Companies understand the need to have a strategy for the customer shopping experience. This involves the whole process: the purchase decision, the delivery, and the emotional satisfaction. With this, companies are able to strengthen the relationship with the customer, which is then reflected in loyalty. But the activity in social media, mobile, and eCommerce makes us live in a world of Big Data. The problem of knowing how to integrate them and how to use them, that is, that they are actionable. To improve the customer experience, companies must be able to make sense of their data that represent the attitudes and behaviors of their customers. Aaron Rodriguez, an expert in business optimization, explains how Big Data can be instrumental in taking the customer experience to the next level.
The consumer is at the center of developing a strategy for a positive shopping experience. Identifying consumer expectations and how that experience correlates to satisfaction and loyalty requires market research. This will provide you with strategic insights to meet consumer expectations. Various methodologies can be used, such as mystery shopping, focus groups, satisfaction surveys after a specific interaction, competitor research, and social media monitoring.
With these, you will be able to analyze the current data of your market, understand in-depth who your audience is and what they are looking for in a product or service. Identify what your customers need and want, where and how they buy, what they are willing to pay, and what factors influence their purchasing decisions. You can then tailor your products and services to your customers’ preferences and keep them coming back for more. It also helps reveal areas of potential strength and weakness, so you know where to focus your strategies to make a real impact.
“We are now in a digital age where Big Data is produced both in the company’s database and openly. Being able to understand that Big Data allows you to explore customer behavior, usage patterns, and preferences,” Rodriguez explains. “Big Data technology helps you with advanced segmentation, being able to detect completely new areas of interest of your customers. And with this, gain insights to create personalized offers, at the right touchpoint, targeted to the right audience, and in real-time. Artificial intelligence (AI) and machine learning help in understanding these metrics by creating meaningful trends that indicate future changes in marketing and sales strategy.”
There are different benefits to be gained through this, such as optimizing the customer experience, solving problems more efficiently, making the experience easier and more convenient, increasing conversion rate, increasing interaction and engagement with potential customers, and even better campaigns. Consumers may not exactly know what they want; however, Big Data technology helps to provide insight so the company can act. Although the consumer changes constantly, this continuous analysis will avoid mistakes and improve the experience.
“To be successful, companies must invest in platforms that integrate personalized omnichannel customer experiences equipped with the customer insights that allow them to tailor and create current and future service offerings,” Rodriguez says. Other technology-related components that enable organizations to optimize the customer experience include secure infrastructures, the use of real-time big data, the ability to innovate, a consistent and standardized experience across all channels, or data privacy protection.
The optimization of the customer experience based on technology is indispensable. According to Rodriguez, the impact of digital platforms on the customer experience is one of the factors that could determine the success or failure of organizations. In addition, organizations focused on improving the customer experience are reinventing their relationship with the consumer by implementing omnichannel platforms and creating highly relevant relationships that drive customer satisfaction and loyalty.