Customer experience is an area that has met with significant change. Due to technology and the internet, goods and services can be bought at the click of a button.
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From any location at any time, companies find it much tougher to have personal relationships with their customers or simple face-to-face interaction and conversations.
Developments in the online shopping experience, in store retail and the use of loyalty cards means that retailers and consumers both stand to gain more rewards, sometimes at the expense of the relationship between the two.
Consumers want a tailored service to meet their specific and changeable needs, more than that, they expect it.
Personalisation is a growing trend, a backlash to mass marketing approaches. Trying to target everyone or too many segments, means that you are not focussed and customers feel that too. They miss the personal interaction and understanding that comes from a brand or company seeing their unique needs or moments of truth, and companies need to work harder to individualise and personalise experiences.
When customers are presented with a tailored customer experience, it has been found that customer retention can increase by 5%.
✓ Personalised information on products
✓ Relevant services and offers
This is critical in a time where customer retention, loyalty and advocacy are more difficult to attain than ever.
Technology can help us with this increase in demand for personalisation.
Real-time data derived using big data analytics tools allows businesses to gain unique and valuable insights into consumers, enabling them to tailor products, offers and communications.
Social Listening Tools
✓ Can help in monitoring social media channels to capture mentions of a brand, topic, competitor.
✘ Skim the surface level rather than providing deeper, more tangible and interpreted insight for action.
✘ Can send you down rabbit holes.
But these tools don’t answer the ‘Why?’ question.
Businesses need to move beyond reliance on big data alone to help.
That’s where we come in. Ruby Cha Cha uses bricolage methodologies to help you connect with consumers to improve customer experience. For the new world we live in, it is not enough to rely on what they bought last, or what other people in that age-group and location are buying. It’s simply not accurate or personal enough in anymore. We aim to:
- Better understand the consumer in the moment, at the time of their decision making.
- Their motivations and drivers.
- What they really want or need next.
Open consumers are likely to be the first on board when you launch a new product or service because of the novelty and innovation, but also the least likely to be brand loyal, so they may need additional rewards or incentives.