But with email marketing, web site analytics and social media, it has never been easier for business to not only engage with and understand customers, but to enhance customer experience.
The key is to know how to read the data so you can tap into client or customer preferences and develop targeted promotions.
Understanding customer information means you can increase engagement, loyalty and retention. And the more detail, the better position your business is in to increase profits through customer attraction and retention.
Make the most of your customer data
You don’t have to be running a multi-million dollar corporation, or use expensive data-collection tools to get information.
In fact, most small business are gathering data without even realising it – mechanics have a wealth of information about their client’s cars; home delivery restaurants keep records about customer preferences and addresses; online businesses can use analytics to show how visitors pass through their website and how many of them convert to sales. There is a virtual gold mine of customer information available.
Start by looking at the data that’s already available – do you have customer emails? Addresses? Phone numbers? Do you know their marital status, whether they have children? Or what income bracket they fall in to.
Showing a customer that you care and are paying attention to their needs is a win-win situation.
So, how do you get even more information?
How about offering freebies or discounts to people who sign up to your email database? Or offer a promotional incentive for those who sign up (this has an extra bonus in that it gives you information about what sort of promotions your ideal target audience is interested in)
Effectively using social media can also help you better understand your customers. Asking customers to become fans of your Facebook page or follow you on Twitter is a great way to establish two-way communication.
With millions of Australians using social media, it is a must-have tool for businesses large or small.
Just remember, every customer interaction is an opportunity to collect data, and the more data you have, the better customer experience you can offer and the better your business bottom line.
Your customers are already speaking to you – you just have to know how to listen.
For more information on how to learn from your customer data, or to get help with your analytics please contact Direct Sites Online on 02 9557 7623 or email firstname.lastname@example.org.