In this guide you’ll learn why it’s important to develop a deep understanding of your customers.
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Like any meaningful relationship, getting to know and understand your customers / clients well is a commitment and it takes time.
Tracking, assessing and interpreting customer behaviour and attitudes should be an ongoing undertaking which is critical not only to targeting and crafting relevant content and experiences but also in optimising how they’re delivered. An important capability given that during the buying process consumers add an average of 1.7 brands to those they are considering.
This requires sophisticated tools to analyze customer segments and their behaviour to spot opportunities and predict future actions.
Companies should map detailed customer decision journeys for their most valuable segments, using technologies such as Google Analytics, which track customers across channels to not only determine their cross-channel behaviour but also isolate those moments where your business can possibly influence the journey.
Funnelling these insights into strategic digital marketing requires processes and a skilled team that focus on collecting and deciphering the data, as well as promptly delivering the analysis in a coherent and easily understood form to the right decision makers in the business.
Scaling this capability means companies like yours need to automate processes that don’t require human intervention, for example, personalizing web pages, delivering e-mail, or developing online dashboards (ie: Google Drive Spreadsheets) for Marketing Managers to track your customers behaviours.
Most Australian businesses are only at the beginning of developing comprehensive customer-insights programs.
While establishing “marketing business centres” to monitor and react to social-media conversations is a great example of how companies are sliding in that direction, what’s needed are organisations that are ready to integrate data and make sense of all sources of customer insights.
One global pest control chain, for example, has combined its customer-research group and marketing-analytics group in an effort to better understand its customers—specifically, those who engage with their marketing, use their different services, and return year on year.
These two groups have been combined into one insights team that reports directly to the chief marketing officer.