Steve Jobs once said, “It’s not the customer’s job to know what they want.”
And he was absolutely correct.
These days, with information traveling faster than ever, marketers need to remain one step ahead of their competitors and their customers. This means having such a laser-focused understanding of your customers that you can predict their behaviors and wants before they even realize it themselves.
But how do you go about mastering the art of true customer understanding, especially when fortune telling and mind reading don’t fall under your umbrella of skills?
Here’s the rub: You don’t need to be a prophet to accurately predict your customers’ needs and desires. You just need first party data and a strong strategy in place for acquiring, managing, and leveraging this intel in a secure, responsible way. Here’s how to get started.
Know Your Customers Intimately
Every business wants to hold the keys to their customers’ hearts. Learning to acquire this depth of understanding, though, requires the right tools and technologies.
To start unlocking actionable customer insights, invest in a social login platform that enables you to securely collect user data in a streamlined manner via your users’ existing social profiles. You can see how Entrepreneur.com does this below.
By offering the option for customers to log in socially or register for a site account via a traditional registration form, Entrepreneur.com nurtures trust, encourages greater registration conversions, and enables the passing of first party data in a responsible manner. The company can then use this customer data to tailor its user experience, marketing messages, and more to deliver those brand interactions that customers crave.
Use Your Data Wisely
The sharing of data is a touchy subject among users for obvious reasons: Why would you wittingly share your personal details with a business?
For any business that cowers at the prospect of having to manage volumes of sensitive user data, consider how skeptical consumers were of social media when Facebook first emerged as a player in the space. The idea of sharing intimate life updates in the digital sphere was a new, foreign concept to many. Over time, however, Facebook has been able to drive its dedication to user security home, taking extra measures to assure its users that it’s safe to share their personal details, such as offering increased flexibility around its privacy controls.
See how Betty Crocker lets users know why they should register for a site account — by offering free rewards and exclusive access — while communicating what data points it will collect from a socially logged in user.
Why Data Drives Prediction
In an era where identity reigns, it’s important that businesses learn to use first party data to deliver relevance at every touchpoint. For an in depth overview of how data can be used to deliver ROI for your business, download the free white paper, Harnessing Big Data to Grow Revenue.
By Emma Tzeng