Using Data to Connect, Attract, and Nurture
June 29, 2021
Now more than ever before, organizations have the ability to collect data and use this data to gain insight and make data-driven decisions. The data collected from different experiences can help businesses predict trends, identify gaps, better understand their customers and their needs or wants, and much more. Having a better understanding of your customers can help you create more personalized and customized experiences. When you provide these tailored experiences, you are able to create a community for customers to connect with your brand ultimately attracting new customers and nurturing existing ones.
Why are personalized and customized experiences important?
Each of us interacts with personalized experiences every day. Whether it’s a targeted social media or email ad, a suggested product on Amazon, recommended movie on Netflix, or a “Discover Weekly” playlist on Spotify, consumers expect personalized experiences. In fact, a survey of 1,000 US adults by Epsilon and GBH Insights found that 80 percent of respondents want personalization from retailers.
If you want to keep your customers happy, it is critical to create personalized and customized experiences for them to keep them feeling connected, attracted, and nurtured.
At Nu Skin, we’re creating personalized experiences for our customers, such as our new Vera Skin Consultation, which will connect our consumers with the right products for their individual needs. When we combine data, technology, and personalization, we can create unforgettable experiences for our customers.
With these great capabilities, also comes significant responsibility. At Nu Skin, we recognize the important need to be transparent with our customers in how we are processing, safeguarding, and protecting their personal data. From designing with Privacy in mind, to ongoing training and awareness of employees, we are continually focusing on ways to increase our consumer trust through our commitment to respecting the privacy and personal data of our customers.
If you do not understand your customers and who they are, you are not able to connect with them. According to research done by Salesforce, more than two-thirds (69%) of customers expect a connected experience when they engage with a company.
One of the ways we’re connecting with our customers at Nu Skin is by offering different ways to communicate. We’ve partnered with customer care industry leaders to help us communicate with our customers however they feel most comfortable whether that is via text, email, social media, chat bot or phone call.
Meeting your customers where they are and communicating with them in their preferred channel, is just one example of the many ways you can connect with and better understand your customers. It is critical to have a clear understanding of who your customers are, their needs, and how your brand can help fill those needs.
Once you meet your customers where they are and understand their needs, you can build an affinity to your products and ecosystem because of the personalized value added. In addition, you are able to create personalized experiences tailored to their needs and share messages that resonate with them.
After you connect with and attract customers to your business, you must continue to keep them at the center of everything you do. You should collect feedback from your customers and nurture your relationship with them using surveys, thank you cards or emails, phone calls, etc. Survicate says in their guide Your Ultimate Guide to Customer Feedback for 2021 that “Nothing shows your customers that they are important better than asking for their opinion and acting accordingly. When asked for an opinion on a product or experience, your customers feel valued and treated almost as a part of the creative team.”
You need to continue learning about your customers' needs and wants and adjust to meet those because if you don’t, someone else will.
Creating a Community
When customers feel that your brand cares about their individual needs and story, they are better able to connect not just with your company but with other customers as well, creating a community. Not only will this community build loyalty to your brand but it can also give you more opportunities to learn about your customers and continue creating exceptional experiences for them.
When all is said and done, no community can thrive without trust. When you are committed to respecting and protecting the privacy and personal data of your customers, you will further increase brand loyalty, consumer trust, and mitigate potential risk. Part of continually nurturing your customers and caring about their individual needs is safeguarding the data they share with you, acting in accordance with various privacy and data protection laws, and ethically considering how to appropriately use the available data.