In today’s competitive climate, customers not only desire, but expect seamless, personalized experiences across all touchpoints. In fact, 90% of users expect the customer experience to be consistent across all devices, and Gartner stated that “customer experience has become the new competitive battleground.” If brands don’t provide the experiences customers have come to expect, they risk damaging the customer relationship – which is often hard to reverse.
Data powers personalization, and more brands than ever are turning to their loyalty programs to learn where, when, and how customers are interacting with them. It is important for brands to harness this data to learn from and optimize current approaches to acquisition and customer engagement in real time.
CrowdTwist’s Senior Director of Client Success, Dave Fernandez, and Dynamic Yield’s Senior Director of Channels & Alliances, Charles Brun, recently sat down to discuss how brands can leverage data to drive customer loyalty through personalization. Here are the main takeaways:
Collect data across every touchpoint of the customer journey
Consumers are more connected than ever, so it’s up to brands to capitalize on this by collecting data across all touchpoints of the customer journey. From the first time a customer lands on the website, brands can begin gathering information like device type, geographic location, and browsing behavior to paint a picture of that consumer. Even on the first visit, they’re able to capture activity that will help to personalize the experience and encourage the user to register for the loyalty program. From that point, brands are able to track which activities members complete and can begin to build a profile of preferences, incentivizing the user to provide more information until they have a full, 360-degree view of their consumers. Collecting this rich data is necessary to truly understand customers, and is one of the biggest benefits of having a robust & engaging loyalty program.
Zumiez uses The Zumiez Stash loyalty program, powered by CrowdTwist, to collect data at every touchpoint. Members are able to access the program online, on their phone through their app, and in-store. For example, Zumiez rewards members points just for walking into the store, incentivizing more foot traffic, while also gaining information into which mall or store they shop at and how engaged the member is. Zumiez uses this information to create a 360-degree view of their consumers, which helps them to tailor experiences to drive a deeper connection with them.
Use your data to personalize customer experiences
Once brands have a 360-degree view of their consumers, they can use that data to create segments so they can target different campaigns and experiences to different types of consumers. It’s all about mapping the right content to the right audience in the right context, and the more data you have, the more relevant you can make it. As Charles from Dynamic Yield puts it, if your customer lives in Seattle and it’s raining there, you don’t want to advertise flip flops to them.
Once brands have access to robust customer data, they’re able to segment their list to personalize experiences based on geographic location, birthday, past purchases and other preferences. Brands can also use this information to create look-alike segments to help predict what consumers may be interested in next, based on their previous activity.
Budweiser Rewards uses their loyalty data to offer personalized rewards to members based on geographic location. For example, members who are located in New York may have the chance to enter sweepstakes to win tickets to a Yankees or Mets game, while members located in Texas may have the chance to win tickets to a country concert. Budweiser’s strategic use of customer data helps to ensure that rewards are relevant and attainable to each of their members, regardless of where they’re located, helping to drive memorable interactions and an emotional connection with their brand.
Keep your data clean
The only thing worse than having no consumer data at all, is having outdated or incorrect information. Managing communications and consumer expectations in a multi-screen, multi-device world can be challenging, but in order to be able to truly create a seamless customer experience across all touchpoints, it is critical to constantly reconcile all of your customer data.
Coupling your existing customer data platforms with loyalty data can help to connect the dots in messy spots by capturing and connecting data across all physical and digital touchpoints. This helps to ensure that brands’ data is accurate and complete, allowing them make sure the right customers are receiving the right messaging at the right time.
Build customer trust through data
Consumers demand to be treated as unique individuals. In fact, 46% of consumers are willing to share their data in exchange for personalized experiences, and 41% of consumers said they ditched a company because of ‘poor personalization and lack of trust.’ Offering personalized advice and assistance to users to aid in their decision-making process can help you become a trusted digital advisor to them, helping to build an emotional connection.
Tarte Cosmetics uses segmentation and look-alike groups to recommend things like “your perfect shade” and new products to similar consumers. As members take those recommendations, they begin to build trust with the brand, and may now look to them for further help in the future. These interactions and recommendations create a niche-like experience within a huge marketplace and make every individual feel special & unique.
Brands such as Zumiez, Budweiser, and Tarte Cosmetics that are investing in multichannel loyalty solutions like CrowdTwist have the ability to gather rich customer data that gives them a 360-degree view into their customers’ profiles. This gives them the opportunity to create exceptional customer experiences through personalization, reduce acquisition costs, lift revenue and increase the efficiency of marketing spend.
Watch the full webinar, How to Leverage Data to Drive Customer Loyalty via Personalization, here.