{"id":2653,"date":"2023-09-29T11:10:07","date_gmt":"2023-09-29T11:10:07","guid":{"rendered":"https:\/\/solutionsreview.com\/crm\/?p=2653"},"modified":"2023-09-29T19:35:12","modified_gmt":"2023-09-29T19:35:12","slug":"customers-are-talking-behind-your-back-and-thats-a-good-thing","status":"publish","type":"post","link":"https:\/\/solutionsreview.com\/crm\/2023\/09\/29\/customers-are-talking-behind-your-back-and-thats-a-good-thing\/","title":{"rendered":"Customers Are Talking Behind Your Back (And That\u2019s a Good Thing)"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium_large wp-image-2654\" src=\"https:\/\/solutionsreview.com\/crm\/files\/2023\/09\/Customers-Are-Talking-Behind-Your-Back-And-Thats-a-Good-Thing-768x384.jpg\" alt=\"Customers Are Talking Behind Your Back (And That\u2019s a Good Thing)\" width=\"768\" height=\"384\" srcset=\"https:\/\/solutionsreview.com\/crm\/files\/2023\/09\/Customers-Are-Talking-Behind-Your-Back-And-Thats-a-Good-Thing-768x384.jpg 768w, https:\/\/solutionsreview.com\/crm\/files\/2023\/09\/Customers-Are-Talking-Behind-Your-Back-And-Thats-a-Good-Thing-300x150.jpg 300w, https:\/\/solutionsreview.com\/crm\/files\/2023\/09\/Customers-Are-Talking-Behind-Your-Back-And-Thats-a-Good-Thing.jpg 800w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/p>\n<p style=\"text-align: justify;\"><em><strong><span class=\"TextRun SCXW127399774 BCX0\" lang=\"EN\" xml:lang=\"EN\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW127399774 BCX0\">As part of Solutions Review&#8217;s <a href=\"https:\/\/solutionsreview.com\/solutions-review-contributor-guidelines\/\" target=\"_blank\" rel=\"noopener\">Contributed Content Series<\/a>\u2014a collection of articles written by industry thought leaders in maturing software categories\u2014<\/span><\/span>Ben Lempert, the Director of Web and Content at <a href=\"https:\/\/www.heap.io\/\" target=\"_blank\" rel=\"noopener nofollow\" class=\"external\">Heap<\/a>, explains why customers talking &#8220;behind your back&#8221; can be a good thing for your company.<\/strong><\/em><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">In the fast-paced and ever-evolving digital landscape, customers have higher expectations than ever when it comes to their online experiences. The latest <\/span><a href=\"https:\/\/www.intercom.com\/blog\/meeting-customer-support-expectations\/?utm_medium=internal&amp;utm_source=ii-blog&amp;utm_campaign=20230201_ALL_WC_ALL_Global_GL_ALL_Support_ALL_CST23_GlobalTrendsReport2023&amp;utm_content=post\" target=\"_blank\" rel=\"noopener nofollow\" class=\"external\"><span style=\"font-weight: 400;\">Intercom Customer Service Trends Report for 2023<\/span><\/a><span style=\"font-weight: 400;\"> shows that customers want convenience, efficiency, and relevant information.\u00a0\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The good news is companies no longer have to guess what it will take to improve the customer journey. Your website and mobile app will tell you that. How? Through data. Now, it&#8217;s easy for customers to gather informative user behavioral data of the entire customer journey, including what pages your customers are visiting, what products they are interested in, how they are interacting with your website or app, and if there are friction points that prevent them from completing a download, conversion, or sale.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">These days, data can tell you what your customers are thinking and feeling. The question is: Are you listening?<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Luckily, that&#8217;s not so difficult, either. By implementing the following strategies, companies can &#8220;see&#8221; and &#8220;hear&#8221; what their customers are saying:\u00a0<\/span><\/p>\n<h3><strong>1) Collect a complete and comprehensive dataset<\/strong><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">No matter how sophisticated your analysis is, you can&#8217;t do anything with data you don&#8217;t have. <\/span><span style=\"font-weight: 400;\">Ideally, you can collect data from all customer touchpoints, including your website, mobile web, mobile app, social media, and customer support channels. The more comprehensive raw data you collect, the better understanding you will have of your customers&#8217; needs.\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Here is the process for collecting that complete dataset:\u00a0<\/span><\/p>\n<ul>\n<li style=\"text-align: justify;\"><strong>Establish a unified source of truth: <\/strong><span style=\"text-align: justify;\">Centralize your data into a single source of truth. This means creating a centralized database or data warehouse where all the collected data is stored and managed.<\/span><\/li>\n<li style=\"text-align: justify;\"><strong>Connect all customer data sources to the source of truth: <\/strong>Ensure that all the customer data sources are integrated with the unified source of truth. This will enable a complete view of each customer&#8217;s interactions across different touchpoints and platforms.<\/li>\n<li style=\"text-align: justify;\"><strong>Use a tool that supports retroactive tracking: <\/strong>Retroactive tracking refers to the ability to capture historical data even before setting up the data collection process. You want a tool to retroactively collect and integrate past user interactions to create a comprehensive historical data record.<\/li>\n<li style=\"text-align: justify;\"><strong>Account for data\/schema changes: <\/strong>Data formats or schemas may change over time due to system updates or business requirements. Account for these changes and ensure the data integration process can manage updates.<\/li>\n<li style=\"text-align: justify;\"><strong>Give prospects unique identifiers that can be used across systems: <\/strong>Assigning prospects unique identifiers will help accurately track customer journeys and interactions.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\"><strong>2) Create an information taxonomy<\/strong><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">This is where you set up a data layer foundation that describes your users&#8217; interactions with your product or company in the language of your business. This will help you organize your data to find the information you need. Taxonomy should be based on your business goals and your customer&#8217;s needs so that it can evolve with your business.\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">When building your taxonomy, consider these points:\u00a0<\/span><\/p>\n<ol>\n<li style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Establish naming conventions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Document data structures with examples\u00a0<\/span><\/li>\n<li style=\"font-weight: 400; text-align: justify;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Declare event specifications and data as a business taxonomy. This means defining<\/span><span style=\"font-weight: 400;\"> the key events or customer actions you want to track and mapping them to the data layer&#8217;s taxonomy. This will help in structuring data capture in alignment with business objectives.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Determine a process for making changes to this established taxonomy. <\/span><span style=\"font-weight: 400;\">As your business evolves, the data taxonomy may require updates, so you must select a strategy to manage these changes, ensuring data consistency and accuracy.<\/span><\/li>\n<\/ol>\n<h3><strong>3) Determine your ID resolution strategy\u00a0<\/strong><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Because data is about the customer, the next step is to define what a user is and how their identity can be carried across their lifecycle. This will help you link together data from various sources to get a complete picture of each customer&#8217;s journey. <\/span><span style=\"font-weight: 400;\">Typically, most companies have four primary life cycles within an experience\u2014a user is unknown, the user gets acquired, the user is engaged with and converts, and the user is nurtured and supported to keep them around.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">When determining your ID resolution strategy, make sure to:\u00a0<\/span><\/p>\n<ol style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Convey the definition of your user\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Outline specifications of the user lifecycle\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Form an identity resolution strategy\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Determine gaps in resolution projects to fill<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Identify the creative assets, tracking mechanisms, and technological tools required to implement your customer data collection and analysis process effectively.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Keep resources and budgetary constraints in mind<\/span><\/li>\n<\/ol>\n<h3><strong>4) Formulate hypotheses, analyze, and repeat<\/strong><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Once you have a complete dataset organized around a taxonomy that is meaningful to the business and has determined how to resolve identities across all user interactions, you can formulate hypotheses about your customers&#8217; behavior. After forming hypotheses, you can use data analysis to ask questions, perform tests, and experiment with these hypotheses to identify areas where your customer experience can be improved. This is the fun part for most data product managers. <\/span><span style=\"font-weight: 400;\">Important: Not having a complete dataset will restrict the analysis you can do!<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">When conducting and testing hypotheses, consider the following:\u00a0<\/span><\/p>\n<ol style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Explore the dataset, ask questions, and develop insights\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Chart new experiments to try. For example, <\/span><span style=\"font-weight: 400;\">based on the insights gained from the data analysis, create a roadmap of experiments and improvements you plan to implement to enhance the customer experience.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Construct A\/B testing. This means <\/span><span style=\"font-weight: 400;\">testing things on your website, such as call-to-action buttons, content layout, landing pages, and more, to determine which variation performs better.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Track A\/B testing results down to revenue\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Create a log of experiments to track learnings and grow from the findings<\/span><\/li>\n<\/ol>\n<h3><strong>5) Monitor progress<\/strong><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">The last step is to rinse and repeat. Once you have improved your customer experience, it is essential to monitor your progress and ensure that the changes are having a positive impact. When monitoring and measuring for success, you should constantly be thinking \u2014 have we changed the customer experience? The mandate and goal are to change the customer experience for the better. When monitoring for progress, it is essential to:\u00a0<\/span><\/p>\n<ol style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Integrate data syndication and orchestration.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Utilize reporting tools and platforms to view data insights\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Establish a schedule for regular data measurement and analysis to maintain a proactive approach to customer experience improvement. Continue asking if the needle is being moved for the business.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">If able, gather qualitative data and assess it.\u00a0<\/span><\/li>\n<\/ol>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">In the era of heightened customer expectations, harnessing the power of user data has become indispensable for businesses aiming to thrive in the digital landscape. By implementing these five key strategies, companies can embark on a journey toward data nirvana.<\/span><\/p>\n<hr \/>\n<p style=\"text-align: justify;\"><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\"><div class=\"widget\"><div class=\"aside-card\">\t\t\t<div class=\"textwidget\"><p><a class=\"speedbump-3\" href=\"https:\/\/solutionsreview.com\/crm\/crm-buyers-guide\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-1682\" title=\"CRM Buyer's Guide\" src=\"https:\/\/solutionsreview.com\/crm\/files\/2019\/06\/crm-speedbump.jpg\" alt=\"Download Link to CRM Buyer's Guide\" width=\"800\" height=\"225\" \/><\/a><\/p>\n<\/div>\n\t\t<\/div><\/div><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As part of Solutions Review&#8217;s Contributed Content Series\u2014a collection of articles written by industry thought leaders in maturing software categories\u2014Ben Lempert, the Director of Web and Content at Heap, explains why customers talking &#8220;behind your back&#8221; can be a good thing for your company. In the fast-paced and ever-evolving digital landscape, customers have higher expectations [&hellip;]<\/p>\n","protected":false},"author":924,"featured_media":2654,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"footnotes":"","_jetpack_memberships_contains_paid_content":false,"jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[6],"tags":[2155,2076,1897,552,1633],"jetpack_publicize_connections":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ 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