by Harald Mühlbacher

with data analysis to an individual customer experience 

A customer-specific approach – across all sales channels? To achieve this, not only a lot of preparatory work, but also exact planning is necessary. The magic word is "data analysis". Because your customers tell more about themselves than you might think.

key takeaways

  • CRM and Big Data can make a decisive contribution to a better understanding of customers

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  • Learn to better understand customer activities and improve the customer experience through cross-channel contact management

 

  • But be careful! Always handle personal customer data and opt-ins responsibly – because trust is the basis for future loyalty and positive purchasing behavior of customers 

six to do's for a customer-centric communication

clean up your mess 

Information about your customers is available everywhere – online and offline. All you have to do is find them and form as complete an image as possible. Pack shopping cart data, log files and web tracking data into a uniform form and thus determine your target groups.  

 

read the (digital) body language

Big data for retail is nothing more than web shop data from the field of real-time data transmission. Online and social media channels produce large amounts of data that help you make important marketing and sales decisions. Analyze - anonymously, of course – the behavior patterns of your prospects and observe where your customers are online. 

 

keep an eye on the customer as a whole!  

Don't forget to keep a close eye on your customers even in the offline world. For example, identify your customers using a customer ID and request all relevant information. You win the jackpot as soon as your customer buys something: Because a shopping basket says more than a thousand words: Product groups, purchase frequency, prices and purchase amounts also tell you how high the future customer value and the probability of repurchase is, in order to be able to give tailor-made product recommendations.  

 

with data analysis to an individual customer experience 

A customer-specific approach - across all sales channels? To achieve this, not only a lot of preparatory work, but also exact planning is necessary. The magic word is "data analysis". Because your customers tell more about themselves than you might think.

 

be quick

Real-time data transmission is critical to the success of centrally-played Omni Channel campaigns. Track reactions and answers without gaps and control all follow-up actions depending on them. 

 

numbers, numbers, numbers

The shopping cart enables you to carry out a detailed needs analysis for each needs segment at product group level. The focus of all campaign analyses is on a large number of key figures. Here an attribution model helps, which breaks down all customer orders on the basis of the real customer journeys proportionally on the channels. Nothing more stands in the way of exact order planning.  

 

The complete article is published in "Handbuch Handel mit Zukunft" (German only).

contact our data analytics partner

expert
Dr. Horst-Florian Jaeck is partner at rpc – The Retail Performance Company and heads the Data Analytics division.
Dr. Horst-Florian Jaeck
Partner
about
Dr. Horst-Florian Jaeck leads the data analytics division at rpc. He has several years of consulting experience in various management functions with a focus on customer experience management and big data analytics.
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