Grant Thornton Indonesia's Update

Big Data Analytics Makes Your Customer “Stay”

After a few times searching for a nice hotel around Kuta Beach, still couldn’t find what I looked for. I decided to do another search next time. Somehow, I found an email in my inbox, make a statement that there were some hotels which match with my qualifications. And, yes, I finally found what I wanted.

Does it sounds familiar to you? At least something similar. You watched some videos on YouTube, and then somehow you found “you might like this” right in front of your eyes. Have you ever wondered how come that could be?

There is an increased need for personalized buying experience. Customers today can sense generic marketing blasts and have the tendency to ignore them completely. In order to achieve success with marketing communication, marketers need to personalize their messages to the greatest extent possible.

Thanks to big data analytics to make it happens. Today, more and more companies are realizing that true competitive advantage lies in creating an engaging customer experience, something that is personal, fast, easy, and useful.

Customer Personalisation, How?

Using analytics, companies try to provide personalized customer experiences. Converting data from customer engagements across channels help companies deliver a delightful experience, instead of an inferior one. Companies are also using various tools to analyze sentiments expressed across social media for improving customer experience.

Customers demand quicker response time and are far more informed about products they need. With easy access to the internet and online stores worldwide, every person is a customer and every internet user is a critique. So, customer or user experience becomes very important to maintain.

Why does customer experience matter? In the digital era, companies who fail to embrace CX as a strategic path to growth won’t just be lagging, they’ll get left behind. But how to make everything goes right?

It needs the ability and will to use both active and passive data to better gauge the customers. Those data can be used to create the optimal CX and improve the journey mapping. Companies must collect, analyze, understand, and most importantly use the customer data to learn how to make CX better.

The demand for more information with limited efforts is always demanded by humans. In this age of information overload, customers want direct solutions to their problems. Unfortunately, they have to go through to huge pile of content to find a solution to their problems.

With so much unnecessary data customers require more need of humanitarian assistance for solving their problems. Big data, machine learning, and artificial intelligence have given rise to a new customer experience enhancer.

Big data helps to improve customer experience by examining customer data and predicting their needs and desires. Big data and artificial intelligence have brought many new personalization techniques like geofencing and loyalty programs to the table.

With geofencing, it is now possible to provide location-based marketing messages. Loyalty programs aim to reward customer loyalty and in-turn intensifies customer advocacy. Both these programs aim to improve customer experience with the brand.

By using advanced analytics, companies can make better use of their customer and user experiences, leading to higher satisfaction and loyalty in the long term. With the boom of big data, analytics has become a norm, regardless of the industry. Be it healthcare, retail, automobile, or e-commerce, big data analytics is prevalent across sectors. Try it, and your customer will always get back to you again, again, and again!