Thanks to the ubiquitous nature of technology, consumers interact with brands wherever, whenever and however they want. Whether it is on your website or mobile app, today’s customers are experiencing your brand across multiple touch points all the time. This demands that you put the customer experience at the center of everything you do.
In fact, superior customer experiences are considered to be as critical as any other marketing strategies. According to Forbes, business leaders, such as Hallmark's CMO Lisa Macpherson, treats brand experience optimization with the same respect as the other four P's of marketing.
Optimizing the experience with first party data
In order to optimize the customer experience, brands need to effectively leverage their first party data. According to Josh Manion, CEO of Ensighten, “Companies will realize the power of leveraging their own rich first -party data to drive omnichannel experiences across all customer touch points to provide a richer more profitable interaction with their customers.” Sophisticated marketers are increasingly looking for first party data from CRM data to web analytics data to improve the customer experience and ultimately their bottom line.
Hallmark is a good example of a brand that is effectively using first party data to optimize the customer experience. Hallmark shifted their marketing strategy from a calendar approach to a personalized approach by leveraging first party data. Lisa Macpherson from Hallmark explained that, “We’re not talking to you just because Valentine’s Day is coming up, we’re talking to you because you’ve shown an inclination to buy cards with a very intimate tone in the past.”
First party data, which is all the data that a company collects about consumers from their website and systems, comes in many forms. However, not all first party data can be leveraged in the same way. Customer feedback is by far one of the most valuable forms of first party data yet until recently it sat dormant in diagnostic reports. With innovative approaches such as Active Recognition Technology, customer feedback can now scale to the speed and velocity of behavioral data leaving marketers with limitless opportunities to create customer centric experiences.
First party data is king
Acting on first party data should be a priority for every company that prioritizes the customer experience. As you look ahead to 2015 and set your strategies for 2016, make sure that you understand the potential of the data you already own.