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eMart Engagement Blog

Post by Sanjaya Sarangi

August 22, 2014

Customer data: A Quintessential tool to drive loyalty

Customer data: A Quintessential tool to drive loyalty

What has customer data to do with loyalty? Think about it this way – hundred years ago, the store owners actually knew their customers in person and would offer personal attention and helped customized purchases. With the changing times came the organisational culture along with transportation facilities. This provided customers with greater number of and newer options, but deprived the business of direct contact with its customers. This was when tactile loyalty programs came into existence and helped reducing the gap, trying to maintain a deeper understanding between the business and the customers. With the introduction of loyalty cards, marketers started to collect customer data for more specific customer communication.

But with digital becoming the new medium of communication, it opened more number of options, leading the consumers to interact with the brands across multiple channels. It provided customers new ways to shop, but at the same time brought more challenges to create a clear picture of the customer and offer personalised experiences. People were now interacting with brands via multiple touch points such as websites, apps, ads, social networks, mobile and various other offline services.

Before the marketer could realise, this increase in the number of interaction points between the customers and the brand had created a sea of data, the data that could provide world of opportunities. Everything from comments on social networks to number of reaches a post gets to the landing page created for various emailers to white paper downloads to the type of media the customer prefers, all creates immense number of touch points. It's a worth of information that consumers willingly provide. This could provide valuable insights if brands identify the most valuable touch points that would build a relationship with their customers, giving them glorified experiences, thereby making the brand irreplaceable.

By capturing data at multiple channels, one can build up an accurate and unified picture of each customer. Picking up an individual style and combining it with upcoming events then helps in scheduling and running multi-channel campaigns which are precisely aimed at the targets.

The right approach to big data can help you bring the right data in right way, transforming what was an obstacle into an opportunity to establish a strong connection and a crystal clear picture.