Leveraging Customer Analytics to Drive Business Efficiency

by December 4, 2019

Customer analytics is becoming critical these days as businesses seek to effectively retain, acquire, satisfy and engage their customers to business growth. It is a significant approach for an organization to analyze its business performance. Customers today have access to information anytime, anywhere, where to search and shop, how much to pay, etc. that makes it indispensable to gain customer insights to comprehend how they can behave when interacting with a brand, so a company can retort accordingly.

Though, assessing a massive volume of data created by customers is a complex process. But, leveraging that data gives enterprises the ability to personalize communications, foresee customer churn, segment customers by demographic data and practice specific channels for custom analysis.


How to Make Use of Customer Analytics

By scaling and evaluating data using specific metrics, enterprises can create effective customer interactions. Typically, customer analytics is managed by an interdisciplinary group and different departments within the company, including marketing, sales, IT, customer service and business analysts. Thus, to obtain the most meaningful insights based on customers’ behavior, the teams should consider which business metrics to choose that can help achieve a single view of the customer experience.

There are various customer analytics best practices companies can leverage to drive superior business decisions, including analyzing and understanding customers concerning a brand; targeting customers across all channels and assessing through different ways a product and service can be scattered; finding out big data trends as well as scrutinising online behaviour to boost sales; and enhancing customer journey by means of personalized selling and market segmentation.

Most industries today are gaining benefits from customer analytics by utilizing different kinds of customers’ data using multiple channels. In retail, organizations leverage data of their customers to restructure retail management. And this restructuring often occurs in dynamic scheduling and worker evaluations. Customer analytics enables retail companies to assess workers by equating daily sales to daily traffic in a store.

In finance, banks, insurance companies and most financial startups take advantage of customer analytics by comprehending customer lifetime value, recognizing below-zero customers, augmenting cross-sales, managing customer attrition and migrating customers to lower-cost channels in a targeted manner.


Capitalizing on Customer Analytics Tools

Predicting purchasing behaviors and lifestyle preferences of a customer, businesses need to have customer analytics tools in an effort to obtain customer experiences and insights. Many large corporations offer a wide range of customer analytics tools to understand customer behavior, helping companies to create marketing campaigns to specific customer segments. The customer data analysis tools can be part of a customer relationship management (CRM) suite or sold as standalone platforms that perform everything from gleaning customer experience to data analysis and visualization.

Some customer analytics tools come with features like user segmentation with systems that personalize websites and make niche marketing campaigns. Also, these tools connect to prevalent sales and marketing applications alongside email, web content management systems, social media channels and customer loyalty programs.

So, customer analytics is a process where data or insights from customer behavior is used to help make vital and better business decisions. Also, the better the understanding of a customer’s purchasing activities, the more detailed predictive behaviors become reality.