Over the years, customers have become even savvier and better informed than before, which makes them get tired of all the cookie-cutter products and services available in the market. Today, customers expect brands, organizations, and companies to convey just the right amount of message every time they reach out and promote instead of crossing the lines of their online privacy.
When a marketer keeps on communicating the same general message to broad customer segments, it often creates little to no impact on customer attention and retention for the brand.
Many things can influence a customer’s decision or a company’s customer retention rate. These things include your website design, the tools you use like SEO, your social media platforms, or just mainly your marketing skills. However, since times are changing, so are customers; hence, companies need to upgrade when it comes to providing an accelerated customer experience.
One of the many things you can do is to unify your customers’ data. This significantly affects the way consumers decide and can also dictate their purchasing habits. More than anything, it also helps you further personalize, customize, or tailor each of your products, services, or promotion with the data you accumulate.
To know more, here’s how unifying customer data can improve personalized user experience:
Captures The Essence of Real-Time
Customer Data Platforms (CDP) that focus on unifying customer data definitely help improve personalized user experience as it captures the very essence of real-time. CDPs have all-around access to real-time data, which is a significant benefit as they can be leveraged by real-time marketing strategies. This means companies will be able to deliver customized content across all channels, like websites or emails, personalizing it depending on who visits them.
For example, companies will have the ability to highlight fundamental products or services based on a consumer’s browsing or purchasing history, location, or profile.
As mentioned, one of the key features of unifying customer data includes personalized marketing. This only means that companies can now further match, merge, and duplicate all data such as CRM, email, website, point of sale, and a lot more.
This allows marketers to create a foundation for more in-depth data analysis with more-informed decision-making. Marketers will now be able to build precise and accurate divisions of customers for highly targeted campaigns, establish predictive models, among others, to help forecast which products, services, or content might be useful for your consumers in the future.
Single Customer View
By taking all consumer behaviours and stitching them up into one, companies can view them one-by-one instead of as a whole. This then provides companies and marketers alike the ability to tailor the needs and wants of each customer with their marketing strategies. Also, it ultimately provides a single view of the customer, making it easier for marketers to get deeper into detail with a consumer’s purchasing habits or browsing history, just to name a few.
Once you’ve mastered the art of unifying customer data to improve personalized user experience, all that’s left to do is for you to keep connecting these data with more information about your consumers to get an even more precise view of the return on investments (ROI) of your marketing campaigns and strategies.
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