Improve Customer Experiences With Big Data #DataTalk
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The document discusses the impact of big data on customer experiences, highlighting insights from various industry leaders on how brands struggle to connect with customers amid technological challenges. Key points include the need for a holistic view of customer data, the importance of understanding individual customer needs, and the challenges of delivering personalized experiences. It emphasizes that successful brands focus on the customer and leverage data to enhance engagement across multiple channels.
Improve Customer Experiences With Big Data #DataTalk
- 1. #DataTalkImproving Customer Experiences with Big Data
- 2. Join our #DataTalk on Thursdays at 5 p.m. ET This week, we talked with Matt Seeley, President of Experian Marketing Services, Mark Johnson, President and CEO of Loyalty 360, and Ginger Conlon, Editor-in-Chief of Direct Marketing News. Our big data Twitter chats are hosted by our @ExperianDataLab. Check out the resources and tweets from this chat: ex.pn/custexp
- 3. How has big data changed the way consumers engage with brands?
- 4. #DataTalk ex.pn/datatalk Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty The challenge of simplicity. Brands are struggling with listening to and understanding their customers.
- 5. #DataTalk ex.pn/datatalk Matt Seeley President, Experian Marketing Services @mseeley6 It’s not so much that data has changed the experience, but we have seen a rise in channel proliferation.
- 6. #DataTalk ex.pn/datatalk The web is awash with data -- from product specs to reviews -- buyers can use to inform their purchase decisions. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy
- 7. #DataTalk ex.pn/datatalk Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty Brands want to create simplicity in their engagement, yet data, and disparate technology make it “challenging” - lack of metrics.
- 8. #DataTalk ex.pn/datatalk Buyers can learn more about brands than ever before and may find a reason to align with a brand. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy
- 9. #DataTalk ex.pn/datatalk Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty Brands are challenged in how their technology providers are listening to them. They feel disconnected.
- 10. Why is big data important for the customer experience?
- 11. #DataTalk ex.pn/datatalk Matt Seeley President, Experian Marketing Services @mseeley6 You don’t need every data point. You need the data that works at the right time for the right customer.
- 12. #DataTalk ex.pn/datatalk Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty For every Amazon.com, there are hundreds of brands who are not. Analytics can be cold. Humanizing it is challenging.
- 13. #DataTalk ex.pn/datatalk Matt Seeley President, Experian Marketing Services @mseeley6 It’s the intelligence gleaned from big data using technology that puts the customer at the center.
- 14. #DataTalk ex.pn/datatalk Jay Stocki VP of Digital at Experian Marketing Services @jstocki 80% of companies say they deliver a great customer experience. 8% of customers agree with them.
- 15. #DataTalk ex.pn/datatalk Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy Brands can learn specific customers’ experiences/preferences and aim to deliver on them.
- 16. How do brands define and think about the customer experience?
- 17. ex.pn/datatalk #DataTalk Today’s brands have to consider customer experiences across the whole journey - not only one area. Matt Seeley President, Experian Marketing Services @mseeley6
- 18. ex.pn/datatalk #DataTalk Brands want to make experiences “personal” yet what is personal is vastly different and the ability to personalize is challenging. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty
- 19. ex.pn/datatalk #DataTalk Focusing on channel, like a website or email, is no longer enough. Brands must think about the entire customer journey. Matt Seeley President, Experian Marketing Services @mseeley6
- 20. ex.pn/datatalk #DataTalk Too many brands equate customer experience and service. The latter is just one element of the former. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy
- 21. ex.pn/datatalk #DataTalk Customer experience in marketing includes relevance/timing of communications, delivering on brand pormise, etc. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy
- 22. What is a brand’s greatest challenge with creating intelligent customer experiences?
- 23. #DataTalk ex.pn/datatalk The biggest challenge is thinking like their customer - empathy and understanding. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty
- 24. #DataTalk ex.pn/datatalk Globally, marketers now see the lack of a single customer view as their number one challenge. Matt Seeley President, Experian Marketing Services @mseeley6
- 25. #DataTalk ex.pn/datatalk The biggest challenge is getting a holistic view of customer data. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy
- 26. #DataTalk ex.pn/datatalk Challenge is what technology. Not everyone has Apple’s or Amazon’s revenue to invest - not the intellectual bandwidth. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty
- 27. #DataTalk ex.pn/datatalk Another challenge is organization silos, lack of collaboration with competing goals. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy
- 28. What is the greatest opportunity for big data innovation in the customer experience?
- 29. #DataTalk ex.pn/datatalk Contextual relevancy is one. Consistency across channels is another. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy
- 30. #DataTalk ex.pn/datatalk The ability to create smarter personalized experiences. Matt Seeley President, Experian Marketing Services @mseeley6
- 31. #DataTalk ex.pn/datatalk Contextual relevancy is one. Yet, as we stated, opportunity is to ID person across channels. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty
- 32. #DataTalk ex.pn/datatalk Sometimes you don’t need innovation; sometimes you just need to get the customer experience basics right. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy
- 33. #DataTalk ex.pn/datatalk Transforming the customer experience into a natural conversation between the customer and brand. Matt Seeley President, Experian Marketing Services @mseeley6
- 34. Have great customer experiences always been data driven?
- 35. ex.pn/datatalk #DataTalk Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty Great experiences are not always data driven. Experiences are and should be natural.
- 36. ex.pn/datatalk #DataTalk Matt Seeley President, Experian Marketing Services @mseeley6 Brands create emotional connections with people, but it’s data that allows that connection to become essential.
- 37. ex.pn/datatalk #DataTalk Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy Many have been, because great customer experience starts with understanding specific customers.
- 38. How are sophisticated brands approaching big data?
- 39. #DataTalk ex.pn/datatalk Successful brands have one thing in common; they continue to focus on the customer. Matt Seeley President, Experian Marketing Services @mseeley6
- 40. #DataTalk ex.pn/datatalk There’s also great customer experience that stems from understanding people in general. Consider the Tiffany blue box. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy
- 41. #DataTalk ex.pn/datatalk The most successful brands pay attention to how customers interact w/ their brand across various channels and devices. Matt Seeley President, Experian Marketing Services @mseeley6
- 42. #DataTalk ex.pn/datatalk Brands that can discern their unique customer opportunity via listening and understanding of how the customer experience leaders are engaging. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty
- 43. #DataTalk ex.pn/datatalk Predictive analytics can help us refocus marketing back on the customer. Matt Seeley President, Experian Marketing Services @mseeley6
- 44. How does a brand get started leveraging big data to improve the customer experience?
- 45. ex.pn/datatalk #DataTalk Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty Find the right customers - not all the customers. Listen to them and engage. Make it simple.
- 46. ex.pn/datatalk #DataTalk Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy One way is to use it to uncover customer pain points. Prioritize them. Resolve them.
- 47. ex.pn/datatalk #DataTalk Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty Brands need to understand what data they have (too much), what they want to do, and realize what they can do. Start and then react.
- 48. ex.pn/datatalk #DataTalk Matt Seeley President, Experian Marketing Services @mseeley6 Build a data and tech strategy around the customer.
- 49. Join our #DataTalk on Twitter on Thursdays at 5 p.m. ET. experian.com/datatalk