30/08/2018 Barry Marelli

GOLDEN RECORDS LEAD TO GOLDEN OPPORTUNITIES

Consumers today expect personalised customer service. Not choosing to focus on this experience will cost you customers and revenue as a result. Creating this experience can sometimes be challenging, but the benefits outweigh the work required to clean your data.

Multichannel customer service points means that customers may communicate with your business in a variety of ways. This can be online or offline and include instore, social media, live chat, email, telephone and more. So aggregating all this data into a single view of a customer is one of the most crucial tasks that retailers need to undertake.

A single view of customer, or a “Golden Record”, means having all information known about a single customer in one place that all customer service teams can access. This then makes it easier to personalise information to that customer, whether for marketing purposes, answering enquiries or dealing with a complaint.

Other benefits that come from being able to collect, aggregate and analyse data and provide better customer service includes more loyal customers, higher conversion rates, greater longevity of that customer and even word-of-mouth referrals.

Cleaning your data
There’s a challenge with collecting all this data and creating a personalised experience, and that’s marketing from a database with dirty data. Examples include data that contains errors, is misleading, incorrect, duplicated, incomplete, non-integrated, violates business rules or is out of date.

Dirty data can have a number of negative impacts on your eCommerce business. Incorrect or outdated information can lead to wasted marketing efforts and lost revenue. It makes it much harder to successfully target the right customers with the right information, wasting company resources and potentially alienating the very customers for which you are trying to create a personalised experience for.

There are a variety of approaches you can take to clean up data and the difference between it mostly being automated to being cleaned manually is dependant on how you currently store that information. Talk to us to find out which is the best strategy for your circumstances.

How can you keep data updated?
A typical strategy is incentivising your customer to come back to your website, or in store, and refresh/update their information – working with your store staff to check this each time can really help improve data quality – but give them a reason to do so.

For example, if they are active on social media and use this as a means of accessing your site, you can target them through various social platforms. Offer discounts, rewards, and serve up relevant content that will encourage them to return and keep updating their personal information. This will not only ensure your data is up to date, but it gives your business the chance to create long-term customer relationships with clients who trust you to deliver what they need.

Another approach is offering them the ability to keep key information updated, in Salesforce Marketing Cloud for example you can provide them with access to a Profile/Preference Centre which allows the user to manually refresh their information. In Magento for example, providing signed in account users with prompts to check their data is another effective approach.

Explain your use of their data
It is important to be clear with customers and let them know how you will be using their data. This can give them peace of mind, and they will be more willing to share their information.

Customers these days don’t like being sold to. They want to want to enjoy an experience. Not knowing your customer intimately will mean you risk losing them. By explaining how you intend to provide them with timely, relevant advertising, can be critical in turning a golden record into a golden opportunity.

If you would like to discuss strategies in creating a Single View of Customer records or other data issues with The Playhouse Team, you can contact us on the form below, or via email or on Facebook, or on Twitter, or on LinkedIn. You get the idea!

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