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Stop Neglecting Analytics in Your Customer Engagement Strategy

April 29, 2016
Aaron Polmeer

By Today’s Industry Insider


Customers desire experiences, not transactions.

In a world full of distractions, engaging customers beyond the typical purchasing routine is vital for SaaS success.

And B2B consumers crave unparalleled engagement. They want personalized advice, solution-oriented features, and revenue-generating products.

An IBM annual survey noted that “as many as 65% believe customer engagement will be the primary driver of growth going forward.”

Analytics is one of the few ways to gain insights to meet your customers’ needs. It helps bridge the gap between providing a service to solving real challenges.

Enhance the experience between your brand and consumers. Build data into your customer engagement strategy.

It Starts With Value

Studies show that “86% of buyers will pay more for a better customer experience, but only 1% of customers feel that vendors consistently meet their expectations.” That’s a major disconnect for SaaS companies striving to improve customer engagement.

B2B customers aren’t concerned about aesthetic features. And they aren’t amped to hear how your team worked around the clock to fix a bug.

Your consumers want a service dedicated to solving their problems in an efficient manner.

Natalie Chan, an expert handling customer retention at Outbrain Amplify, writes:

“Businesses that focus on customers engagement are focused on value creation, not revenue extraction. These are businesses that know how to engage their customers by providing them with real value whether it be through an exceptional end-to-end customer experience, great content or strong customer support that are about delivering more than the traditional sell.”

Offering value means addressing your customers’ desires. And it’s all about how they perceive what’s important.

For example, if a prospect is concerned about increasing open rates in email campaigns, it’s not in their best interest to discuss layout designs.

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Value requires laser-focus. And that’s where analytics steps in.

Monitor usage data to assess the customer experience. Track acquisition channels to observe where customers are coming from and if they’re converting.

Interview customers and ask them why they chose your product. Figure out how they expect to use your product and what business goals they want to achieve.

Create and deliver unprecedented value. Connect with the customer.

Know Your Buyer

In order for customer engagement to work effectively, your team must know your buyer. And that goes beyond the usual demographics, like annual revenue, company size, and location.

More importantly, for B2B companies, your team must not only focus on the business itself, but also on the employee of the business. Learning about the decision maker is crucial to your sales.

Leveraging big data to better understand and act upon customer behavior, forces you to think differently not only about what data to keep (all of it!) and how long to keep it, but also which data you should begin capturing,” states Duane Edwards, Co-founder and Senior Vice President of Globys.

Analyze your primary behavioral data to create in-depth customer personas. Understand the decision maker’s goals and challenges. Also, know how you can provide short-term and long-term …read more

Source:: Kiss Metrics Blog