In part one of this three part series on customer experience, we covered the importance of personalization and collecting data on your customers to increase consumer satisfaction. The first touch-point of personalizing the customer experience for your guests were your salespeople. There is nothing else that quite works as well than a friendly helping hand in-store — but it doesn’t scale.
In this day and age you need to capture the attention of your customers wherever they are. We’ve already explored that you need to collect actionable data on your customers by having them opt-in and then analyzing the provided information. With that in hand, we can now look to generate and deliver content to customers based on the relevant data you have acquired.
Consumer Satisfaction and Generating Content
Here’s where you do the bulk of your work. The data you’ve collected needs to be centralized into a single marketing platform putting you in control of all your customer information. A centralized database means all of the collected information, regardless of where it came from, can be cross-referenced to give a clearer image of your customers.
If, for example, you find that there’s a segment of your shoppers that are male and like high-end watches then you can start crafting a sale or some other watch related promotional material. Or perhaps you run a mall and see a correlation that women who shop at Coach also shop at Apple. That signals there might be an opportunity to market luxury laptop bags to women. The data you’ve collected dictates the content you generate so look for correlations or outliers to improve your consumer satisfaction.
Delivering Content to your Customers
Now that you have generated some content, you need to look into delivering it. The crux of the customer experience to increase consumer satisfaction is delivering relevant information in a convenient way for specific customers. That means that there are three major aspects to delivery:
- Time & Location
- Demographics & Interests
Channel is the medium which the content is delivered. As we wrote about in part 1, the easiest channel touch-point is your sales associates inside your retail outlet. However, it isn’t the only channel to reach them. You can reach them via email, SMS, or even a social media campaign depending on what the content is and what your goal might be.
That brings us to the next point: time and location. In order to create more dynamic and interactive content, it needs to be delivered based on customer context. One way to accomplish this is set a time based campaign which will be sent at a predefined period. An even more interesting way to interact with your customers is by location. When a customer visits a particular store, for example, they can receive an email that is in some way related to that visit.
Rounding off the trinity of delivery is demographics and interests. Instead of sending out a mass email to your entire list you can hyper-target specific groups of people which you’ve already identified. For example, women who regularly shop at high-end luxury stores probably have no interest in budget menswear.
To recap part 1 and part 2, we’ve collected customer data by having them opt-in. Then we used that data to craft content and explore different delivery methods based on context. In the final part of this series we’ll bring it all together with automation and analysis.