Being relevant through 360° customer view

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One thing that is often mentioned in current marketing strategies is a 360°customer view. But what does that actually mean? And what does it look like when put into practice?
We like to know as much as possible about a person. And then use that data to determine what kind of customer it is, or can be. Based on that, we make smart analysis and predictions. The goal is to make communication with that customer more personal. The purpose of a 360° customer view, therefore, is to send the right message, at the right time, through the right channel.
Today, with the fast technological developments of the past years, customers increasingly expect tailor-made services and one-on-one communication. Their expectations are high and they will easily ventilate their opinion when something is not up to their standards. Customers expect that you continuously meet their needs, which makes a 360° customer view even more important.
In an ideal world, you have various technologies to help you manage the many contact points a customer has with you. Each interaction, from a marketing expression to an actual visit, should generate information that can be brought together in a data warehouse. Smart software could read this information and render insights on how to optimally service this specific customer and predict their behaviour.
So, what are the steps to get to a 360 °customer view, so you can align your campaigns with it?

Step 1. Map your customer data
Regardless of the size of your organisation, when you sell tickets, you have a certain amount of processes in place. These include your marketing activities, the sales process and customer service, as well as the actual experience of hosting an event. Each of these processes gathers information about the interactions that occur. Examples are:
Historical reservation/purchase data
Website behaviour
Behaviour and preferences on social media
Email behaviour (opens, clicks)
Trends, actuality
Unequivocally, your organisation has a large amount of data available. This often comes from many different sources and can therefore often not be easily combined. To develop a more centralised customer approach, all these data sources will need to be aligned. Furthermore, all data needs to be stored in one place. A data warehouse.

Step 2. Get the technology right
Without technology, a 360° approach is very hard to manage for any organisation. However, with the right combination of data sources and tools, this can be realised in an easy and straightforward manner. By using an algorithm it can be determined what type of customer someone is, what their preferences are, and you can compare different types of customers. By adding external data, you create a 360° view of a person. Review your existing tools. Are they easily combined? And do they give you sufficient information?

Step 3. A 360° customer view
When all data is well structured, it is easy to build a 360° customer view. If all is put in the right order, this can lead to various profiles of your customers.

Step 4. Integrate the profiles in your campaigns
Email tools, as well as online advertising platforms like Facebook and Adwords, offer the possibility to target specifically. You can adjust your campaigns by segmenting customers by a.o. preferences, type of person, or engagement. You can make your newsletters more interesting by applying dynamic content. Both Facebook and Adwords work with custom audiences and dynamic banners, so you can be relevant on these channels too.
With the right tools, all the necessary analyses are done for you and you can automate most of your campaigns. This way you are always a step ahead and you can become even more relevant to your audience.

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