As technology continues to make it easier to collect data and automate things, the growing concern for many business owners is how much data and automation is too much. You don’t want to lose the human piece of your business — engaging with your customers, making things personally for them, and more.

But, what if you could use some of this data to create a better experience for your customers? By collecting and using data, you can actually improve the human (or digital) interactions you’re having with your customers!

Lead management tools allow you to gather and analyze a lot of information about the consumers interacting with your business. This marketing data can be hugely helpful in delivering stellar customer service, but only if you know what to do with it. If you’re not sure how data can help you, read on.

Gather the Data

The first step to using data to build a better customer service experience is collecting the data. You can only help customers if you know who they are.

Placing contact forms on your website is a great place to start. Facebook is also now offering the option to collect contact information through some of their advertising (like Facebook Lead Ads), providing another way to reach your customers.

The key here is to ask only for the information you really need. Customers grow weary or wary when brands begin to ask for too much information, so keep it short and sweet — name, email, and not much else.

Segment Your Data

A huge part of a great customer experience is personalization. If someone’s been your loyal customer for five years, you don’t want to send them emails that introduce your brand and what you do. Similarly, if you’re reaching out to a prospect for the first time, you don’t want to provide them with information about your most expensive product.

Many lead management solutions allow you to segment your lists based on any attributes you’d like. Consider segmenting by factors like demographics, past purchase behavior, and where they are on the customer journey.

Once a customer makes a purchase, segmentation allows you to target them with email offers for related products. This level of personalization makes customers feel seen and understood. And that makes them all the more likely to turn to your brand again in the future.

This works on me pretty much every time: I visit a website and almost buy something but get distracted or decide I don’t actually need it. But, then, I get an email showing me that product with a coupon code. Why wouldn’t I buy it now? While you don’t need to get this granular, it’s nice to show your customers that you’re paying attention and that you understand what they like.

Which brings us to our next point…

Identify Patterns

Data can also help you hone in on patterns. Is there an email offer you made that generated a lot of interest in a new product? Was there a social media post about an upcoming event that got a lot of shares, likes, and comments? Identifying patterns can help you understand what business moves are working and which ones aren’t, which can help you better appeal to your target audience.

Put Those Insights to Use

Once you have a greater understanding of your customers, you can take action! Collecting and analyzing all of this data is silly if you don’t do something with it.

The data can help you justify and push forward new marketing strategies, products, or offers. You can move ahead with the confidence that customers are interested in this change. Their behavior has already told you they are.

And, once you have this data, you can ask your most engaged customers for feedback about your business to improve even more. What do they like most about your business? What could be improved? What’s most important to them when it comes to choosing businesses like yours? Getting insight from your current customers can help you as you try to reach new ones.

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