Utilizing Customer Data Analytics

One of the most overlooked sources of research data for CRO/experimentation is customer service. Customers are literally talking to you every single day and telling you what is not working on your website. The most lo-fi way to get this data is simply to talk to customer service people, regluarly. They sit and listen to people bitch about the website all day, so they know the issues and can tell you in a straight forward way. At the opposite end of the scale, you can use individual-level call tracking to link online behaviours to voice call recordings and transcriptions and merge them with other sources of data such as chat transcripts to conduct advanced text-analytics.. Either way, the best kind of research you can find is what customers actually tell you, in verbatim, in the heat of actually trying to do something (as opposed to in a cold research environment). Don't ignore your customer service data. #cro #experimentation #ecommerce #digitalmarketing #ux #userexerience

Inflation often forces businesses into a dilemma—raise prices and risk losing customers, or keep prices stable and shrink margins. But what if data could help strike the perfect balance? 🚀 Challenge: Flipkart, one of India’s largest e-commerce platforms, noticed fluctuating customer retention rates and declining repeat purchases, especially during inflationary periods. Traditional deep-discount campaigns led to short-term sales spikes but failed to build long-term customer loyalty. 🔎 Solution: Data-Driven Discounting Strategy Flipkart’s analytics team uncovered a key insight: Small, frequent discounts (e.g., 5-10% on repeat purchases) led to higher engagement. Personalized offers based on purchase history encouraged repeat buys. A/B testing revealed that customers preferred consistency over occasional deep discounts. 💡 Implementation: Using AI-driven dynamic pricing, Flipkart rolled out: ✅ Tiered discounts for loyal customers. ✅ AI-powered coupon recommendations. ✅ Targeted email campaigns promoting small, time-sensitive discounts. 📈 Results: After three months of testing, Flipkart saw: ✔️ 17% increase in repeat purchases ✔️ 12% uplift in customer retention ✔️ Higher profit margins vs. deep discounting 🎯 Key Takeaway: In an inflationary environment, data-driven pricing isn't just about maximizing revenue—it’s about customer psychology. Businesses that personalize their offers and optimize discounts intelligently can boost retention while protecting margins. 𝑾𝒉𝒂𝒕 𝒑𝒓𝒊𝒄𝒊𝒏𝒈 𝒔𝒕𝒓𝒂𝒕𝒆𝒈𝒊𝒆𝒔 𝒉𝒂𝒗𝒆 𝒘𝒐𝒓𝒌𝒆𝒅 𝒇𝒐𝒓 𝒚𝒐𝒖𝒓 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒊𝒏 𝒄𝒉𝒂𝒍𝒍𝒆𝒏𝒈𝒊𝒏𝒈 𝒕𝒊𝒎𝒆𝒔? #datadrivendecisionmaking #DataAnalytics #DiscountStrategy #BusinessStrategies

"𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐘𝐨𝐮𝐫 𝐒𝐢𝐧𝐠𝐥𝐞 𝐕𝐢𝐞𝐰 𝐨𝐟 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫" In today's data-driven business landscape, developing a single view of customer (SVC) is no longer a luxury - it's a necessity. But where do you start on this complex journey? Let's break it down: 🔹 𝐃𝐞𝐟𝐢𝐧𝐞 𝐘𝐨𝐮𝐫 𝐎𝐛𝐣𝐞𝐜𝐭𝐢𝐯𝐞𝐬: Begin by clearly articulating what you hope to achieve with your SVC. Is it to enhance personalisation, improve customer service, or drive more effective marketing? Your goals will shape your strategy. 🔹𝐀𝐮𝐝𝐢𝐭 𝐘𝐨𝐮𝐫 𝐃𝐚𝐭𝐚 𝐒𝐨𝐮𝐫𝐜𝐞𝐬: Take stock of all your customer data touchpoint - CRM systems, marketing platforms, sales data, customer service interactions, etc. Understanding what data you have and where it resides is crucial. 🔹𝐄𝐬𝐭𝐚𝐛𝐥𝐢𝐬𝐡 𝐃𝐚𝐭𝐚 𝐆𝐨𝐯𝐞𝐫𝐧𝐚𝐧𝐜𝐞: Before you start consolidating data, ensure you have robust governance policies in place. This includes data quality standards, privacy protocols, and compliance measures. 🔹𝐂𝐡𝐨𝐨𝐬𝐞 𝐭𝐡𝐞 𝐑𝐢𝐠𝐡𝐭 𝐓𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲: Select a platform that can integrate your various data sources and provide a unified view. This could be a Customer Data Platform (CDP) or a custom-built solution, depending on your needs. 🔹𝐒𝐭𝐚𝐫𝐭 𝐒𝐦𝐚𝐥𝐥, 𝐒𝐜𝐚𝐥𝐞 𝐆𝐫𝐚𝐝𝐮𝐚𝐥𝐥𝐲: Begin with a pilot project focusing on a specific segment or use case. This allows you to test your approach and demonstrate value before scaling up. 🔹𝐅𝐨𝐬𝐭𝐞𝐫 𝐂𝐫𝐨𝐬𝐬-𝐅𝐮𝐧𝐜𝐭𝐢𝐨𝐧𝐚𝐥 𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧: SVC isn't just an IT project—it requires buy-in and input from marketing, sales, customer service, and other departments. Create a cross-functional team to drive the initiative. 🔹𝐏𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐬𝐞 𝐃𝐚𝐭𝐚 𝐐𝐮𝐚𝐥𝐢𝐭𝐲: Implement processes for data cleansing, deduplication, and ongoing data maintenance. Poor data quality can undermine even the best SVC strategy. 🔹𝐏𝐥𝐚𝐧 𝐟𝐨𝐫 𝐂𝐨𝐧𝐭𝐢𝐧𝐮𝐨𝐮𝐬 𝐈𝐦𝐩𝐫𝐨𝐯𝐞𝐦𝐞𝐧𝐭: Your SVC strategy should evolve with your business. Regularly review and refine your approach based on new data sources, changing customer behaviors, and emerging technologies. Building a single view of customer is a journey, not a destination. It requires ongoing commitment and investment, but the payoff in terms of improved customer experiences and business outcomes can be substantial. Are you on the journey to developing a single view of customer? What challenges have you encountered, and what strategies have you found effective? #CustomerData #DataStrategy #SingleViewOfCustomer #CustomerExperience

Let's be honest: If your customers aren't using YOUR debit card, you're not their primary financial institution. Pulsate's latest report "Your card, their wallet: Increasing debit card usage" reveals why 90% of adults have debit cards, but only strategic banks capture their primary relationship. With the Fed proposing to slash interchange fees from 21¢ to 14.4¢, the stakes have never been higher. ↳ Stats that demand attention • 69% of Gen Z reports daily or weekly debit card usage • Cardholders activating within 90 days show 3X greater long-term value • Early activators spend 30% more than those who activate later • Consumers average 5.3 accounts across different financial institutions • Push notifications achieve 9X higher open rates compared to emails ↳ Three insights reshaping the industry ↳ ↳ Generational Preferences Drive Usage Patterns • Millennials and Gen Z choose debit for speed, tracking ability, and financial control • Fear of debt and desire for transparent spending reshape payment behaviors • Traditional credit card marketing misses these fundamental motivations ↳ ↳ The 90-Day Activation Window Is Make-or-Break • Pre-activation messaging must start within 3-5 days of issuance • Interactive tutorials for non-activators at 14-day mark prove critical • Small activation incentives ($5 cashback) drive immediate engagement ↳ ↳ Location Intelligence Transforms Engagement • Geofencing campaigns at coffee shops generate 5% cashback opportunities • Real-time proximity marketing drives 38-68% transaction volume spikes • Data-driven outreach based on consumer location patterns wins wallets ↳ My perspective after 20+ years • The debit card battle isn't about payments - it's about relationship primacy. • Security remains paramount: While engagement tactics evolve, fraud prevention and real-time monitoring capabilities determine consumer trust • Regulatory compliance complexity: The proposed interchange reduction forces institutions to optimize beyond fee income toward relationship depth • Technology integration challenges: Legacy core systems struggle with real-time personalization demands that drive modern engagement • Smart institutions recognize that debit card usage patterns predict broader banking relationship health. The question isn't whether to invest in debit engagement - it's whether you can afford not to. What engagement strategies are driving primary relationship wins in your market? How are you preparing for the interchange fee landscape shifts? Source: Pulsate

Is your business drowning in data?! But here's the reality: data is only powerful when it's actionable. Even the best tools can't move the needle on your customer experience (CX) or business outcomes without a clear plan. Let's dive deep into how leaders can cut through the noise and extract meaningful insights from overwhelming amounts of customer data. Spoiler alert: it starts with having a clear objective. 🌟 Here's what we unpack in this Experience Action episode: ✅Clarity is Key: Before diving into tools or technology, ask: What's my objective? Knowing what you're after will help you focus on the right data. (Improve retention! Increase Referral Rates! More Repeat Purchases…get clear about outcomes.) 🔬 ✅Centralizing Your Data: Many organizations face the challenge of siloed data across departments. Implementing a Customer Data Platform (CDP) can be a game-changer by integrating information and providing a unified view of the customer journey. 🎯 ✅Leveraging AI for Deeper Insights: Once you have a clear objective and centralized data, artificial intelligence (AI) and machine learning can identify patterns and uncover hidden insights. Tools like IBM Watson and Salesforce Einstein can help you go beyond basic analysis and start making data-driven decisions at scale. 🤖✨ ✅Turning Insights into Action: Analysis without action is a wasted effort. Make sure you have a plan to act on your findings. Whether through sentiment analysis, predictive analytics, or feedback loops, the ultimate goal is to improve customer outcomes and drive business success. As CX leaders, the work we do matters. 🌍 We are shaping experiences not only to build loyalty but also to change lives. Feeling overwhelmed by big data or AI? We're here to support you. Learn more about our strategic approach and check out our resources at Experience Investigators. You've got this! https://lnkd.in/gGmC9cqZ #CustomerExperience #CXStrategy #DataInsights #AIinCX #ExperienceAction #CXLeadership #BusinessTransformation #CustomerSuccess #ExperienceInvestigators

𝐒𝐮𝐛 𝟏𝟎% 𝐨𝐩𝐞𝐧 𝐫𝐚𝐭𝐞𝐬 𝐚𝐧𝐝 𝐮𝐧𝐝𝐞𝐫 𝟎.𝟓% 𝐂𝐓𝐑. 𝐀 𝐧𝐢𝐠𝐡𝐭𝐦𝐚𝐫𝐞 𝐟𝐨𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐞𝐫𝐬 𝐭𝐫𝐲𝐢𝐧𝐠 𝐭𝐨 𝐝𝐞𝐩𝐥𝐨𝐲 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 𝐚𝐧𝐝 𝐨𝐟𝐟𝐞𝐫𝐬 𝐭𝐡𝐫𝐨𝐮𝐠𝐡 𝐞𝐦𝐚𝐢𝐥. Something had to change! Here’s what we did 🌟  ↴ Community Insights: ↳I reached out to operators in ClubPF ⚓︎, Pavilion, and other communities, and LinkedIn to learn from their email campaign strategies. Focused Segmentation: ↳ We noticed that the top marketers and ops professionals were creating highly engaged audience segments. We reduced our audience size by 90%, focusing on: → Last email opened from sales/marketing → Recent website visits → Event registration/attendance → Asset downloads or form submissions Building Engagement: ↳ We enriched contact details and evaluated titles, companies, goals, challenges, and content engagement across emails and our website. Gathering Feedback: ↳ We contacted 20+ engaged contacts to understand their email preferences, knowledge gaps, and content consumption habits. Strategic Expansion: ↳ We expanded our list by 5-10% weekly, monitoring performance closely. Within 3 weeks, we saw: 20%+ open rates 1.5%+ CTRs By the end of the quarter, our segmented email campaigns achieved a 30%+ open rate! Key Takeaways 💡: 👉 People-First Approach: Engage internally with the best team and externally with your audience. 👉 Data-Driven Decisions: Use engagement signals to create focused segments. 👉 Continuous Improvement: Regularly gather feedback and adjust strategies. ✨ This journey was about putting people first, aligning our team, and delivering value to our audience. The results speak for themselves! S/o to Ritakshi J. Sagar Mishra and Soumyajit Chakladar - we worked week after week to make this happen! Picture Context - Winter in Boston in 2010. Sometimes this is what being a GTM Operator feels like 🤣 #EmailMarketing #GTM #datadriven

The bar for customer success in SaaS is rising. Forget one-size-fits-all tactics - it's time to embrace these game-changing trends to keep your customers singing: 𝐓𝐞𝐜𝐡-𝐅𝐮𝐞𝐥𝐞𝐝 𝐓𝐫𝐢𝐮𝐦𝐩𝐡: 👉🏻 AI & ML take centre stage: Use predictive analytics to identify at-risk users and proactively personalize journeys. Chatbots, anyone? 👉🏻 Automation amplifies impact: Free up CSMs for high-touch interactions by automating repetitive tasks like onboarding and churn alerts. 𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐃𝐞𝐞𝐩𝐞𝐫 𝐁𝐨𝐧𝐝𝐬: 👉🏻 Hyper-personalization: Tailor content, recommendations, and outreach based on individual customer data and needs. Remember, it's all about them! 👉🏻 Community over competition: Foster user communities for peer-to-peer learning, advocacy, and deeper brand loyalty. 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐒𝐡𝐢𝐟𝐭𝐬: 👉🏻 Data-driven decisions: Go beyond intuition and gut feelings. Make customer success a data-driven sprint, with metrics and dashboards guiding the way. 👉🏻 Remote-first focus: Asynchronous communication, virtual events, and collaborative tools are here to stay. Embrace them to reach and support customers, wherever they are. 𝐒𝐜𝐚𝐥𝐢𝐧𝐠 𝐒𝐮𝐜𝐜𝐞𝐬𝐬: 👉🏻 Metrics that matter: Move beyond vanity metrics like logo count. Focus on measuring outcomes that drive business growth, like customer lifetime value and retention. 👉🏻 Optimising workflows: Streamline internal processes to ensure seamless customer journeys. Every touchpoint counts! 📢 𝐁𝐨𝐧𝐮𝐬 𝐓𝐢𝐩: Remember, customer success is not a department, it's a mindset. Embed it across your entire organisation to thrive in the competitive SaaS landscape. Excited to hear your thoughts! What trends are shaping your SaaS customer success strategy in 2024? #customersuccess #saas #CStrends #CScommunity

How do cutting edge companies successfully translate customer feedback into improved products or execution?   That question was posed by David M. Jones when I reached out to readers of my posts asking what strategic marketing topics they’d like me to write about.   So David …   Let’s take a look at how some of the best companies in a cross-section of industries used customer feedback to inform their product development, design, or, execution strategies.   𝐀𝐏𝐏𝐋𝐄 - After receiving feedback about the fragility of their charging cables, redesigned them to be more durable resulting in the introduction of the Apple Lightning Cable with reinforced connectors.   𝐓𝐎𝐘𝐎𝐓𝐀 –They improved the fuel efficiency of their Prius models based on a demand for more eco-friendly vehicles resulting in the development of the Prius Prime with enhanced hybrid technology and a longer electric range.   𝐀𝐌𝐀𝐙𝐎𝐍 – When customers expressed frustration with the multi-step checkout process, they introduced the “Buy Now with 1-Click” feature resulting in a streamlined purchasing experience and increased sales conversion rates.   𝐈𝐊𝐄𝐀 – Based on customer complaints regarding the complexity of their flat-pack furniture instructions, they overhauled them with simplified step-by-step diagrams and easier to understand directions dramatically improving the assembly process.   𝐏𝐑𝐎𝐂𝐓𝐎𝐑 & 𝐆𝐀𝐌𝐁𝐋𝐄 – After receiving reports that children were ingesting their Tide Pods laundry detergent, they redesigned the product with a double latch lid to create child-resistant packaging that effectively addressed the safety concerns.   𝐒𝐓𝐀𝐑𝐁𝐔𝐂𝐊𝐒 – After customers requested a more convenient way to order and pay for drinks, they introduced mobile ordering and payment options in their app resulting in reduced wait times and an enhanced overall customer experience.   𝐆𝐎𝐎𝐆𝐋𝐄 – When users expressed frustration with slow-loading and non-responsive sites on mobile devices, they revamped their search algorithm to prioritize mobile-friendly websites improving results for mobile users.   𝐀𝐈𝐑𝐁𝐍𝐁 – When concerns surfaced about guest safety and trustworthiness they implemented a Verified ID feature enabling users to verify their identity by providing government-issued ID’s or other forms of identification resulting in enhanced security and reliability in the booking process.   These are just a few examples illustrating how companies listened to their customers and successfully implemented changes in product redesign and execution.   Can you think of others? Please share with a Comment below.   Illustration: RubyGarage   Ring the 🔔 on my profile to follow Linda Goodman for marketing strategy and business development content.   #MarketingStrategy #Sales #BusinessDevelopment #EmotionalTriggerResearch #Leadership #CEO #Entrepreneurship #EmotionalIntelligence

We've all heard the old saying in advertising: "I know half of my advertising is working, I just don't know which half." For too long, that’s been the reality for many in automotive retail. We spend money on mass marketing to databases filled with dirty, outdated customer data. This leads to wasted ad spend, irrelevant messages, and a frustrating experience for our customers. We've learned that you don't need more leads. You need a cleaner process to get more out of the opportunities you already have. That's the power of a Customer Data Platform (CDP). Our journey with a CDP was about getting "unstuck" from old habits. The first critical step? Getting our data clean and establishing a single source of truth. We found that 52% of our customer data was dirty in some way, full of bad addresses, outdated phone numbers, and sold vehicles. By simply cleaning and enriching our data, our advertising started working more effectively almost instantly. Now, with our CDP, we're not just waiting for a lead form to show up. We’re engaging with customers in real time. We know when a shopper starts filling out a service scheduler or a trade-in form and abandons it. With this information, we can send a personalized, automated message to help them finish the process. The results from this single use case were immediate. This system is changing our business. We’ve seen our sold in timeframe rate jump to 30%, which is more than double the national average of 12.4%. By focusing on a better, cleaner process, March and April were two of the best months in our company's history...a feat that has never happened before. The goal is to control the experience, not just react to it. It's about moving from mass marketing to micro audiences, delivering the right message, at the right time, to the right person. What's the one "dirty data" problem that frustrates you the most? #wearerohrman