Finding new business and retaining existing customers is needed to sustain and grow a business. Gathering good customer data is important to helping increase sales.
Gathering customer data
Collecting customer data requires some effort- but it doesn’t have to be expensive. Here are some great sources you can use to collect data:
- Website Analytics: Your website may be the most common way customers interact with your business. Google Analytics, Piwik and other web site tracking software can provide a tremendous amount of detail about your website results. You can see which pages of your website generate the most traffic and can adjust your site’s design based on data to build your customer traffic.
- One of the most important measures of customer experience is repeat business. Gathering data on customer retention is a valuable measure of how successful the business is at meeting and exceeding customer expectations. In order to help improve that performance one valuable tool is to ask the simple question: “What one thing could we do better?” The questions is simple; creating a management system that takes that data and uses it to continually improve your value to customers is not nearly so easy.
- Gathering data on the experience your customers have is also important. There are many obvious frustration points customers face that any business should be able to identify. How easily can someone find an email address to contact your company? How quickly are matters resolved by email? Do you force customers to fight their way through phone menus instead of letting them talk to a person? How many customers hang up while being forced to waste their time fighting through your companies phone system? This is just a few examples, getting 10 such ideas for your company shouldn’t be hard.
Many companies instead of having measures customers care about, only have measures accountants care about – such as how much your phone center costs to run. That is fine, but you likely will waste most of your time worrying about collecting customer data if your organization isn’t interested about what the customer experiences. Those companies just are interested in taking as much money from customers as they can without concern for customers. In that case don’t bother pretending you care about customers, it is just a waste of time. Instead just focus on what your business model is and hope no company comes along that has a business model to treat customers well.
- Surveys can collect data from customers but the danger of relying on expressed desires rather than actions must always be remembered. SurveyMonkey is an easy to use tool that makes this process simple. You can create a short survey for free, then place the survey link on your website.
- Ad Responses: Online ads allow companies to easily collect data on customer responses. You can run several types of online ads, and see which ad generates the most clicks to your company website.
Use all of these tools to gather useful data while always remembering that customer data is only a proxy for understanding customers, and there is a gap between what is measured and reality.
Storing customer data
Because you use this data to meet your customer’s needs, the information is extremely valuable. Many businesses use internet security software to protect customer data. Every week it seems there is another high profile leak of customer data from hacked company servers. It is very important to isolate sensitive data and use cloud security system to reduce the risk of data loss.
Many companies use personas to target different customer segments they aim to capture. A business can use customer data to create an ideal customer ideal customer for specific products or services. And personas can help you target your web site to meet the differing needs of various target customers.
Using data to improve your organization’s performance is powerful. But the power is mainly from designing a management system that uses that data effectively. That is much harder than collecting data in the first place. Our management blog discusses how to use data to manage most effectively.