Top 3 tips for better customer engagement

Companies need to understand the sources of data and their relative value, in order to give the proper weight to any "counterintuitive data" they may receive, says one expert. This means that brands have to invest in the training needed to make sure the entire team understands data collection points and knows how to appropriately rank data sources.

by Kristina Knight

First, get permission from customers to use their data.

"Of the three types of data available (observed, inferred, and freely given small data) the latter is by far the most valuable. So, brands that want to engage with customers more effectively should maximize the use of small data to strengthen the relationship," said Tara Kelly, President and CEO, SPLICE Software.

Second, don't indulge in "data selfies".

"Sometimes it's tempting to use data just because we can - and we want to show off our capabilities. But customers won't be impressed unless the brand uses that data to deliver something valuable to the customer. Taking care of customers always has to be the top priority," said Kelly.

Third, take every opportunity to learn about customers.

"With every transaction and interaction, customers are teaching us something about themselves - where they are in the buying cycle, what offers would be most relevant to them, etc. Companies should be receptive to what customers are saying, and create opportunities to learn even more, using activities like A/B testing to accurately define preferences," said Kelly.

Tags: advertising, customer data, data, data analysis, data trends, ecommerce, SPLICE Software