Using Data To Enhance Customer Experience


Any successful business knows just how important customers are to its success. While customers are important, the experience they receive is what keeps them coming back for more. Creating a memorable customer experience is ultimately what drives businesses to new heights. Companies can use customer data as a beneficial resource in designing the best possible customer experience. However, most importantly, businesses can use that data to help promote a vision and idea in a way that helps create a more personalized customer experience.

Today’s consumer is exposed to a variety of advertisements and pitches in order to entice them to participate in a customer experience. A customer experience can be anything to a sample at a convention, to an in-store purchase, or even online shopping. In any of these experiences it is important for businesses to create something memorable. Customers generally experience a wide range of emotions throughout their experience–some are happy, while others can be left disgusted–depending on the messaging and feelings created throughout the process. Companies can use a wide range of data-driven processes to capture customer activities, measure those activities, begin to understand their customer’s emotions during the process, and most importantly react to the needs and desires of their customers. In the end, it is important to create a memorable experience for repeated customer activity.

Customer Data is critical to Consumer Experience because companies need to know how to improve their products and services to better serve their customers. Businesses have a responsibility to ensure the customer is happy all the way through the purchasing process–such as browsing, selecting, and executing. Data can help companies that are struggling to gain new customers or even retain existing customers to pinpoint where customers are having issues and how to fix those issues. Secondly, companies and organizations need to thoroughly understand their demographics and how those different groups are using a company’s products or services.  It is important to not only understand demographics but how to use data to target an audience toward those demographics with appropriate messaging, signage, and imagery to elicit feelings and create a mood that makes a customer feel welcome. Knowing what the customers need and want through data is a good starting point for future products and targets.

A great customer experience is one that is personal. A friendly tone is more inviting than a formal one, and today many companies use software that personalizes emails for each customer. In this case the customer now feels like the company selling goods and services has the consumer’s best interests at heart. But while personalization is good, over-personalizing an email may give the consumer fear of infringement on personal space.

Companies should also begin to understand and use unstructured data. Previously, companies only had access to specific data that was organized. Today, we have access to a wealth of data, between social media channels, e-mails, and more. Consumer feedback in the form of surveys or e-mails is one way to reach them. Understanding how to use big data, small data, structured data, and unstructured data in harmony is beneficial to developing a winning customer experience.

At the heart of any successful business is a game plan to deliver a first-class customer experience. Today’s data-driven world gives companies many advantages over predecessors in creating the perfect moments that entice customers to make their next purchases. However, it is important for companies to understand demographics, target audience, and messaging to create an atmosphere that is conducive to feeling good and coming back for more–whether it’s in a store or online.