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Taking a Creative Approach Toward Customer Data Utilization
Consumer metadata is one of, if not the most, valuable assets a business can have in the information age. Before social media, ecommerce, and online surveys, companies had limited resources when attempting to understand how to improve experiences on a national and global scale. Thanks to the abundance of digital resources that customers use daily, businesses now have highly specific personal insights that can make adaptation a breeze.
Harvesting data is not difficult to accomplish, but extracting the maximum value from it can be challenging for leaders not thinking outside the box. Some businesses might use purchase histories from customers to create future recommendations for alternative products and services. Others may use it for targeted marketing campaigns, so customers with particular interests are well aware of new items they’re likely to purchase. While there’s certainly nothing wrong with using data for these traditional purposes, businesses should take this a step further by incorporating a little creativity.
Because metadata can be collected on an individual level, businesses can design tailored customer experiences to grab and retain the attention of customers. For instance, customer service departments can review social media accounts to understand specific interests of individuals, such as hobbies, music tastes, or favorite tv shows,which can be used to design marketing campaigns with a personal touch. Developers and designers can utilize CX platforms to review customer comments and critiques, then reach out to them through communications platforms for further discussion. This can make customers feel that their comments are valued and respected, while simultaneously adding them to the development process.
Simply put, the abundance of data made available by customers has way more potential than most company leaders realize. Incorporating a creative approach toward customer data utilization could be a key element for standing out amongst the competition.
Edited by Maurice Nagle