Today, more and more
companies aim to monetize the customer information they accumulate. They do this
by targeting ads and promos based on customer preferences and history, or by sharing
it with commercial partners. But before all that happens, the customer must
first give their data willingly. How in the world will that happen? For
starters, businesses must gain the trust of their customers first by ensuring
that the advantages of signing up for a service, filling a survey, or getting
subscription are clear for everyone. They must willingly give their data, and
they won’t do that unless they see what’s in it for them.
Over the years, having
detailed customer information has proved to be very powerful for many brands. Personalizing
your campaigns leads to effective rewards program. In addition, with this data,
you can make improvements for an overall improved customer experience.
Exchanging Value between
Your Brand and Customers
Part of the basics of modern marketing today is the way businesses and
customers communicate freely and quickly. There are three main points to
creating this exchange that includes:
- The exchange of money for products and services
- Customers sharing information in exchange for a reward, freebie, discount or exclusive access
- The commitment and delivery of an enhanced customer experience
Making Customers See the Benefit
When you are collecting data for
customer rewards, it is important that your target market see the clear benefit
in providing and sharing their data with you. Of course, there are always
others out there who aren’t comfortable with divulging their personal
information and that is okay. Make it known as well that there is an opt-out option
and providing their information isn’t a requirement. Here are some tips to your
customers see the benefit:
- Provide an incentive – this could be a free gift, discount, etc.
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