As businesses gain a new appreciation of the power of data, they are discovering new strategies for sales and marketing that go far beyond what was possible in the past.
This is not just a big data and technology-driven revolution – it is also a change in attitudes about the place of data in the sales process, its role as a guide or reality check, and driving greater sales performance Its ability to fuel new processes.
However, it is important to keep in mind the customer’s perception of how the data is being used. Otherwise, all the data-based changes you make can be worse for your business than distracting shiny items – they can be real customers.
Those failures result in failure to think like a customer. They are not usually based on privacy issues; They more often result in how businesses use data.
Businesses are getting creative about how they use data types interchangeably, and that’s a good thing. Nevertheless, too much focus on customer data can, strangely, cause businesses to lose sight of the customer.
Babies and the law
A highly publicized example of this occurred when a pregnant teenager was inadvertently sent to her family through data analysis of the target.
Target’s data scientists are given fleeting permission to talk to reporters about their methodology.
The company had done an excellent job of drawing conclusions about customers based on their recent purchases – primarily for pregnant women, without thinking lotion, cotton balls, and vitamin supplements.
Then Target stopped thinking like a customer. Some women are not happy enough to become pregnant, or have chosen not to make their pregnancy common knowledge. Direct marketing with child-related offers can cause them an unexpected setback.
Target became smart and filled its target mailers with advertisements about baby-mowers with ads for law-mowers, food, DVDs and other non-baby products as expected. The company reaches the right audience with targeted promotions, but its mailers reduce the suspicion of customers that Target was spying on them.
Target began to think like a customer – and not only about his idea of the ideal customer, who was happy and enthusiastic about spending money, but on customers in different emotional states. This helped Target’s customers stay focused on the products it was selling, rather than thinking about how they were being monitored by Target’s analytics.
Take every online step you
Another tool businesses can use to do exactly the right thing from the point of view of sales and marketing – and the absolutely wrong thing from a customer’s point of view – is website visitor tracking.
Contacting a visitor after a website visit is key to turning them into a lead, figures have shown.
According to the study, a report first revealed in the Harvard Business Review, firms that tried to contact potential customers within an hour of receiving a query were nearly seven times more likely to receive leads. Firms arriving within an hour were 60 times more likely to receive leads than firms that waited 24 hours or more.
Reacting fast is great if the potential lead has filled in and submitted a form. However, with the increasing use of anonymous visitor tracking and alerting, it is possible for a business to send a rapid response in the absence of a cue from prospecting. Prospects receiving such phone calls or emails often feel uncomfortable that someone is looking over their shoulder while traveling on their website.
You can see how this can run in the context of a lead-scoring system. A lead near the qualification threshold tips to exceed the qualifying score during the web trip; An alert is sent for sales pointing to newly qualified leads; The sales rep calls while the prospect is still showing on the website. Some possibilities can be fixed with this – others can be eliminated.
Try to see their way
I have long argued for the careful use of insights shining from analysis, and should describe as a customer thinking: It is a matter of giving a business information about oneself and then seeing that the information in the business sales process Uses.
It is another thing to know business usage that you did not voluntarily – and cannot even guess how it was obtained. This can be somewhat annoying, and in a world where trust is becoming an important part of sellers’ evaluation, it’s a terrible emotional component to add to build your relationship.
You do not have to tip buyers with all the information you seek or speculate about, especially when it can be disapproving or distracting.