Companies that build relationships with their customers are typically the ones that can expect the best return on their investment. There is a lot to learn about the right types of interactions to have with those customers. Analytics can provide a lot of the story for those who are interested in learning more about customer's behavior.
What Are Analytics?
Simply put, these are mathematical measures of customer behaviors. Here’s a classic example; if customers who purchased one product often buy another product, this behavior shows up as data that can be measured. Why might someone want to know this? Because it can mean more precise advertising opportunities. If you know that a customer tends to buy one product with another, then it is easy to put those two products together on the store shelves or online. Here at Swiftpage, we’ve been analyzing data for years and have developed a mathematical way to measure a relationship and applies that relationship to products or services our customers purchase to help improve interactions towards a sale.
Interacting And Learning
It’s human nature to want to interact with other people. Getting data about what your customers want or what your target audience thinks starts with simply asking them. The beauty of technologies like social media and email is that it allows communication to a large audience but transitions that to a private conversation. It’s in those one-on-one conversations that you learn key lessons about what a customer or prospect wants. It’s important to capture that interaction because those key moments, analyzed in a broader context is what provides insights into your business.
Use Science, But Be Human
Using the science of data to make marketing and relationship development decisions can really help a business grow. It is also important however to maintain a human face to your operation. No one wants to deal with a company that feels souless. Avoid interactions or social or email posts that look like form letters, or creating questionnaires with questions that revolve too much around data capture for analytics purposes. While most people realize you may be analyzing their behavior few want to be a number in a system. Sometimes it’s important to just remember someone’s name, no detailed analysis required.
Contact us with any questions you may have regarding the use of data in relationship development.
Tell us how you use analytics in your business to guess less and sell more!