To Do This Week
1. Gather Customer Data
Impact: Your customer data is one of the most valuable assets to your business. Having customer data can help inform your marketing strategies, product offerings, and price points and help to inform customer satisfaction just to name a few things.
How: Here are some ways to collect customer data; customer surveys (you can create these on Google Forms), offer an incentive for information & use purchase history data.
2. Secure Your Customer Data
Impact: Securing your customer data does two things straight away. First, it ensures you are following best practices and acting with responsibility with other people‘s information which helps ensure you are on the correct side of the law and meeting the standards set out and monitored by the ICO. Second, you are protecting a vital set of data that your organisation needs to help inform its long–term strategy and marketing efforts which will have massive impacts on your company’s success and its overall sales.
How: You can secure your customer data by; heading over to the Health Check & Tool Kit for this week – Data & Information Security.
They will help you understand how to; implement strong access controls to your data (eg, implement MFA, make sure you have strong passwords on devices and software), encrypt all your customer data & regularly backing up your data.
3. Perform A Customer Segmentation
Impact: Segmentation will support your marketing strategies as it places your customers into specific groups based on the demographic categories you selected. This allows you to target set groups with certain offers or messages that will more closely align with what they require or want and have a better result due to this.
How: You do this by gathering the data you have for your customers already and with a focus on your company’s current goals select some set demographics to group customers together under. For example, you might implement a loyalty programme and segment out customers who sign up for the programme. This will incentivise repeat business and reward your most loyal customers! You can do this by offering; discounts, free products, early access to new services etc. This will increase sales and build stronger relationships between your brand and your customers.