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Customer DNA: Be Primed To Collect Data At Every Touchpoint

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Increasingly the marketing industry is talking less about simply tracking and targeting customers and more about “Customer DNA”. What is Customer DNA? Real DNA is a person’s genetic footprint, whereas “Customer DNA” is a customer’s digital footprint. Conceptually, it encapsulates everything a business knows about customers’ interactions with them across devices and channels.

So is this another passing buzz phrase or should you get to grips with your Customers’ DNA? We asked some of the industries smartest people and you can read the full set of opinions here…What is Customer DNA?

Gabrielle HaseGabrielle Hase @SoleberryLtd is a London-based advisor with operational experience in eCommerce, mobile commerce, and direct marketing strategy. She has overseen launches for Moonpig.com and TKMaxx.com and recently managed The White Company’s £40M eCommerce business.

Currently, with her business Soleberry, she’s helping investors find and understand the most exciting new business opportunities in digital commerce.

 

1) Why is knowing your Customer DNA important to organizations today?

It gives brands insight into their customers that they’ve never had before, and sheds light on different relationships that the customer has that could be useful or beneficial to tap into. For example, understanding what other brands your customers interact with, or favour, can lead to interesting affiliate partnerships or even co-branding opportunities that might not have been apparent before. It can also surface causes that a brand’s customers are interested in, which can help brands target their CSR efforts where they’ll be the most meaningful.

2) What organization/s can you think of that have embraced the concept of profiling their customers’ DNA?

There are new companies like Qubit that are collecting and using data on a customer level, not a site visit level, and that is letting retailers move forward in understanding their customers’ DNA.

3) What are three steps an organization must take to start understanding their Customers’ DNA?

Step 1: make sure the organisation is primed to collect data at every touchpoint, including mobile tracking and more importantly, and more difficult, instore. The whole front line organisation has to be asking their customers the same questions, the back end has to capture the answers in a simple way

Step 2: invest in a tool such as HootSuite or Radian6 that allows a brand to start listening smartly, as well as a proper CRM tool that provides a holistic view of the customer (which includes all customer service interactions)

Step 3: make someone on the team accountable for really understanding this, rather than having it be the fifth priority on a ‘team”s list.

The post Customer DNA: Be Primed To Collect Data At Every Touchpoint appeared first on Customer Intelligence Matters.


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