inside the customer mind maze: 5 tips for navigating through your customer’s mind
TRANSCRIPT
5 tips for navigating through your customer’s mind
Customers are better informed, more nimble, more selective and less loyal than before.
An average person receives 121 Emails every day*
121 Emails
* Source: DMR ** Source: Statistic Brain
A typical subscriber receives 491 SMSs per month**
491 Messages
An average person receives 121 Emails every day*
121 Emails
* Source: DMR ** Source: Statistic Brain
A typical subscriber receives 491 SMSs per month**
491 Messages
Beware of bombarding them
with unwanted information
and marketing messages.
The age of generic marketing messaging is ...
The age of generic marketing messaging is ...
Technology has turned customers into moving targets.They can easily block unwanted communications; making it difficult to connect
with them in the future.
Unsubscribe
With the help of these 5 tips, marketers can navigate through a customer’s mind, find out what they think, and offer them
what they really want!
INTEGRATETHE OFFLINE DATA WITH ANALYTICS
Customer data is everywhere. The key is to figure out what’s actually meaningful and
what’s meaningless.
My Wish List
Beware of blind spots or limited focus, e.g. integrate online with offl ine data - such as customers’ in-store activities and feedback - and you’ll benefit from richer actionable insights.
Make sure you have one singular 360-degree view of the customer, "single customer view", seen through
integrated online and offl ine data.
Fem
ale
165 cm tall
Lives close to a mall
Bilingual
Student of knitting class
Visits www.buy.com daily
Makes online purchase twice a monthUsually buys promotion items
Follows yearly colour trend
Updates blog often
Follows fashion tre
nd Instragram
Member of y
oga cl
ass
Very
activ
e in
socia
l med
iaSi
ngle W
ears contact lenses
Blac
k ha
irAllergic to pollen
Rarely uses cash
Owns a smartphone
Travels by car
Member of a sports club
Never wears makeup
Follows clothing trend on facebook
Going to a friend’s wedding in 1 monthWeights 50 kgLoves pink colour
Registered fo
r buy.c
om promotion
Read
s fas
hion
mag
azin
e
25 y
ears
old
eBay
mem
bers
hip
DON’T OVERLOOK CUSTOMERS’ BREADCRUMBS
Every time a customer engages with your brand online, they leave a trail of information behind.
www.buy.com
Sarah
SPORTS
$100
M
L
US 5 1/2
US 6
US 6 1/2
5 kg
8 kg
10 kg
Under $50
Second Hand
Buy
Using rich interactive content and “connecting the dots” with complex analytics helps you to read your
customer’s mind, and gives you a much clearer picture of what they like and don’t l ike.
$100
SecondHand
Developing such insights, knowing what your customers are thinking and doing, and predicting
customer behaviour faster and better than competitors, gives you a distinct advantage. Ideally, you’ll know what
the customer wants before they realise themselves.
Dear Sarah,
50% OFFVitamin
Exciting news about your 50% offer
IDENTIFY CUSTOMERS’ MOTIVATION
You need the ability to see things from the customer’s point of view and understand what
they are thinking, feeling and doing. These 3 elements play a key role in the customer’s decision making
and subsequently shape behaviour.
Ticket to USA
Buy
By understanding customer needs and expectations, you’ll ideally know what the customer wants
before they realise themselves.
Armed with these insights, marketing campaigns can be optimised to align with the customer’s motivations,
and delivering what best fits their needs and wants.
ticket.com <[email protected]>To: Joe FreemanGet ready for your USA trip!
8 August 2016 9:16 AM
Car rent for you, Joe!
Get it
TAKE CUSTOMER FEEDBACK (OR LACK OF IT) INTO ACCOUNT AT ALL TIMES
Data collected through customer feedback and customer-service channels, etc. is “gold”, because it captures their authentic voice.
You learn more truths, and gain valuable insights into how customers use your products or services,
and more particularly - how they feel.
ABC Bank
New Message
ABC Bank
Incoming Call
Feedback is not only what is said, read or heard.
Silence is also a form of feedback and it should not be overlooked.
ABC Bank
Missed Call
ABC Bank
ABC Bank
Look and listen for the silent scream.
Learn if, when or where your customer is losing interest.
ABC Bank
Missed Call
EXPLORE THE ENTIRE CUSTOMER LIFECYCLE
It’s the journey that’s important and there’s no linear or universal path. Each customer behaves differently at different stages of the lifecycle. They also digest
information and perceive products differently.
Retention
Double your pointsin the next purchase
Growth
Every $500 purchase,get $10 voucher
Onboarding
Learn more about your benefits
Acquisition
Recommend a friend,get 30 points
Win back
20% off our new collection
McKinsey & Company research indicates that two-thirds of the decisions customers make are informed by the quality of their
experiences along their journey.
www.buy.com New Items!! Promotion!! Buy
The key to developing a relationship is anticipating and providing for the customer’s needs and expectations.
You should look at the full span of a customer’s lifecycle before planning strategies in order to maximise interaction
and enhance engagement for their onward journey.
CustomerLifecycle
Management
Growth
Onboarding
step 1
Retention
Win back
Acquisition
Customers are a company’s greatest asset, that’s why a customer-centric approach must be at the heart of
today’s marketing. If you listen to, and understand customers, identify customers’ needs, and offer them what they are
looking for, you effectively drive business growth and ROI.
And after all - isn’t that what you want...?
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FIND OUThow to tell what your customers want
without asking them;read the full article by
Digital Alchemy Team here