Never before has the bar in terms of customer experience been as high as it is today. A global survey of 7,000 consumers from Selligent Marketing Cloud has shown that brands are increasingly struggling to meet their customers’ demands. The reason for this is, in a sense, a dilemma: while consumers expect a lot from a brand, on the one hand, they are barely willing to divulge the information they need to get the most personalized, personalized brand experience possible.
Thirty-five percent of respondents expect brands to anticipate their customers’ needs. Above all, consumers want to understand their individual situation, whereas they do not appreciate it if the communication is too obvious for sale or if they are “generalized” as part of a target group.
However, brands need information in order to be able to offer such experience: With which communication content is the customer available? Which channels does he prefer? What are his personal interests and buying patterns? But consumers are not readily available this information. Three-quarters (75 percent) of respondents are concerned that companies are able to draw conclusions about their customers’ behavior by analyzing collected data.
Marketers need to identify and collect the data necessary for the tailored campaigns that customers expect today. The study shows that consumers are willing to release more data if they trust a brand and provide that added value. Therefore, marketers must clearly communicate to consumers the purposes for which the provision of personal data is required.
Who observes the following rules, can bring customer and brand closer together:
1. Data collection is not an end in itself
Marketing data should be audited to determine which data are of real value and which are collected for their own sake. The fewer data requests you give the customer, the better.
2. Customer-oriented strategies
Marketers need to understand that consumers’ needs are constantly changing. And they need to be able to respond quickly to these changes. Strategies should always be consumer-focused and marketers should make sure they have the data they need.
3. The benefit in focus
What data is needed depends on the goals of a brand. These should also be the starting point when it comes to the question of what data is collected. What matters is whether the data has measurable impact on the success of a campaign. If this is not the case, the data should not be requested by the customer.
Brands today have the mission of providing their customers with a unique, customized customer experience. Brands can not live up to this claim without analyzing customer data. It is understandable that consumers are skeptical of companies’ use of their data, but if brands make their data collection transparent and only collect the data that they really need, it will be possible to provide the customer with the best possible experience.