inside the customer mind maze: 5 tips for navigating through your customer’s mind

5 tips for navigating through your customer’s mind

Customers are better informed, more nimble, more selective and less loyal than before.

An average person receives 121 Emails every day*

121 Emails

* Source: DMR ** Source: Statistic Brain

A typical subscriber receives 491 SMSs per month**

491 Messages

An average person receives 121 Emails every day*

121 Emails

* Source: DMR ** Source: Statistic Brain

A typical subscriber receives 491 SMSs per month**

491 Messages

Beware of bombarding them

with unwanted information

and marketing messages.

The age of generic marketing messaging is ...

The age of generic marketing messaging is ...

Technology has turned customers into moving targets.They can easily block unwanted communications; making it difficult to connect

with them in the future.

Unsubscribe

With the help of these 5 tips, marketers can navigate through a customer’s mind, find out what they think, and offer them

what they really want!

INTEGRATETHE OFFLINE DATA WITH ANALYTICS

Customer data is everywhere. The key is to figure out what’s actually meaningful and

what’s meaningless.

My Wish List

Beware of blind spots or limited focus, e.g. integrate online with offl ine data - such as customers’ in-store activities and feedback - and you’ll benefit from richer actionable insights.

Make sure you have one singular 360-degree view of the customer, "single customer view", seen through

integrated online and offl ine data.

Fem

ale

165 cm tall

Lives close to a mall

Bilingual

Student of knitting class

Visits www.buy.com daily

Makes online purchase twice a monthUsually buys promotion items

Follows yearly colour trend

Updates blog often

Follows fashion tre

nd Instragram

Member of y

oga cl

ass

Very

activ

e in

socia

l med

iaSi

ngle W

ears contact lenses

Blac

k ha

irAllergic to pollen

Rarely uses cash

Owns a smartphone

Travels by car

Member of a sports club

Never wears makeup

Follows clothing trend on facebook

Going to a friend’s wedding in 1 monthWeights 50 kgLoves pink colour

Registered fo

r buy.c

om promotion

Read

s fas

hion

mag

azin

e

25 y

ears

old

eBay

mem

bers

hip

DON’T OVERLOOK CUSTOMERS’ BREADCRUMBS

Every time a customer engages with your brand online, they leave a trail of information behind.

www.buy.com

Sarah

SPORTS

$100

M

L

US 5 1/2

US 6

US 6 1/2

5 kg

8 kg

10 kg

Under $50

Second Hand

Buy

Using rich interactive content and “connecting the dots” with complex analytics helps you to read your

customer’s mind, and gives you a much clearer picture of what they like and don’t l ike.

$100

SecondHand

Developing such insights, knowing what your customers are thinking and doing, and predicting

customer behaviour faster and better than competitors, gives you a distinct advantage. Ideally, you’ll know what

the customer wants before they realise themselves.

Dear Sarah,

50% OFFVitamin

Exciting news about your 50% offer

IDENTIFY CUSTOMERS’ MOTIVATION

You need the ability to see things from the customer’s point of view and understand what

they are thinking, feeling and doing. These 3 elements play a key role in the customer’s decision making

and subsequently shape behaviour.

Ticket to USA

Buy

By understanding customer needs and expectations, you’ll ideally know what the customer wants

before they realise themselves.

Armed with these insights, marketing campaigns can be optimised to align with the customer’s motivations,

and delivering what best fits their needs and wants.

ticket.com <ticket@travel.com>To: Joe FreemanGet ready for your USA trip!

8 August 2016 9:16 AM

Car rent for you, Joe!

Get it

TAKE CUSTOMER FEEDBACK (OR LACK OF IT) INTO ACCOUNT AT ALL TIMES

Data collected through customer feedback and customer-service channels, etc. is “gold”, because it captures their authentic voice.

You learn more truths, and gain valuable insights into how customers use your products or services,

and more particularly - how they feel.

ABC Bank

New Message

ABC Bank

Incoming Call

Feedback is not only what is said, read or heard.

Silence is also a form of feedback and it should not be overlooked.

ABC Bank

Missed Call

ABC Bank

ABC Bank

Look and listen for the silent scream.

Learn if, when or where your customer is losing interest.

ABC Bank

Missed Call

EXPLORE THE ENTIRE CUSTOMER LIFECYCLE

It’s the journey that’s important and there’s no linear or universal path. Each customer behaves differently at different stages of the lifecycle. They also digest

information and perceive products differently.

Retention

Double your pointsin the next purchase

Growth

Every $500 purchase,get $10 voucher

Onboarding

Learn more about your benefits

Acquisition

Recommend a friend,get 30 points

Win back

20% off our new collection

McKinsey & Company research indicates that two-thirds of the decisions customers make are informed by the quality of their

experiences along their journey.

www.buy.com New Items!! Promotion!! Buy

The key to developing a relationship is anticipating and providing for the customer’s needs and expectations.

You should look at the full span of a customer’s lifecycle before planning strategies in order to maximise interaction

and enhance engagement for their onward journey.

CustomerLifecycle

Management

Growth

Onboarding

step 1

Retention

Win back

Acquisition

Customers are a company’s greatest asset, that’s why a customer-centric approach must be at the heart of

today’s marketing. If you listen to, and understand customers, identify customers’ needs, and offer them what they are

looking for, you effectively drive business growth and ROI.

And after all - isn’t that what you want...?

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FIND OUThow to tell what your customers want

without asking them;read the full article by

Digital Alchemy Team here