擒数网 （随信APP) | 失去了客户？专家揭示了5个可能伤害您在线业务的关键数据错误

Weak US jobs data for August fanned fresh worries about a recession in the world's number-one economy - Copyright GETTY IMAGES NORTH AMERICA/AFP JOE RAEDLE

Brands understand that, amid a competitive market, delivering an exceptional 'in the moment' customer experience can set them apart from their rivals.

However, surveys such as Adobe’s 2024 Digital Trends report show that only 26 percent of customers consider their digital experience with a brand to be "excellent", indicating a gap between customer expectations and the CX being delivered.

Companies possess a wealth of customer data, but how is this data being utilized? What common customer data mistakes are leading potential customers to seek services elsewhere?

The 2024 study, conducted by Adobe, sheds light on common customer data mistakes to avoid and offers insights on converting customer interactions into long-term loyalty.

Key data mistakes highlighted in the report are:

Not utilizing customer data for personalization

The Adobe study reveals that companies prioritizing personalization witness ten times more conversions compared to those with basic personalization. Additionally, 73 percent of consumers prefer brands that personalize marketing materials like emails.

By using data to personalize approaches for all customers, companies can drive loyalty through one-to-one experiences, identifying upsell opportunities with personalized offers.

Adobe's Real-Time Customer Data Platform (RTCDP) plays a crucial role in unifying customer data across touchpoints, enabling targeted messaging and personalized experiences that enhance conversions and customer loyalty.

Failing to leverage artificial intelligence for improved personalization

Artificial intelligence aids in analyzing extensive data, such as purchase history, browsing patterns, and social media engagement, to offer refined customer targeting. The study shows that companies can generate 40 percent more revenue through personalization compared to slower-growing organizations.

Failing to provide customers with diverse online support options

Nearly half of global consumers have engaged with brands through online support options like messaging platforms, apps, and websites over the past year. A significant percentage of customers are willing to pay more for exceptional customer experiences and are likely to recommend brands following positive interactions.

Customers expect quick resolution of service issues on convenient channels, with seamless transitions between platforms while ensuring continuity of service details.

Not establishing an aligned omnichannel strategy

Omnichannel marketing strategies integrate channels like email, online, and social media, offering a seamless experience across platforms. Businesses focusing on omnichannel marketing report increased revenue and profitability. Despite this, a notable percentage of brand professionals fail to implement a strategy reaching customers across all channels.

Errors in onsite copy

Spell-checking all onsite copy is crucial to maintaining a professional, trustworthy image. Spelling mistakes in product descriptions and ordering pages can make a website appear unprofessional and amateurish.