A good digital strategy is essential for any business to thrive. This begins with customer insight developed from thorough customer analysis.
Good customer insight will not just tell you the statistics in terms of demographics and data; it will also give a fuller picture of the wants, values and behaviours of that customer. This relies on quantitative data and the qualitative information that can be gained from the customers’ own reporting of what they like and do in relation to an organisation or product. Quantitative data can be gathered from tools such as Google Analytics and straightforward surveys, whereas qualitative information can be gained from observations of behaviour and more open-ended questioning.
Using the information
The insights gained are put through a process known as segmenting, which categorises customers according to behaviours, demographics and attitudes. This information can then be used to predict future behaviours and offer insight as to which groups respond well to which channels and promotions.
This information is very valuable as it saves both time and money by knowing your customer and targeting them in the most effective way possible using a solid evidence base. Any digital strategy must start with a plan based on good customer insight to ensure the most effective campaign and offer true engagement with customers who experience positive identification with the brand.
If you offer memberships, #Membership management systems like those offered by UK-based http://www.ofec.co.uk/membership-management-system-portfolio.aspx specialise in identifying how and who you should be engaging with and the best way of doing this. This can be done through emails, blogs, forums and microsites, to name just a few. This will allow you to make the most of your time and budget by ensuring your message is getting to the right people in the right way.
Know How Non Profit point to their value to charities who use such systems to target their communications to develop support and offer membership benefits. Another example is The National Association of School Business Management, who offer members leadership and support in education.
Targeting the right customers or members in the right way with the right information is crucial to engaging with the target audience and developing your organisation. Customer insight allows you to do that effectively and economically.