Analytics come into use in virtually everything and can help to find profitable clientele. Customer analytics help a business to understand a customer’s needs, resolve issues and while at it, learn better ways of fulfilling customer needs, understand strengths and weaknesses of a service or product and make decisions courtesy of its usage.
Analytics gives a business the chance to answer lots of questions in the process of understanding the behaviour of customers, dislikes and likes, preferences and even demographics. The data is systematically analysed to retain, attract and identify profitable customers without a problem.
Use analytics to ask the right questions
In analytics there has to be questions to be answered. Creating these questions in relation to your business is highly critical right from the start. Customer needs are constantly changing and have to be met. The customer experience has to be enhanced even as the business adopts a view that’s more customer-centric than ever. This is done by asking what the needs of customers are, how the business can meet customer needs, the amount a customer is willing to part with for the service or product, the best practices to follow to serve customers better, understanding the various friction areas in the business’ services or products as well as the channel of communication customers prefer.
Questions help make things clear
As the questions are answered by analytics you’ll understand the various areas of customer experience that work and those that don’t. For instance, in case customers seem to visit a specific page or category, perhaps with a product or service documentation they could be finding it hard to find the information they need fast or the feature isn’t as clear as they hoped it should be.
Anticipate future challenges
As a result of having such critical data in your hands you’ll anticipate the challenges of your customers in the future. For instance, by analysing the number of customers completing the purchase process to the end face to face verses those who start without finishing on your website you might realise there’s a 50 percent reduction. In such a scenario it’s not hard to imagine something is wrong with the purchase process. This will help you to focus this area as a priority.
Identify trends and patterns
Through the analysis of data on customer behaviour you can be sure of identifying trends and patterns. If you realise a specific area of your service is receiving a lot of queries from potential customers it means you need to offer answers clearly not there or not as sufficient as you thought. Perhaps it’s time to create tutorials, buying guides or even FAQs.
Understand your customers better
Analytics are the surest way of knowing your customers better and working towards meeting their needs as you understand them. It’s the best way of recognising how your investment can give buyers what they’re looking for. Remember each business has to maintain customer data on customer activity and usage every time a service or product is purchased. If your business doesn’t have the ability to do this it’s about time.
As you analyse the data you will build up lots of intelligence on the most widely used features, maybe a specific customer demographic buying the most or but not necessarily paying the most, among others. You will understand how new features introduced and product changes are impacting on customer interaction with the service or product.
Identifying the features and changes your customers like most will be very easy. It’ll help create much more profitable customers and carry out similar transformations to boost revenue and improve customer retention with a single move.
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