USING DATA WITHOUT UPSETTING CUSTOMERS
Written on the 5 January 2016 by Brendan O'Kane
SENSITIVITY isn't just something a woman looks for in a man, but something customers so desperately need from marketers. Here's how to stay on point.
Add real and meaningful value to the customer
People are, generally speaking, happy to allow marketers to use their data when it's being used to add meaningful value to the customer's interaction with the brand. Brands that are using their customer data to provide a personalised interaction with the brand, and provide timely and relevant information of direct interest to that customer, will not typically have to worry about customer concerns that the data is being used.
Encourage interaction with the brand
A second step after providing tailored information to the customer is using digital channels, coupled with the customer data, to encourage a deeper interaction with the brand.
Using a technology platform to understand where a customer is at a point in time, and then interact with that customer through their preferred channel, can be a PR disaster when handled poorly. The companies that are doing it well, however, are appreciated by their audiences for providing the right content to them at the right time. A lot of work in data analytics at the moment is going into understanding micro-moments and timing engagement to the precise moment that a user's attention can be caught, and to do that, a marketer needs good quality data on each individual customer.
Understand what personalisation actually means
Personalisation means more than inserting a customer's name in an email campaign. Personalisation is key in understanding how a customer wants to interact with the brand, at both a conscious and unconscious level, and then anticipating these interactions. My engagement history often points to my conscious desires, whereas lookalike cohorts are a strong indicator of unconscious wants. That is why Amazon's recommendations can be so compelling.
Nothing discomforts a customer quite like discovering that their data is being collected and then utilised in an underhanded manner.
Author: Brendan O'Kane
About: Brendan O’Kane is CEO, managing director and founder of mobile marketing and analytics company Otherlevels.