Building customer profiles, nurturing new consumers and the prediction of patterns are just three of the 15 ways data can be used to boost CX, according to a brand new report from Twilio.
Their guide, called 15 Ways to Use Data to Engage Your Customers, is the result of extensive information brought to the market in a partnership with Segment, the leading customer data platform.
The paper shares insights on tips on what data business leaders should track, tactics to engage new website visitors, strategies to encourage ongoing purchases and tools to help collect, organise, and activate data.
The emergence of the paper comes as customer data is becoming all the more vital in today’s digital-first world. Below are some of the points covered:
- Building customer profiles: When new visitors scour a business site they leave behind a wealth of information about their habits, preferences and purchasing requirements. Twilio says to use these initial data points to an advantage. Examples are product searched or promotion viewed. This helps to build comprehensive customer profiles for retargeting and future campaigns
- Predicting site visitor patterns: Utilising predictive user actions is a fantastic way to nudge new visitors through the funnel of a site and data can help determine consumer decision-making patterns and estimate what could turn those leads into sales. Utilising behaviour scores and actions taken by users is a great way to create automated, personalised nurture campaigns based on those actions
- Encouraging ongoing purchases: Customer retention is just as important as bringing in new ones. Twilio says to keep your regulars engaged with fresh, personalised communications through the use of all that customer data collected
- Timing is everything: When segmenting business contacts, Twilio adds that it’s vital to pay attention to time zones. This may seem obvious, but businesses can forget how important it is to ensure that customers across the world are receiving messages at times relevant to them
- Coordinating cross-channel campaigns: Pre-targeting campaigns are fantastic tools allowing the running of ads to inactive users before reaching out to them via email. This shows inactive users ads all across the web. Pre-targeting campaigns gives an opportunity to present value props and a larger-than-life brand impression before you hit them with the sales pitch or discount offer in their inbox
- A gentle nudge can make the world of difference: Opens, views, clicks, visits are all important customer signals. Non-activity signals are also key though. These are non-opens, non-clicks, non-visits and bounces to name a few. When data reveals non-activity, it’s time to take action. Non-activity indicators could be a customer that hasn’t visited the website in a while, opening emails and may not be using your app. Alternatively, they might have started signing up but left before finishing. It’s time to find out why
Twilio said: “At first glance, it feels like an impossible task to create individualised communications. But with the right tools and strategies in place, engaging the right person with the right message at the right time becomes a seamless part of creating nearly any campaign.”
