What Data Matters Most for Customer Experience Personalization
While many marketers still analyze aggregate data, the best value will be gained from personalized customer data. By using advanced personalization techniques, companies can not only learn much more about their customers but also create better digital journeys. Such seamless, omnichannel experiences will deliver better conversion rates as well as increased trust and brand loyalty.
Nevertheless, such an undertaking will require an enhanced understanding of which type of data matters most for customer experience personalization. It's essential to keep in mind that not all data is the same. First-party data, such as customer names, emails, and other information coming directly from the user is all fine and good. Third-party data is far more productive and offers numerous opportunities for enhancing the customer experience (CX) personalization journey.
The Three Major Types of CX Data
This enhanced data can be categorized into three major types as follows:
Baseline Data - includes information such as the device and operating system being used. Also, whether they are a first-time or recurring visitor to your website as well as their geographical location. This data is excellent for those starting with CX personalization as it helps them encourage users to change their behaviors.
Activity Data - relates to the activity users undertake on your app or website. It includes things such as total time spent, downloads, purchased items, what pages are viewed, what are they clicking on, etc.
Behavioral Data - is a combination and analysis of both Baseline and Activity Data. Together, they can answer questions such as favorite customer content, products, and marketing channel. It can also indicate where in the purchasing funnel any particular customer is, as well as, what's their buyer type (power user, top-tier visitor, etc.).
What Data is the Most Useful for CX Personalization?
As a beginner in CX personalization, it's best that you start small and work your way from there. Think of something small that can convince a visitor to make just one action on your site, for instance. That said, there are six categories of data that might help, depending on what you hope to achieve.
Visiting Frequency - For better customer experience, first-time and repeat visitors should have different digital journeys when accessing your site.
Time of Visit - Be it during the workweek, weekends, at night, or commuter hours, each of these times may need a different and unique experience.
Geolocation - Retailers, businesses that organize events or where the weather is an essential factor, among other such examples, can use geolocation data to enhance their CX experience.
Marketing Campaigns - By knowing which type of marketing campaign the customer has engaged with, you can use that data to enhance that particular journey with them.
Devices Used - Mobile users will usually try to find something or go somewhere. Providing them with maps or location features will increase their CX. Desktop and laptop users, on the other hand, are likelier to do research.
Online Orders - Basket sizes and repeat orders, for instance, can give you insight into how your customers feel about your products.
Whatever type of customer experience you hope to achieve, you should start by first defining the customer personas and mapping out the specific journeys that match them. Also, keep in mind the difference in generation or tech-savviness. Millennials may require a distinct journey from older customers, while those less technically proficient may need more guidance to help them along.
Interested in learning more about customer experience personalization? Talk to us today.