Customer-given data is as it sounds. It’s information your clients willingly exchange with you. In some situations, consumers are handing over data to gain something. For instance, they provide their email address to get a new customer discount. But in other scenarios, there’s not always a monetary incentive. Customers could provide feedback freely during a call with an online sales rep or when they attend a company event.
Regardless of how clients supply your brand with information, it’s valuable. You can use it to increase the effectiveness of your ads, tweak product features, and improve customer experiences. Figuring out how to collect and harness customer-given data isn’t always a walk in the park. Yet, there are innovative techniques at your disposal. Here are four of them.
1. Interactive Content
Your website content doesn’t have to be static. Besides a crisp design and engaging copy, there are other ways to captivate an audience. One of those methods is integrating interactive pages into your online materials. Whether it’s a blog, landing page, or downloadable content, interactive features allow you to gather customer feedback.
Also known as zero party data, the info you ask for can serve immediate and long-range brand goals. An example is a poll in the middle or the end of a blog post. Say the blog is about the availability of high-speed internet in rural areas. You could ask what readers think about the quality of their service and choices. Additionally, you could solicit answers to what your audience thinks would help solve the digital divide.
The data will reveal people’s perceptions about the gap between rural and urban communities. It may also point toward what forms of high-speed internet and services they desire. If your company operates in the telecom space, you can use the information to make changes for the better. Simultaneously, you’re initiating a conversation with your target market, demonstrating a willingness to engage and meet them where they are.
2. A/B Testing
Did you know that 77% of organizations use A/B testing? An A/B test is when two different versions of a message are shown to smaller segments of a larger audience. Say you have a promo email but want to test subject lines for open rates. You send one version to half your prospect database and the second version to the other half. The subject line with the highest open rate shows what trigger words resonate with your audience more.
A/B testing is often done to improve website conversion rates. And 71% of organizations conduct tests 2-3 times a month. You’re not flat-out asking customers to tell you which version they like better. It’s not a taste test from the 90s.
Instead, you’re gathering the data behind the scenes. With landing pages, you might measure which version has the lowest bounce rate. You want to improve your overall rate by pinpointing what layouts, images, and words keep people interested. You could be aiming to improve conversions from blogs. The differences could be as simple as a variation in the call to action, whether it’s the words or placement.
3. Virtual Games
Some companies play the virtual game well. These organizations use loyalty programs and giveaways to gather audience data while making the process fun. Think of a sweepstakes where every product purchase earns you an entry. You go online to use your entry to see if you’re an instant winner. If not, you can collect game pieces that bring you a step closer to a prize.
However, a purchase isn’t required for an entry. People can exchange their information through an online form to get an entry for the day. On this form, you can ask for an email address, communication preferences, and product likes or dislikes. You’re gathering info from individuals who may or may not be a loyalty program member.
This data will reveal how much and how often loyalty program members are willing to spend to participate. The prizes available via the virtual game may also re-engage customers who are normally less frequent purchasers. Through loyalty program data, you’ll get a better picture of their product and shopping preferences. It sets the stage for improved and accurate personalization.
4. Chatbot Conversations
Most customers will talk to a bot instead of waiting for a live rep. Survey research found that 62% of clients will turn to chatbots for help rather than wait on hold. These AI-driven conversations are opportunities to collect customer data.
For instance, you could track product return rates and reasons. You could also glean insights about client satisfaction levels with shipping methods. Additional data-gathering ideas include brand perception, whether a website is user-friendly, and which incentives move the needle.
Certain types of chatbot templates tend to have the winning formula for conversions over others. Upselling and discount templates are among those. Even these can become a way to learn what makes your audience tick. A/B testing various scripts will point you toward those with higher conversion potential.
Customer-Given Data
What makes data customer-given is your company is gathering it from current and potential clients. It’s not aggregate research you’ve picked up from an outside source, such as a market research company or industry report. You can gather it out in the open via interactive content or behind-the-scenes using techniques like A/B testing.
Customer-given data deepens your understanding so you know when it makes sense to modify and augment your strategies. Whatever methods you choose, tailor them to collect insights that answer the right questions. Starting there will ensure you’re not collecting information you can’t use.