain the best results with minimum challenges:
Data accuracy is one of the primary challenges in using data for personalisation. If the data is inaccurate or incomplete, it can lead to incorrect personalization, which can harm the customer experience.
Data privacy while collecting and using data to personalise branded content is the next challenge. Brands must adhere to data privacy laws and regulations and must also ensure that they have the necessary permissions from customers to use their data.
Data integration can be a challenge, as it may be stored in different formats and require complex algorithms to extract relevant insights.
Personalisation can also be tiring by making your customers feel like their privacy is being invaded or that the brand is being too pushy. You must strike a balance between personalisation and intrusion and ensure that customers feel valued rather than targeted.
You may also face technical limitations in terms of the tools and technologies available to personalise content. For example, you may not have access to the necessary data analysis tools or may not have the resources to create highly customised content for each individual customer.
Would you believe a writer's words simply because they’ve written on a relevant topic or believe an article with data to support the writer's words and opinion? Data is not just statistics but insights and research gained from experience, and that's what your audience needs today to trust and invest in your brand.