This is without doubt a unique time in history. We’re in the age of interactive technology, where devices are more addictive then something you would see on Breaking Bad, and we all multi-screen. As a result we want more from technology and our expectations have increased.
This is the age of NOW – we want the shoes we ordered to arrive immediately and when we use an app to find a place to eat we want answers instantly. We rely heavily on technology to manage and plan our lives.
What would YOU give up in order to keep connected through your smart phone? Chocolate? Wine?
So how does this impact on you, the business owner? Are you keeping up with the trends in customer behaviour? Are you offering people value online in terms of real-time streams, location-based services and mobility of transactions?
This is how business is now. Yes, there are many businesses in South Africa who still rely on fax machines to turn the wheels, but that era is over. You need to start adapting to what has become the new way of doing things.
Luckily there are digital tools available that help you make sense of it all and how to best use technology to grow your business.
How do you measure the full customer experience?
Your customers are constantly connected. Yes, there are peak times and days when they are most likely to be actively involved with your business, but you should adapt an always-on mindset. You can create the best possible experience for your customers by listening to the data and creating strategies from insights gained.
Are you actively measuring the various data streams available from your customers?
You need to start with identifying the key business metrics and drivers that keep things ticking over, and then establish bench marks. This is important for any business, and through technology you can truly keep your finger on the pulse of customer behaviour.
What are the effects of your marketing efforts? Is that TV or radio ad working to drive more customers to your website or physical store? Do you have a complete understanding of how data sources and mobile devices create a big picture of your clickstream data?
Understand the full customer journey
Gone are the days of looking only at the last click. Your customer went on a meandering journey of discovery before deciding to buy from you, and you need to attribute each step along the way.
This journey happens across desktop, laptops, tablets, mobile devices, word-of-mouth and offline marketing channels, so you really need to invest in understanding these “micro moments” that resulted in the sale.
This can be done with Google Analytics attribution models so you get a good idea of what the best marketing mix should be. And then experiment and improve. And keep testing because the world changes every day and hour.
If you’d like to understand more about Google Analytics and capturing insights about your customer journey, contact me. I’d love to hear your thoughts and we can dive in to some practical actions to better serve your customers.