In this article, we offer some tips to better understand your customers through digital channels, and we will address the other tasks in subsequent articles.
Digital tools (a website, an application, a newsletter, etc.) allow you to track the many actions your customers take while using them. However, it's important to distinguish between actions that you can track in a general way and those that you can associate with a user, whether anonymous or identified.
Overall information comes from tracking software that you have linked to your digital tools. These must be configured correctly if you want relevant data. You will then have behavioral and social indicators on your users: how much time they spend on your tools, where they come from (site or geolocation), which pages are most viewed, or the actions they perform most often, 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 » placed by tools on your customers' devices. The latest European directives strictly regulate their use. These cookies can be used to understand what visitors do on your tools and adapt your offer to their browsing.
This knowledge is personalized, anonymous, and immediate and serves to improve your tools in real-time. It can be analyzed a posteriori like global information in tracking software.
You can collect information on identified customers. For example, they may have created an account on your site, have a loyalty card in your network of stores, or connect with their profile from a social network. It is important to quickly set up a unique customer repository and aggregate the information in your CRM tool. This will allow you to better segment and understand your customers and have a global view of your multi-channel potential.
Of course, this data can be combined, and overall navigation data can be linked to an identified contact and integrated into your CRM or a 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.
