Tips to deliver great customer experience
To keep your business growing you need to keep the customers happy so that they continue to be with your brand. By knowing them well you can serve them better.
AdWeek contributor Ian Monaghan has published an in-depth article on delivering great customer experience with correct data.
Monaghan says, “The foundation to having a single source of truth about your customers comes from having a clear data strategy that can guide your marketing. This way, everyone in your company can be speaking the same data language. There are five areas where you’re going to want to focus your data strategy.
Proprietary and first-party data—Everything should start with your first-party data, the information you have about your customers. This is perhaps your most important competitive advantage. Don’t make compromises when using it, and don’t give it away freely.
Closing the gap between data and creative—This is as much organizational as it is strategic. Creative and data teams need to work together. But often, when this occurs, everyone kind of panics a little bit and thinks the data team is worried that creative is soft-touch and it’s hard to quantify. The creative team, meanwhile, is worried data is just going to tell them things that just take the thinking out of the creative process. So your strategy should lay out the ground rules for their interaction”.
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