Whoever holds all the information holds the key to success. That’s as true when it comes to winning over customers in business as it is in anything else. Information on your customers can help you create better marketing messages, tailor specific offers, and make the process of converting leads much more efficient. The better you know your customers, the more likely you are to be able to convince them, provided you can make good use of the insights you get. But where does a business get those insights from?
Reactions and engagements
One of the easiest ways to get customer insights on specific parts of your strategy, such as advertising or website usage, is to look directly at the metrics provided by the tools you know. Web analytic tools and virtually every social media platform, for instance, have tools that you can use to capture and monitor market data. From reactions to your marketing efforts to engagement with web copy, you can get a more specific look at what is working and what isn’t working within the strategy. There are insight-collecting hubs like SproutSocial, too, that allow you to congregate insights from a variety of sources to get a broader look at your overall strategy.
The big picture’s in big data
The big idea behind big data is making use of the tools that provide those insights and finding a way to contribute them to a much larger data pool. This way, you have a more complete picture of how your customers behave, as well as data on how effectively your internal processes are running. You can put together data not only from tables (the traditional way of doing things), but tools like MongoDB let you organize and search through data within all kinds of documents to ensure you don’t miss anything. Then you can move data sets from MongoDB to Redshift, where it can be integrated with other forms of data that might not normally be compatible. One centralized, organizing body for all your insights can make it a lot easier to sort through them when you’re looking for specific data relevant to whatever question or strategy you’re hoping to address.
Keep looking inward
You have to look at your own relationship with customers and how effective your particular methods and your sales funnel are, as well. Customer relationship management software can give you qualitative data, rather than quantitative, with records on specific customers as well as on specific sales teams and sales strategies. They also have many of their own visualization tools to make it easier to peruse and understand the vast amounts of data they process. It’s a mixture of data on the customer and data on your own methods that really provides the most insight into your relationship with them.
Don’t forget to occasionally ask customers for feedback, themselves. They might not be the most reliable when it comes to their ability to really tell you what they want, but you can discover some interesting information that can contribute to the broader insights your team is developing.