Comment les équipes des opérations marketing peuvent-elles utiliser les données pour augmenter la satisfaction client ?

Always tap into customer's needs/expectations by reviewing First Party Data. All the interactions that customers make while engaging with promotional campaigns, browsing pattern on website, shopping pattern and their post-login behaviour - all these data-sets are extremely critical. Conversion tracking codes, Click-analysis & Google Analytics are some of the best ways to capture this. We must always study how customers are interacting on different offerings and build next steps accordingly.

To understand user behavior for your particular industry, you must take a look at average CTR rates for your industry, average conversion rates, learn and map out user journeys (they also usually vary based on the size of the purchase, FMCGs user journey is pretty straightforward than those who buy $10K pre-loved cars online, for example)

Use social media to understand customer needs: • Quora • Reddit • Google My Business Reviews • Read the Negative and positive reviews on industry behemoth's CrunchBase and Trustpilot profiles • Watch reviews on YouTube, Instagram, and elsewhere • Conduct surveys (applicable in most cases) • Check online search tools such as Answer The Public, AlsoAsked, Ahref's Query Search, Google Search's Autosuggestion, and a dozen other tools to tap into people's questions, expectations, and concerns regarding a product or a service

Understanding the requirements of the client/customer is the major understanding required. In this emerging and advanced market the customers needs are always changing which is why brands are short lived. Depending on the product this requirements must be changed; example a customer chooses a certain product due to its consistence, the customer clearly knows the outcome whereas some products are chosen as they are new want a change.

Remember data isn't just a bunch of numbers, but a roadmap to happier customers! Leveraging insights to tailor experiences and anticipate needs is the game changer in customer satisfaction. I'm excited for this journey of turning data into smiles! 😊

Net Promoter Score is an amazing way to gauge customer loyalty and satisfaction. If you conduct a survey, let's say you send out a survey team, the overall score will be measured as the following: •) 9 - 10 : Promoters. Simple. •) 7 - 8: Passive. They are satisfied BUT unenthusiastic. •) 0 - 6: Detractors. Unhappy customers who will damage your brand. Percentage of detractors will be subtracted from the percentage of promoters to calculate Net Promoter Score. Remember, if a company is standing between 20 - 30 NPS, it's more likely to die off if not improved - if not in 2 years then in the next 5 years.

One incredible feature provided by Salesforce Marketing Cloud is Einstein Engagement Scoring which tracks customer's engagement across different campaigns/journeys and segregates them into personas: (1) Loyalists, (2) Window Shoppers and (3) Winback/Dormant. This information combined with other research methods like NPS gives a good picture of how much customers are satisfied with offerings. And then there are customer + product dimension tables which provides next layer information. Monitoring these metrices are important so as to keep on providing better services to customers.

Monitoring customer satisfaction (CSAT & NPS) will help you understand better your customer and address their concerns to increase satisfaction. By increasing customer satisfaction you will reduce churn, improve brand loyalty and brand reputation and gain new customers too.

Forecasting and understanding customer behavior enables to be a step ahead in terms of delivery and enhancing the service delivery. If a customer is using a certain product much the data shows this and this can be used to advantage by providing this service/product at the end of a customer journey enlightening the customer experience.

Leveraging data to boost customer satisfaction involves empowering and aligning the Marketing Operations (MO) team. By utilizing insights from project management and collaboration tools, workflows can be streamlined, enhancing team efficiency and coordination. This ensures consistent and high-quality customer experiences across channels. Performance data from training and recognition tools helps measure and improve team skills, fostering a customer-centric culture. Overall, the approach focuses on data-driven optimization, aligning the MO team, and cultivating a shared vision to deliver superior customer satisfaction.

Analyse your successes but also analyse your losses. Understand your churn rate and why clients are churning. This data is incredibly valuable in understanding where you are potentially going wrong.

When introducing a new product or service, the outcomes can definitely be defined through data gaining insights on the user base. This allows to target the audience with existing database.