• Home
  • About Us
  • Contact Us
  • Privacy Policy
  • Special Offers
Business Intelligence Info
  • Business Intelligence
    • BI News and Info
    • Big Data
    • Mobile and Cloud
    • Self-Service BI
  • CRM
    • CRM News and Info
    • InfusionSoft
    • Microsoft Dynamics CRM
    • NetSuite
    • OnContact
    • Salesforce
    • Workbooks
  • Data Mining
    • Pentaho
    • Sisense
    • Tableau
    • TIBCO Spotfire
  • Data Warehousing
    • DWH News and Info
    • IBM DB2
    • Microsoft SQL Server
    • Oracle
    • Teradata
  • Predictive Analytics
    • FICO
    • KNIME
    • Mathematica
    • Matlab
    • Minitab
    • RapidMiner
    • Revolution
    • SAP
    • SAS/SPSS
  • Humor

Trust And Understanding: Winning Customer Relationships

June 10, 2018   BI News and Info
 Trust And Understanding: Winning Customer Relationships

The digital age has created a lifestyle only a few could have imagined even a decade ago. Just look at how the dating scene has changed. Starting a relationship is now as easy as downloading a dating app on your smartphone or opening a video chat to nurture and grow relationships.

In my previous post, I talked about this evolution and what it means: Winning customer relationships means that brands have to show customers the love or risk losing them. But how do you turn that love into something long-term and meaningful?

You need a strategy to find and connect with consumers to establish a relationship. You then grow that relationship by building trust and letting consumers know how special they are to you.

Where to find love

When people are searching for that “someone special,” they don’t always know where to look.

Similarly, brands must identify all the online channels where customers share information, spend time, and make purchases. If you have physical channels such as stores, call centers, and pop-ups, create a symbiotic experience that matches the online one.

Know who you want

Once you’ve found them, make sure you recognize and understand your customers. What are they interested in? What bugs them? What makes them tick? To do this, you need to track where your customers are online and offline – and capture that data

Give them what they desire

Once you know where your customers spend time, you need to collect information to deepen your understanding of them. Now take that data and turn it into actionable initiatives and responses that are intuitive to your customers’ behavior.

That collected data will translate to all the ways a brand can understand and reward customers to build loyalty. What does this look like in practice? Let’s take a look at how a brand uses data collection to identify and bond with its customers.

Palladium Hotel Group: Bringing the party to customers

Palladium Hotel Group is an excellent example of how to turn customers into fans. The Spanish brand wanted to stand out from competitors by building a connection with customers, so it spent time getting to know them. It started by taking all its data and identifying not just who their customers are, but also what they need.

At the Ushuaïa Ibiza Beach Hotel, Palladium introduced wearable technology – a bracelet – that lets guests ditch their room key, purse, or wallet. The bracelet enables purchases directly to guests’ accounts and acts as a room key. It means they can soak up the sun by the pool and order cocktails without worrying.  Meanwhile, on social media, Palladium aligned the Ushuaïa brand with the interests of its clientele: music, fashion, and entertainment.

This all started with the data: collecting it, contextualizing it, then responding in real time. With it, Palladium identified what customers want and, in turn, built a large community of fans.

Beyond the fact that it has a vast online community, Palladium realized a 22% increase in email open rates. With its focus on real-time response to customers, it also delivers campaigns 55% more quickly.

How to nurture the love

Trust is the foundation of all relationships, including brands.

But they have to earn it.

If customers are willing to share personal information, they expect brands to protect and respect it. In return, customers want that data sharing to deliver rewards.

Trust and understanding with data

The research supports this: Brands win or lose customer trust based on how their personal information is handled. The SAP Hybris Consumer Insights Survey asked consumers what they expect from brands when handling personal information.

The results showed that over two-thirds of consumers globally expect brands to protect their interests when using private data. The result in the US was even higher, with 72% of consumers having that expectation.

And customers require brands to be clear about their intentions. Consumers see transparency with data as essential, with more than half globally expecting this from brands when sharing data with affiliated partners. That number also increased in the US, with over two-thirds of consumers surveyed expecting transparency, substantially higher compared to the global average of 54%.

When getting to know customers, brands should first think about what information people are comfortable sharing, rather than what they want to know. The mindset should be customer-centric, delivering a service that rewards customers for their business.

Results from the Consumer Insights Survey demonstrate that people are most willing to share mobile numbers, emails, and shopping preferences. This data can be pooled and used to deliver loyalty campaigns and improved customer service across multiple channels.

ASICS: Love is like a marathon

For ASICS, trust is key to building closer relationships with customers. As a brand, it wants to put customers first by helping them achieve their personal goals, whether it’s completing a marathon, going to the gym more often, or improving run times.

Accomplishing this means developing a single repository for consumer information, aligned with a marketing execution and analytics platform. With it, they’re identifying and capturing customer information.

ASICS is developing meaningful ways to connect with customers online and nurturing fans. It’s about putting customer goals at the heart of sales and marketing initiatives. For example, a customer can visit a store and use ASICS’s Foot ID technology to measure their feet and running movement. The data is analyzed to provide a personalized product recommendation for the customer.

ASICS is also gathering information through its My ASICS app, designed to help running enthusiasts with their goals, progress, times and analysis. While the brand better understands customers now, customers are aligning their goals with ASICS, forging a deeper connection.

Data + Trust = Love

It’s a simple equation, but adding data and trust together helps brands find love with customers. Data collection is how you know who your customers are, their interests, and where to find them. Then it’s time to deliver wonderful ways to win their loyalty, just like Palladium Hotel Group and ASICS. Palladium uses this to give customers an experience they won’t forget. ASICS helps customers achieve their personal goals and look forward. Both focus on a customer-centric strategy driven by data.

For brands to have the trust, love, and loyalty from consumers, they need to be ever-present and ever-mindful of consumer expectations.

Times have changed. In order for consumers to seek out your brand, you have to show them you’re worth it.

Learn more about what consumers want from brands here.

This article originally appeared on the Future of Customer Engagement and Commerce.

Let’s block ads! (Why?)

Digitalist Magazine

customer, Relationships, Trust, Understanding, Winning
  • Recent Posts

    • GIVEN WHAT HE TOLD A MARINE…..IT WOULD NOT SURPRISE ME
    • How the pandemic is accelerating enterprise open source adoption
    • Rickey Smiley To Host 22nd Annual Super Bowl Gospel Celebration On BET
    • Kili Technology unveils data annotation platform to improve AI, raises $7 million
    • P3 Jobs: Time to Come Home?
  • Categories

  • Archives

    • January 2021
    • December 2020
    • November 2020
    • October 2020
    • September 2020
    • August 2020
    • July 2020
    • June 2020
    • May 2020
    • April 2020
    • March 2020
    • February 2020
    • January 2020
    • December 2019
    • November 2019
    • October 2019
    • September 2019
    • August 2019
    • July 2019
    • June 2019
    • May 2019
    • April 2019
    • March 2019
    • February 2019
    • January 2019
    • December 2018
    • November 2018
    • October 2018
    • September 2018
    • August 2018
    • July 2018
    • June 2018
    • May 2018
    • April 2018
    • March 2018
    • February 2018
    • January 2018
    • December 2017
    • November 2017
    • October 2017
    • September 2017
    • August 2017
    • July 2017
    • June 2017
    • May 2017
    • April 2017
    • March 2017
    • February 2017
    • January 2017
    • December 2016
    • November 2016
    • October 2016
    • September 2016
    • August 2016
    • July 2016
    • June 2016
    • May 2016
    • April 2016
    • March 2016
    • February 2016
    • January 2016
    • December 2015
    • November 2015
    • October 2015
    • September 2015
    • August 2015
    • July 2015
    • June 2015
    • May 2015
    • April 2015
    • March 2015
    • February 2015
    • January 2015
    • December 2014
    • November 2014
© 2021 Business Intelligence Info
Power BI Training | G Com Solutions Limited