In this article, we propose a few ways of getting to know your customers better thanks to digital technology, and we'll cover the other missions in later articles.
Digital tools (a website, an application, a newsletter...) enable you to track the many actions your customers take when using them. However, you need to distinguish between actions that you can track globally and those that you can associate with an anonymous or identified user.
Global information comes from the tracking software you've linked to your digital tools. They need to be set up properly if you want relevant data. This will give you behavioral and social indicators on your users: how long they spend on your tools, where they come from (site or geolocation), which pages they view the most or which actions they carry out the most, etc.
This information can be used to improve your tools, but also to help you guide certain strategic or operational decisions.
Anonymous information is linked to the use of "cookies" deposited by the tools on your customers' devices. The latest European directives strictly regulate their use. These cookies can be used to find out what visitors are doing on your tools and adapt your offer to their browsing habits.
This knowledge is personalized, anonymous and immediate, and is used to improve your tools in real time. It can be analyzed retrospectively in the same way as global information in tracking software.
You can collect information on identified customers. They may, for example, have created an account on your site, or have a loyalty card in your network of stores, or even log in with their profile from a social network. In such cases, it's important to be able to quickly set up a unique customer repository and aggregate the information in your CRM tool. This will enable you to better segment and know your customers, and give you an overall view of your multi-channel potential.
Of course, this data can be aggregated, and global browsing data can be attached to an identified contact and integrated into your CRM or Business Intelligence solution if it makes sense for your business.
Si vous souhaitez structurer votre collecte d’information et améliorer votre connaissance client, les experts Kestio peuvent vous aider, donc n’hésitez plus pour nous contacter.
