Customers’ buying experienced has evolved into a data-driven relationship for businesses. For that reason, most organisations are today dependent on machine learning, advanced analytics and IoT to impact customer experience and drive business success. With the fierce competition going on, companies are bound to keep seeking innovative ways to engage their customers.
One of the most notable relationships has been the use of responsible customer data. Regardless of when or how a company decides to engage, it can use customer data to interact with people. However, the data collected must be mutually beneficial. Marketers must avoid being creepy. This is because customers expect their data to stay protected. Here is how to avoid being creepy in your personalised marketing.
How to use your customer's data
Be Open About The Data You Are Collecting
Understand The Acceptable Limits Of Data Collection
It is not enough to simply tell customers their data will be collected and used. Before asking customers to provide sensitive information, it is vital that an organisation follows the privacy laws. This can be made clearer by creating a banner either at the top or the bottom of the organisation’s page, informing customers that their data may be used to improve their shopping experience. It would also be ideal to offer discounts to customers in exchange for their data.
Only Use Some of the Data
Customers tend to be turned off by the use of too much personalization. As such, organisations should only focus on just bits of the provided information in the marketing campaigns. For instance, most customers find it okay when organisations address them by their names on emails, but view it as a creepy move when their names are used in online ads.
Customers appreciate personalization that is beneficial to them. It is not about a company using data because it believes it is of value, but about offering more relevance to the consumers in terms of content.
Create A Customer Advisory Team
This is a group that could be involved in marketing programs under advanced segmentation and SAP analytics cloud. The team should give opinions on what the organisation should do with customer data. The marketing materials should be reviewed closely, and the team fully involved in asking customers what they feel about their details such as names being shared via emails.
As tracking gets more complicated, businesses are finding themselves torn between the line of tracking data legitimately and being overly weird. However, a company can still depend on customer data with the help of SAP to attract customers while at the same time avoid stalking them.
For instance, an organisation could engage customers by taking advantage of the newly launched SAP Leonardo and the use of messaging to grow awareness and also boost conversions. It is worth nothing that SAP Leonardo helps companies transform data with machine learning alongside other technologies. Always understand that data can destroy customer experience and make a business lose potential and regular clients.
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