What is the most precious commodity of the twenty-first century? Ask most business leaders and you’ll get an almost unanimous response: data. Businesses with access to or ownership of large troves of data all sometimes equated with striking oil or finding gold. However, data seems impersonal on its own. It lacks the human element most customers want from businesses.
While we live in an era of data, it is also the era of the customer. Today’s consumer wants companies to meet their needs and expectations in terms of experience and service. Savvy enterprises and sales teams know exactly how to utilize analytics to provide a more relevant and personalized customer experience. Naturally, enterprises capitalizing on data are excelling in providing thoughtful experiences to customers and end-users. Sometimes all it takes is a bit of creativity for how to leverage your data to connect with your customers.
Address services help you create personalized customer experiences
Many platforms have at least one type of data: location and address data. What many don’t realize is how useful this data can be. Perhaps part of your offering involves product deliveries such as a food delivery service. By knowing your customer’s address up front you can prevent them from going through a checkout process only to realize that the restaurant does not deliver to their address. You save the experience by only showing valid restaurants in their area – resulting in an overall easier and better experience for them.
Or perhaps provide them with address autocomplete so they gain confidence that you are getting their correct information. Since the address autocomplete function lessens the amount of mistakes and keystrokes entered by a user, it ensures a more accurate and quicker data submission. For this reason, it is a very important aspect of a data management strategy.
If implemented right, address autocomplete can:
- Make checkout easier by reducing the number of keystrokes required for billing and shipping information.
- Lower the rate of cart abandonment by reducing shopper fatigue.
- Reduce typographical errors.
- Validate the accuracy and mail-ability of an address.
- Standardize addresses according to the format of postal authorities.
- Improve quality of address data by reducing invalid entries.
Target your prospective customers with highly relevant campaigns
Data-driven, personalized marketing campaigns utilize data to improve performance, by ensuring more correct predictions about consumer behaviour. If you have enhanced audience insights, you can ensure precise targeting, and thereby more personalized experiences and ROI. By knowing more about your audience, including location-based information that can act as an accessory to additional info, you can customize customer experience according to the needs of each individual to improve sales. And personalized marketing is still just as relevant as ever. In fact, the TradeDesk’s November 2021 Future of Retail Report report found that 71% of consumers do still prefer personalized marketing from companies they trust.
However, data-driven, high-performing marketing campaigns are only effective if relevant and accurate data is utilized. To acquire this data, you can begin with all the information you have collected about visitors and customers in the past, including address, phone and property data.
Geocoding and location services personalize and filter results to end users
Geocoding provides location data that you can easily integrate into the processes of your company when required. The reliability and accuracy of geocoded information, along with other attributes like demographics and consumer data, can facilitate targeted marketing campaigns to possible customers in certain geographical areas. For instance, borderlines created using postal and ZIP codes are not as effective when targeting demographics. So, marketing campaigns that aim to deliver results in specific ZIP codes to target a specific demographic population are most likely to lead to wasted expense and effort.
However, combining existing customer information and potential consumer data with geocoding allows you precisely delineate the borders of a target area. It makes for more relevant marketing efforts that correlate to the lifestyle patterns of that particular population. For instance, if you have a platform that allows end-users to discover restaurants nearby, you can sort them by distance, based on the customer’s current location or allow them to make specific searches, such as restaurants that would deliver to their area within five minutes.
While there are no rigid rules for ensuring a more personalized customer experience, leveraging data is a beneficial strategy. It is important to keep in mind that all the data you have represents people with desires, concerns, and expectations. By treating customers as people instead of numbers, it becomes easier to fulfil their expectations and ensure improved customer satisfaction by providing them with relevant experiences.Looking for how to take your customer experience to the next level? Check out our Knowledge Base for inspiration or contact us here to see how we can help.