What are today’s customers like? For one thing, they take far more control of their buying experience, and they do it largely through mobile devices. The “always connected” customer typically has three connected devices. He or she reads reviews, checks on product specifications, and may watch videos of products in action.
The always connected customer is the norm today, making up more than half of the population, and you need to be ready for them. If this customer can’t find what he needs from your website within a few seconds, he’s probably going to go to your competitor instead. If you don’t know how to relate to the always connected customer, you’re leaving sales on the table.
What The Always Connected Customer Does
To control their buying experience, the always connected customer does a variety of things:
- Consults peer-to-peer reviews
- Researches and buys online
- Avoids traditional information sources
- Cares deeply about the customer experience as well as product price and benefits
What the Always Connected Customer Wants
Always connected customers have high expectations. They expect that a company they’ve established contact with will recognize them across platforms, and that the company will personalize content and messaging to their interests. The always connected B2B customer wants a seamless cross-channel experience, to interact through the platform or channel that suits their immediate needs. He or she also expects helpful information at every step of the buying journey, and wants to be able to provide feedback before and after a transaction.
Making Customer Experience Great Across Platforms
Making the customer experience outstanding across all channels and platforms is one of the promises of big data marketing technology. Knowing what interactions have already taken place, and what channels they took place in is just the start. Big data marketing can take this and much more data to meet the expectations of the always connected customer and carry on what is ultimately a continuous interaction rather than a series of separate, discrete interactions. Every conversation can pick up from wherever the last interaction left off when the company gathers the appropriate data from their always connected customers.
Anticipating Needs: Key to Serving the Always Connected Customer
One of the most promising aspects of big data marketing is predictive analytics, where companies can better understand customers and begin to anticipate what customers want. This makes marketing efforts much more focused, and produces a higher return on marketing investment. Big data marketing used in predictive analytics can produce actionable insights that help companies decide what the best next action to take will be, so the customer is stepped through a sequence of actions tailored to his or her needs.
Data Empowers You to Do All This
You can’t take good care of your always connected customers without having extensive data about them. And that data must be of the highest quality to deliver the best return on investment. When your marketing data is incomplete, inaccurate, or redundant, it’s like putting contaminated fuel into your vehicle: it might run, but it won’t run well. Marketing data – particularly for big data marketing initiatives like predictive analysis – has to be cleansed and verified before use, and cleansing has to take place regularly, because just like the milk in your refrigerator, data goes bad with time.
The always connected customer is a fact of life today, and meeting this customer’s needs requires that you have access to relevant, current, high quality data that’s as accurate and complete as possible. ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.
To learn more about how ReachForce can help you optimize demand generation and your impact on revenue, check out our real-time web form enrichment demo, or request a free marketing data diagnostic. Get the power to let data drive marketing and higher performance.