Your Data Won’t Get Results Without Context

As featured in Forbes

In our digital world, customer centricity, the customer experience and personalization separate the winners from the losers. So it’s not a coincidence that the companies that invest in collecting customer data thrive. The demand for personalized content is at an all-time high among consumers, according to Adobe. In fact, Epsilon found (via AdWeek) that around 80% are more likely to buy when a brand offers a personalized experience. By using real-time updates and improving the customer experience via text messaging, my company secured an opt-in rate of 33% for our client PacSun.

Before long, it will become difficult to compete in any industry if you haven’t embraced data. But some companies still aren’t getting the return on investment they crave, and it’s usually because they’ve encountered one of the many pitfalls that come with collecting data.

Common Mistakes In Collecting Consumer Data

Some companies roadmap data without considering how it will be consumed, don’t properly connect the data across all channels or they just misuse it (e.g., using the results from a recommendation engine that optimizes “add to shopping cart” post-purchase even though the shopper is unlikely to buy that same product again).

Only 20% of brands have a positive impact, which means most marketers are failing to connect with people. According to a study by the Pew Research Center, 27% of Facebook users said the interests reflected on their Facebook ad preferences page were “not very or not at all accurate.”

More Context Is Key to Great Customer Insights

While data is a driving force behind sound marketing decisions, context is the piece that steers it in the right direction. Brands that understand this are turning more and more to artificial intelligence to help them in structuring, analyzing and making sense of their data, and 16% have claimed they use it to get to know their customers better.

Here are three ways you can gather more context from data:

1. The more we share, the more we have. 

If you’re building all your teams around old-school paradigms, it can be tough to create that fluidity of information. The key is to share customer data between departments. A lack of collaboration and making false assumptions based on unreliable data have been shown to cost some organizations about $7,000 per day. Being transparent with your information across departments will lead to better decision making and promote synergy.

Also, when customer data is not shared between teams, it will lead to a disjointed experience. A customer might research a product on your website and go to the online shopping cart or the store. If help is needed, that leads to phone calls or support websites. It is beneficial to both sides that customers be able to accomplish all of their needs through the channel that the customer prefers.

2. Map out data needs. 

Competition isn’t only about outselling your rival’s product, it’s also about considering how customers are actually using what you sell. Bring these insights back and assess how they can help in product development.

One study found that 24% of shoppers want product recommendations based on what they’ve already bought. Why not greet them with a selection of these personalized products the moment they arrive in your online store? When you send out offers, ensure they’re timely and relevant, whether through email, on-site promotions or external ads. This way, you engage shoppers along the buying journey across multiple channels.

3. Own the customer data road map. 

Have an application programming interface as the product mindset to meet different data needs and review the data impact regularly. This will help you be results-driven.

Start simple so you can read customer behavior and preferences. Then, you can build upon these results to create strategic bridges that allow you to go across other channels. For instance, learn what you can from Facebook Messenger, and use it to create an automated web chat.

Once your business truly understands the data and the context behind it, you will better be able to predict what services will most resonate with customers, finally creating the genuine two-way relationship they’re searching for.

You can learn more about the customer experience and how automating the shopper experience can engage your customers at every touchpoint by exploring Linc’s platform and solutions pages. Or take a look at how leading brands like Lamps Plus, JustFab.com and others are using an automated shopper experience platform as part of their customer experience strategies in their businesses today, in our resources page

Subscribe to Linc Insights.

Stay updated on the latest in AI Automated Customer Assistance Software.


Insights for the Customer Experience.

eTail 2020 Highlights – Direct Customer Conversations Drive High Organic Revenue Growth

eTail 2020 Highlights – Direct Customer Conversations Drive High Organic Revenue Growth

How AI Makes Your Human Agents More Efficient

How AI Makes Your Human Agents More Efficient

Bespoke Customer Experience – Customization Doesn’t Involve Reinventing The Wheel

Bespoke Customer Experience – Customization Doesn’t Involve Reinventing The Wheel

2020 Customer Experience Trends – Privacy Will Get Real

2020 Customer Experience Trends – Privacy Will Get Real

The Quality of AI Will Make Or Break Brands This Year – 2020 Trends

The Quality of AI Will Make Or Break Brands This Year – 2020 Trends

2020 Trends in Customer Experience – Both Free and Fast Matter

2020 Trends in Customer Experience – Both Free and Fast Matter

2020 Trends in Customer Experience- Two-Way Conversations Flourish

2020 Trends in Customer Experience- Two-Way Conversations Flourish

Why conversational commerce is a must-have after this holiday season

Why conversational commerce is a must-have after this holiday season

2019 Conversational AI Recap

2019 Conversational AI Recap

New Feature: FAQ Curator for Conversational AI and Post-Purchase Engagement

New Feature: FAQ Curator for Conversational AI and Post-Purchase Engagement

5 Reasons Why Retailers Should Optimize For Live Chat

5 Reasons Why Retailers Should Optimize For Live Chat

2020 Trends in Customer Experience- Two-Way Conversations Flourish

2020 Trends in Customer Experience- Two-Way Conversations Flourish

2020 Trends in Customer Experience- Service is the Secret Sauce

2020 Trends in Customer Experience- Service is the Secret Sauce

2019 Holiday Survival Tips For Retailer’s: Automate Predictive Intelligence To Drive

2019 Holiday Survival Tips For Retailer’s: Automate Predictive Intelligence To Drive

2019 Holiday Survival Tips For Retailer’s – Spotlight loyalty club holiday perks

2019 Holiday Survival Tips For Retailer’s – Spotlight loyalty club holiday perks

2019 Holiday Survival Kit: Use Holiday Service as a Loyalty Builder

2019 Holiday Survival Kit: Use Holiday Service as a Loyalty Builder

5 Reasons Retailers Should Optimize Live Chat

5 Reasons Retailers Should Optimize Live Chat

How To Choose a Live Chat Vendor

How To Choose a Live Chat Vendor

2019 Holiday Survival Kit: Perfect Blended Human/AI Capabilities

2019 Holiday Survival Kit: Perfect Blended Human/AI Capabilities

2019 Holiday Survival Tips: Practice Omnichannel Transitions for Stellar Customer Experience

2019 Holiday Survival Tips: Practice Omnichannel Transitions for Stellar Customer Experience

2019 Holiday Planning | Content Preparation

2019 Holiday Planning | Content Preparation

2019 Holiday Prep Survival Kit

2019 Holiday Prep Survival Kit

Your Data Won’t Get Results Without Context

Your Data Won’t Get Results Without Context

Best Practices for Setting up a Referral Marketing Program

Best Practices for Setting up a Referral Marketing Program

How to Evaluate an Automated Shopper Assistance Platform

How to Evaluate an Automated Shopper Assistance Platform

Automated Shopper Assistance: What It Is and What It Means for Retailers

Automated Shopper Assistance: What It Is and What It Means for Retailers

Multi-Channel Customer Journeys Are The New Reality

Multi-Channel Customer Journeys Are The New Reality

Best Practices for Increasing Shopper Opt-In Rates

Best Practices for Increasing Shopper Opt-In Rates

The Role of Artificial Intelligence (AI) in Reshaping the Customer Experience

The Role of Artificial Intelligence (AI) in Reshaping the Customer Experience

Building Your Conversational Commerce Technology Stack

Building Your Conversational Commerce Technology Stack

New Feature Alert: Intelligent Promotion Botlet

New Feature Alert: Intelligent Promotion Botlet

Turning Touchpoints into a Journey

Turning Touchpoints into a Journey

Designing a Customer Experience Strategy for Conversational Commerce

Designing a Customer Experience Strategy for Conversational Commerce

How the New Silo-Less Organization is Creating a CX Evolution

How the New Silo-Less Organization is Creating a CX Evolution

Best Practices for Customer Engagement at Every Touchpoint

Best Practices for Customer Engagement at Every Touchpoint

New Feature Alert: Automated Assistance for BOPIS

New Feature Alert: Automated Assistance for BOPIS

New Feature Alert: Content Inspiration Botlet

New Feature Alert: Content Inspiration Botlet

6 Costly Misunderstandings about Chatbots and Amazon Alexa

6 Costly Misunderstandings about Chatbots and Amazon Alexa

2019 Omni-Channel Tech Journey

2019 Omni-Channel Tech Journey

4 Steps for Integrating Customer Care Automation Into Your Marketing Strategy

4 Steps for Integrating Customer Care Automation Into Your Marketing Strategy

Customer Experience as the New Competitive Battleground

Customer Experience as the New Competitive Battleground

Conversational Commerce is the Future and the Present

Conversational Commerce is the Future and the Present

Press Release | CUTS Clothing Automates the Customer Experience

Press Release | CUTS Clothing Automates the Customer Experience

The Future is Automation- How to Deploy Customer Care Automation as a Complement to Existing Post-Purchase Solutions

The Future is Automation- How to Deploy Customer Care Automation as a Complement to Existing Post-Purchase Solutions

New Feature Alert: Consultative Buying Botlet

New Feature Alert: Consultative Buying Botlet

Using Enriched Data to Enhance Automation, Marketing, eCommerce and Operations Programs

Using Enriched Data to Enhance Automation, Marketing, eCommerce and Operations Programs

New Feature Alert: Product Inspiration Botlet

New Feature Alert: Product Inspiration Botlet

The Evolution of Customer Care Automation

The Evolution of Customer Care Automation

Press Release: PureFormulas Automates Customer Engagement with Linc Global

Press Release: PureFormulas Automates Customer Engagement with Linc Global

Customer Success: PacSun Differentiates the Customer Experience

Customer Success: PacSun Differentiates the Customer Experience

How to Make a ChatBot Smarter

How to Make a ChatBot Smarter

The Challenges of Optimizing Post-Purchase in a Silo

The Challenges of Optimizing Post-Purchase in a Silo

New Feature: Automated Web Chat and How It Will Change Customer Engagement Benchmarks

New Feature: Automated Web Chat and How It Will Change Customer Engagement Benchmarks

New Feature: Organic Marketing Opt-In

New Feature: Organic Marketing Opt-In

Customer Highlight: How Lamps Plus Delivers an Innovative Customer Experience

Customer Highlight: How Lamps Plus Delivers an Innovative Customer Experience

Six Challenges You Need To Conquer To Effectively Deliver Automated Customer Care

Six Challenges You Need To Conquer To Effectively Deliver Automated Customer Care

Schedule a Demo

 

Schedule a call with one of our experts to start building your AI roadmap.