Last updated: Delight, tweak, repeat: Unlocking a virtuous circle with customer data

Delight, tweak, repeat: Unlocking a virtuous circle with customer data


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Music to any marketer’s ears: when customers are delighted with the digital experience that brands deliver, they are more likely to share personal information.

In fact, consumers are five times more likely to share personal information in return for delightful digital experiences – according to SAP’s 2016 Australian Digital Experience Report. From buying preferences and social media usage, to health records and even personal finance information. However, what sets savvy marketers aside from the rest is not the quantity of personal information they gather, but the intelligence with which it is applied to provide personalized, relevant brand experiences.

With increased access to customer insights, marketers now have an opportunity to unlock a virtuous circle, whereby they can constantly tailor offerings to boost loyalty, advocacy and revenue.

Considering delighted customers are five times more likely to remain loyal compared to unsatisfied ones, the digital experience is something marketers cannot afford to get wrong. In today’s competitive and fast paced market, these insights must be used in intelligent and relevant ways, or brands will drive customers away.

As part of SAP’s Australian Digital Experience Report, we asked consumers what are the most important attributes of the digital experience. Australian consumers have spoken, and when it comes to delivering digital experiences that delight, they want services that are:

  • Safe and Secure: Not a week goes by without another news story detailing a high profile leak of private information. With an increased level of awareness, customers want to be satisfied and see an earnest effort that their personal data is managed respectfully and safely.
  • Cohesive, Integrated and Easy: A consistent and engaging omni-channel experience is key to delighting customers. It means allowing for relevant, simple online transactions; ensuring the same stock is available in-store and online at the same price; and being able to provide relevant information at the click of a button.

Coles is one retail brand that rises above the rest in offering a simple and connected experience. Features as simple as remembering favorite shopping trolley items means brands can send consumers reminders when these items are on sale or come in a new variety, helping customers feel unique and important even when they are not in store.

  • Available 24/7: Brands must be able to respond to customers in real-time, whenever, wherever and on whatever device they choose; traditional 9am – 5pm business hours no longer suffice. Tapping into customer data around social media usage, buying preference and web-browser history is the enabler for this level of agility in reacting to and predicting customer demands.
  • Respectful and Dedicated: Taking advantage of customer data, using it in an unintelligent way or not protecting it will result in customers leaving brands at an unprecedented rate. Instead, marketers must use improved insights to share relevant offers that match customer interests; recall previous purchases to make new buying recommendations; even tap into individual consumer daily schedules to offer a solution in real-time. Transparency is the key to building the level of trust needed for true engagement. Marketers should be clear what information they are collecting and offer simple, visible opt-in and opt-out choices.
  • Effortless and that Fit in with their Lives: Consumers want services that recognize their personal routines, health requirements and even financial concerns. Being able to respond to this has huge potential to deliver brand loyalty and advocacy. Netflix is currently doing this best in Australia, offering varying payment plans, on demand services, and personalized content recommendations.

Alongside these five top attributes, marketers must also account for a range of other components that make up the digital experience, such as providing relevant offers without infringing on privacy, and exciting and engaging the customer across every interaction.

Understandably, digital experience means different things to different brands, but the motivation behind it should always be the same: the customer. Brands cannot afford to continue to take a one-size-fits-all approach to digital. Consumers expect brands to transform the insights they’ve provided into timely, relevant, personalized services that satisfy on an emotional and functional level.

With these five attributes in mind, marketers have an opportunity to constantly improve the digital experience delivered while optimizing loyalty, advocacy and, ultimately, revenue.

This post originally appeared on Marketing Magazine on July 25, 2016 and is republished with permission.

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