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How Bad Data Impact Customer Experience

Bad Data Is Bad For Business

Customer data is used to create customer profiles, which can then be used to drive advertising, marketing, growth initiatives – even store locations, and in customer initiatives, to improve customer service or the overall customer experience. Customer data is gathered internally, or purchased from third-party providers. If bad data is used in the algorithm, insights generated are unreliable, and any actions taken based on that data can negatively impact the customer experience.

Data needs to be consistent, relevant, and have both accuracy and integrity. Data that fails on any of these measures can be considered bad data, and impact the methods by which enterprises create customer profiles – making those profiles at best, skewed and at worst, completely invalid.

Bad data impacts customer experience with brand interactions, including:

  1. Poor Customer Service:

Bad data used for customer service may result in frustrating experiences for both the customer, who may be asked to provide information more than once and the customer service representative that is attempting to provide an individualized, responsive customer experience. It is unlikely that the customer will be satisfied at the end if they have to constantly correct the erroneous demographic, personal, or prior purchase information in the course of a customer service interaction.

  1. Ineffective Marketing:

A recent survey of marketers showed that 21% of their budget was wasted on insights generated from bad data. This affects the customer experience, as brand interactions that are deemed irrelevant, or just plain wrong, erode the consumer-brand relationship. Personalized customer service, when accurate and timely, can boost sales, engagement, and customer retention. Inaccurate personalization can negate those results just as easily.

 

How to ensure data quality

To ensure that data used in analytics is of good quality – and therefore the customer insights drawn from it are good as well – a company should dedicate resources, including employee time and equipment, to ensure that data is accurate before being used in analytics.

Purchase Clean Data

To ensure that the data purchased from an outside party is high-quality, you should know the following:

  • Data methodology: How was the data collected?
  • Data source(s): Where did it come from?
  • Data scale: How large is the raw data set?
  • Data parameters: What are the guidelines for data verification and accuracy?
  • Data freshness: What is the lag time between occurrence and reporting?
  • Data type: Is it factual, or inferred?
  • Data privacy and security: Does the provider follow strict guidelines for protecting the security and privacy of personal information?

When this consumer data is inaccurate, inconsistent, or lacks integrity across data sets, the insights that are drawn from the data will be inaccurate as well.  This negatively impacts business outcomes, including providing a positive, unified customer experience. To optimize the customer experience and ensure customer satisfaction, and strong brand relationships, consumer data must be high-quality, accurate, and cleansed.

Conclusion

With 9 out of 10 businesses competing mainly on customer experience, it’s the organizations that take customer experience seriously that will stand out from the noise and win loyal customers over.

One thing is for sure, to deliver a positive experience, you have to know your customers better than ever before. This means creating complete customer profiles that help you understand and measure your customers’ behaviour at every touchpoint, and across multiple channels. Once you know your customers well enough, you can use that knowledge to personalize every interaction. Customers these days have more power and choices than ever before. Thus, you are responsible for understanding and acknowledging their needs.

If you make sure their interaction with your company is smooth, pleasant and continuously improving, you will drive brand loyalty. If not, you’ll give your competitors the best gift you can – your customers.

talking to a customer

HOW TO SELL TO A CUSTOMER

on the phone with a customer

on the phone with a customer

Selling today is far different from those old days when the customer could only find out about a company’s products or services by being presented to by a slick salesperson, with a toothy grin and sharp intakes of breath!

Today’s salesmanship is identified by a professional approach, highly intelligent about their products, their market, their customers and their industry, and a keen desire to find out about their prospects’ business before presenting solutions.

So, how should you sell a product to a customer today?

One simple answer is ‘don’t try to sell’!

Yes, that seems contrary to everything we learned in sales, doesn’t it? Well, most salespeople still sell as if buyers were needing to know information. But most people will do a lot of research before contacting a salesperson to finalise their decision.

Many surveys show that the buyer is more than 70% along the buying process before they contact a company. What does this mean for a salesperson? How should we sell our product today, to a well-researched and highly knowledgeable prospect?

Here are some tips:

Approach the sale with an attitude of curiosity

Instead of approaching a prospect with the thought of telling them everything they need to know about your product, see it as a ‘knowledge extraction process.

You need to sell your products by not selling them first!

Imagine you’re a doctor. What would the doctor say to you when you went into his surgery?  Would he just give you a prescription straight away? No of course not. He would make enquiries as to what was wrong and ask you some deep questions to ascertain exactly which direction he should take the conversation.

See yourself as a doctor to your buyer being your patient. You need to ask a series of questions to determine the situation that your prospect is in.  Only after you have gained information and built up some kind of knowledge concerning their situation can you officially say you are in a position to make some kind of recommendations.

Confirm your understanding of the customer’s situation

You need to clarify your understanding so that the prospect appreciates you understand and have a clear picture of the situation that they are in. Only after you have done this have you earned the right to even contemplate what products or services might be right for their current situation.

Present your solution based on exactly what will solve their concerns

People don’t buy your products. Instead, they will buy whatever will solve the current situation that they are in. So, when you present your solution, make sure that you are talking about the results that they will get rather than the features and benefits of your product.

Gain commitment by ensuring your customer knows what the product will do for them or their business

Your prospect will only decide to go with you when they understand the short and long-term results that your product or service will bring to their business or themselves. By doing this you make it very clear to them how they will benefit from your products. Remember that the product itself is not as important as the short, medium and long-term results that they will achieve after using your product.

So, how do you sell a product to a customer today? By discussing their needs, gaining knowledge of their business, putting yourself in their position and proving that your products and services are going to provide a better future for them than anything else they currently experience.

Credit: MTD Sales Training

CUSTOMER SERVICE EXPERIENCE – 5 Things Your Customers Deserve

Think about this: Amazon, Uber, Zoom, and Tesla Motors, what do these brands have in common? They were each, not the first to do what they do, but they did the consumers’ job better than their competitors. And, they consistently give their customers the best service experience they deserve.

They are all disruptors. Walmart disrupted local retail businesses when they came into a community. Uber disrupted the taxi-cab industry. Amazon disrupted the entire retail world, Zoom disrupted physical meetings and office space. And, Tesla disrupted the automobile industry.

So, are you starting in a career or business and it looks like there is nothing new to do? Like everything that could be done has already been done? There is yet a way to disrupt your market. Make an exceptional customer experience your brand identity. Customer service is often overlooked in companies, and, this could be a big opportunity to differentiate your business and attract and retain loyal customers.

For The Best Customer Service Experience, Do These:

  1. Know Your Customers – Who is your ideal customer? What does your customer need? How can you meet that need? Do your research and analyze your target audience. Beyond the service, you want to provide, know enough about them to become a part of their lives.
  2. Design a customer-centered service experience – Your customers are at the centre of all you do, not you. Alongside the product or service you are offering, deliberately put your customers at the centre of your activities by designing a customized service experience. Therefore, if you know them as explained above, this should not be difficult to do.
  3. Respond quickly to every customer inquiry or comment – Know when to read the script and when to use your humanity. Do not ever keep your customers waiting. Never!
  4. Stay in Touch – Adequate use of social media will give you top-of-the-mind awareness with your customers. Be conveniently accessible to your customers and stay in touch. Social media is an extension of brand marketing for you, therefore, use it sufficiently. Something as simple as a good CRM (Customer Relationship Management) program can help you keep track of your customers, what they have bought in the past and any issues they have had.
  5. Celebrate them – Give a human touch to your brand by interacting with your customers’ experiences and achievements. Celebrate their moments with them, and, thank them for patronizing you.

In conclusion, let them know that you are not just after their money, you sincerely want to make their lives easier. 93% of customers are liekly to make repeat purchases with companies who offer excellent customer service.

Before you employ that staff, you might want to read this

There are lots of mistakes company do when they try to hire qualified people to deliver. Every company vows to have great Read more

Ways to Disrupt Your Competition with Customer Service

How do you stand out while disrupting your competitors during a competition, if not the entire industry? How can you be the most convenient company in the world? So, here are ways you can compete – and disrupt – your competition:

………..Stop comparing yourself to your competitors……………

………..Be amazing on social media……………….

…………Respond quickly to every customer inquiry or comment – A quick response time can make a customer say, “Wow!”

Other convenience principles will help you create loyalty and gain market share.

Reducing Friction

Reducing friction means making it easier for the customer to do business with you. Amazon does this really well on their website by making it easy find the item you want. If you’re already in their system, you’re done in just one click. To make reordering simple, they have created dash buttons for hundreds of different brands.

When you are running low on a staple item such as laundry detergent or toothpaste, you just push a button and it is delivered within a day or two. They’ve made it so convenient, you don’t even have to go to your computer anymore. With the Amazon Echo, you can ask it to do everything from place an order with Amazon to turn on your TV.

Consider what Uber did to the taxicab industry. If you want a cab, you have to call the cab company and wait for the taxi, with no idea when they would show up or what the ride was going to cost to you. Then you had to pay for it manually. Uber reduced all of that friction, saving you time and aggravation.

Self-Service

Panera is an example of how self-service can actually prove to be more convenient for the customer. Instead of standing in line at the counter to place an order, Panera provides the option for customers to order and pay for their meal at a kiosk. When you place your order at a kiosk you are given a pager, then you take your seat at an open table.

The tables have sensors built into them;  when your order is ready, you don’t have to get up because the server already knows where to find you.  You might think with these advancements they wouldn’t need as many people standing at the counters and supporting customers, but they’ve never eliminated employees. Instead, they’ve moved the people at the counter to food delivery, allowing those employees to better engage with the customer.

As a leader, this is how you retain customers during disruption

The first thing you have to think about during a dispute is allow customers to talk. Allow angry customers to talk and express their feelings Read more