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Commerce & engagement

The power of customer data – your organization’s most crucial asset


You often hear the saying "Everything was so much easier in the past." In the good old days in the analog world, when companies operated locally, customer needs and expectations were easier to understand. In this post, we’re going to look at how to bring some of that old-time retail feel to modern websites. We’ll discuss:


  • How customer data plays a crucial role in building a good customer experience
  • The fact that customers expect companies to provide personalized experiences
  • Why business development is a continuous dialogue with customers
  • How to maximize the customer's lifetime value
  • How customer data is a strategic asset that guides your business

What life used to be like in retail

In the past, meeting every day with the local shopkeeper was familiar. You felt you were getting good and personal service. The shopkeeper knew you, your family, your hobbies, and your purchase history. 

A skilled shopkeeper always had situational awareness and the ability to react to your life changes and needs and suggest suitable products. They knew your residence and, if necessary, the products could be easily delivered to your home. All this information was in the shopkeeper's mind, they were able to use it in everyday life, and the customer felt that the service was personal. As we see in the example, the local shopkeeper understood the importance of customer data and knew how to use it.

Today, in the digital era, when information is unlimited, we compete globally in a multi-channel world; information has become a prerequisite for companies' success. Since much data is available today, managing it has become challenging for many companies. However, using it also creates many new business opportunities. At the same time, increased privacy concerns drive responsible companies to invest in data management and first-party data rather than relying on third-party data. Because of this, owning, developing, and effectively using customer data is more valuable to companies than ever.

Customer data plays a crucial role in building a good customer experience

With global competition, customers have the power to choose the brands that provide them with the best overall experience. Top businesses understand that their customer experience must be better than their competitors to be competitive. Customers use multiple digital channels, leaving behind cookies and other footprints. 

By collecting data, combining, analyzing, and activating it, companies can serve customers as well as possible by offering them personal experiences. This means you’ll know when to sell additional services or react to their service needs. 

To succeed, companies must fully use the opportunities brought by data and ensure a top-class customer experience. The local market is no longer a competitive advantage! International players have set the bar high for leading customer experience.

Customers expect companies to provide personalized experiences

By harnessing customer data effectively, companies can personalize the customer experience across physical and digital channels that meet the customer's wishes. 

Whether it's recommending relevant products, sending personalized emails, or offering tailored promotions, personalization enhances customer engagement and loyalty.  Most importantly, customers receive products, offers, and messages that are unique to them as individuals. 

Companies that understand customers' unique preferences and behaviors gain a competitive advantage by creating meaningful interactions that lead to conversions and long-term relationships. Therefore, investing in personalization has a solid business case.

Business development is a continuous dialogue with customers

Customer insight is invaluable for refining and enhancing products and services. By collecting and analyzing customer data, businesses can gain valuable insights into product and service usage, satisfaction levels, pain points, and areas for improvement. 

This data-driven approach enables continuous innovation, ensuring companies stay ahead of evolving market trends and customer expectations.

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Maximizing the customer's lifetime value

One crucial aspect of customer data utilization is maximizing the customer's lifetime value (CLV). Companies' marketing and sales efforts are often focused on acquiring new customers. At the same time, we think that half of the money spent on advertising is wasted, but we don’t know which half. Instead, we should consider how we can serve our existing customers better and help them buy more and more often.

CLV represents the total revenue a customer is expected to generate over their entire relationship with a business. Companies can identify high-value customers by analyzing customer data, understanding their purchasing behavior or reason for customer churn, and tailoring strategies to maximize their lifetime value.

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Customer data is a strategic asset that guides your business

Ultimately, the strategic use of customer data translates into tangible business outcomes. By harnessing customer data, businesses can identify growth opportunities, improve the customer experience, optimize processes, and make more informed decisions that drive revenue and profitability. Whether it's expanding into new markets, launching innovative products, or developing customer strategies, data-driven insights fuel business growth and sustainable success.

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In conclusion, customer data is not just another business asset; it's the foundation upon which modern enterprises thrive. So, embrace the potential of customer data and maximize your customers' lifetime value. That’s the key to success!

Contact us to discuss how we can help you take advantage of data to better serve your customers.