Business and society is increasingly dynamic. And the question is, who constitutes business and society, the people. People's behavior and expectations change depending on the circumstances. Specifically, if we consider the post pandemic world, there have been a lot of changes in the ways that businesses operate.
Therefore, it is important that we revisit our assumptions regarding customers. These are the two primary principles that will be useful in guiding data driven marketeers in reassessing their approach to customer data. This will enhance better communication, clarity, transparency and it will help in nurturing the prospective leads better.
1. Revisit the old assumptions
The post pandemic world will see a lot of change in the behavioural pattern of the customer. The strategies that had worked previously may not be successful now. Prior analyses into segments, attitudes, and positioning require change. It is important to revisit the strategies. This could be done with the help of specific tools or surveys.For example, Toyota diverted from a sales promotion campaign to a video series that emphasized the idea of home and family, the tagline “We Are Here For You.” This revamped campaign reflected the changing needs of the customer. This was a result of the survey the brand undertook during the pandemic crisis. Through the survey it was revealed people wanted to hear safe and hopeful messages from the brands.
2. Transparent communication
Clarity in communication is extremely important. It should be noted that there should not be any scope of mistrust. Personalized communication is a paramount for any given venture irrespective of the size or the niche. Extrapolating the needs of the customer through the customer data is what the primary goal is which should be duly focused upon. It is honestly a key factor in customer connections.Focusing on data pipelines is not merely enough. Here at Imprint, the customer care team always communicates to the customers why and how they are collecting the data, how are they going to use it and how will the customer be benefited. Not only that, communication remains extremely clear and open-ended so that we are able to understand the changing needs of the customer. This allows us to develop our product as per the changing needs. This helps us in creating happier and satisfied customers, not to miss, it helps us evolve and become better than what we were.
If we are to scrutinize the current scenario, we are yet to completely defeat the pandemic. However, there is a constant battle to return to normal. We all have been accustomed to what we call the “new normal”. This is a phase that is witnessing a worldwide transition and we can expect more of it coming. This transition remains pertinent to the aspect of customer data.
Customer data will serve as the predominant source of analysis of the customer behavior and on a larger scale it will be beneficial to obtain market insights. Therefore, it is important to keep updating your approach on the customer data to keep up with the dynamicity which will occur.