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2 Ideas to Bridge the Gap Between Brand Assets and Customer Experience

Written by GoodData Author  | 

2 Ideas to Bridge the Gap Between Brand Assets and Customer Experience

I recently covered this topic in a CMSWire article and wanted to elaborate a bit more here including three DataTalk videos of Jeff Morris, Eric Tunquist and Drew Neisser talking about how to use data to create and improve customer experiences that drive more revenue.

No matter what you sell customers or how you engage them across channels, your team has more information at their fingertips today than your ecommerce and retailing forerunners ever did. But your organization faces a big challenge: How do you best manage all that data and convert it into meaningful customer experiences and brand assets?

If we’re unable to create meaning and value in all our interactions with target audiences, we lose a great opportunity. Data can help us create better experiences for our customers that drive increased sales and grow brand equity. A major part of in-person selling – retail, restaurants, services, etc. – is all about your customers’ unique experiences when they're in your physical location, before they walk in and after they leave.

Why data is key for creating better customer experiences

Giving customers the best experience possible, whether it's in-store, online or a seamless integration between both worlds is essential to digital business success. Your customers expect more today, and they have more outlets to share both positive and negative experiences.

"Capturing timely feedback-data is critical for the customer experience, because people talk about their daily experiences to each other in person, over social channels, via reviews and surveys, or even handwritten letters," says Jeff Morris, vice president for strategy and success at GoodData, a San Francisco-based creator of analytics and smart business applications software.

A 2016 survey by Boston Retail Partners found the customer-feedback form is the top measurement of satisfaction (60% of respondents use it), followed by social-media comments (59%).

"It is imperative that vendors listen and respond to customer interactions as quickly as possible to create the highest degrees of loyalty in each relationship." We heard this time and again at the recent Customer Experience Exchange Retail event hosted by IQPC at Turnberry Isle in May 2016.

Using data for better customer experiences

Today, we’re beginning to figure out how not just to gather the data but also use it to serve both our customers and our companies. Take the Fitbit, for example.

You might have one of these personal wellness tools on your wrist right now. It captures data every second of the day, from the steps you take to the pace and distance you run, your heart rate, how many stairs you climbed and how long you slept. Then, it packages and displays that data in ways you can understand and apply to alter personal behavior and improve lifestyle outcomes.

So, what we need is a Fitbit-style view for our businesses that sorts through all of the data streaming in from POS terminals, online checkouts, customer feedback forms and other sources and then displays it so that everybody from employees to customers can understand and apply in personal ways.

The bar is definitely higher today, and creative uses of data will help you rise above it, as the two ideas below illustrate:

Idea 1: Tie data clearly to business outcomes

Eric Tunquist, vice president of customer feedback for the quick-serve restaurant company Jack in the Box has found success in helping franchise operators understand and act on the customer feedback that floods into the company's 2,000+ locations through guest-service scores.

"I try to put myself in the operator's shoes," he says. "I need to provide the data in a way that's actionable and timely and most importantly tied to business results – how they can make more money by acting on the information I'm providing."

Tunquist correlates the data with important outcomes such as sales growth. This helps operators understand how improving guest service can improve results, like sales. “It's very compelling when I can show them that those restaurants with better guest service scores have more sales growth. It's great information, and I'm pleased to share it with franchise operators in a way they really care about to listen."

Idea 2: Package data to focus on your customers

Data drives the personalization of marketing messages, which in turn builds customer engagement and creates a better experience, says Drew Neisser, founder and CEO of Renegade LLC and author of "The CMO's Periodic Table: A Renegade's Guide to Marketing.

"We’re in a give-to-get economy. Marketers have to give something of value to get the customer’s attention, and data can be very helpful for that," he says. "Start with your customer. Focus on the customer. Don’t think of data as a way of increasing sales. Instead, think of data as a way of improving customer experience.”

Enterprises are now creating analytic packages to boost performance across KPIs and create more engagement among their built-in networks of agents, franchises or storefronts. The key to success, however, is in how and to whom you package available data.

About the Author

Erick Mott is a co-creator, blogger and speaker @Creatorbase. He shares ideas and insights about creator competency, digital transformation, customer experience, modern marketing, and workforce success. Mott is based in the San Francisco Bay Area and has 25 years of experience in creating value for agency, enterprise, media, and startup companies.

Related links in order of placement in article:

CMSWire article:

Jeff Morris on Twitter:

DataTalk video of Morris from CX event at Turnberry Isle:

Eric Tunquist on LinkedIn:

DataTalk video of Eric Tunquist:

Drew Neisser on Twitter:

DataTalk video of Drew/CX:

Creatorbase twitter:

CMSWire article:

Written by GoodData Author  | 

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