How Google Analytics Can Benefit Your Customer Experience Platform
How Google analytics and customer data can be used to drive growth to your online business by putting customer experience to work for you.
For decades, marketers have found themselves struggling to make a significant impact on their business’ sales revenue. Not only were they struggling, but they also had no metrics or data to help them demonstrate the impact they had on the market. Well, this was the case until November 2005 when Google Analytics, the first web analytics site, was launched. The arrival of this digital platform among other marketing technologies saw marketers and businesses drive growth using data analysis and applying the appropriate marketing metrics.
Today, companies cannot optimize their customer experience without the help of analytics tools. Google Analytics is a tool used in each step of a customer’s journey: from benchmarking customer support to gauging and assessing your customer’s voice and preferences for actionable, product decision-making. The following are six proven tips on how Google Analytics can help benefit your customer experience.
Tactical Key Performance Indicators technically focus on behaviors such as clicks, opens, downloads, submissions, and visits. Ideally, they are used for analyzing the performance of certain specific channels since their measurements are usually performed through customers’ purchasing behavior.
With Tactical KPIs, brands are able to identify which are the best performing channels, allowing companies to optimize their marketing strategies and programs accordingly. What’s more, having a better understanding of which channels are performing well in every stage of the buying process ensures a better interaction with your customers and helps to simplify your customer’s journey as well as enrich their experience.
Strategic Key Performance Indicators (KPIs) are usually generated from the results obtained in tactical reporting. Here, the main focus is on the results that are driven by consumer behavior, and used to help determine the performance of the market as opposed to just measuring specific behaviors in the market.
Strategic KPIs also provide useful insights into how many new opportunities have been created in the market as a result of the performance recorded in a given period of time. In addition, they increase the funnel conversion rate and quantify ROI. Quantifying ROI allows brands to get a clearer picture of where marketing is having an upsell or cross-sells impact.
All these help marketing departments within companies to identify the most beneficial activities as far as ROI is concerned, allowing companies to reduce resources spent on less beneficial ROI activities.
3. Building More Targeted Customer Profiles
Building more targeted customer profiles ensure better suited and more personalized customer experiences. Nonetheless, this is often a company’s internal challenge and it highly depends on inter-departmental collaboration.
For example, before your target audience starts an association with your brand – through marketing campaigns and online sales – the sales and marketing departments of your company should already have information about your customer’s online behavior as well as their preferences. This is, off course, in addition to your customer service department.
If all the three departments seemingly communicate well with each other, contact agents can draw a clear and comprehensive picture of the customers they are dealing with. This is ideal especially for social profiling in addition to having more accurate and actionable data analytics from your customers purchasing behavior.
4. Ensuring Cohesive Experiences Across the Company Website
Between developments in mobile applications that facilitate shopping everywhere, social commerce, and an increasing number of purchasing channels, businesses are faced with multiple choices for engaging their customers. And they need to provide a cohesive customer experience across all the possible touch points.
Ensuring cohesive customer experience across your company website requires technology integration and high levels of data readiness. Remember, the bigger the customer base and higher interaction rate a company has, the more detailed and inclusive its analytical data and conclusive results are going to be.
Ideally, businesses should use Customer Experience Architecture, a tool meant to optimize and prioritize all customer experiences. It describes and delivers optimal customer experiences on different channels.
5. Deepening Engagement
Whether the online or offline customer engagement, deep levels of engagements provide brands with visibility into their customer’s activities such as data usage, information on billing, product return, buying as well as investment patterns using the available data. Banks, for instance, can give credit cards, set credit limits, and offer different payment options to their customers based on the analysis of customer monetary usage patterns as well as their credit score data. By analyzing these data statistics, brands are able to offer customized packages able to meet each individual’s needs.
Customer engagement can take on various activities such as sourcing customer feedback by conducting surveys every time a customer reach out to make a request, make an order or even raise a complaint. Brands can also do an outbound contact to their customers and gauge the overall performance of their products and services as far as customer satisfaction is concerned.
6. Reducing Churn
Customer churn, time and again, has proven to be a common challenge experienced across all industries.
In fact, HubSpot’s state of inbound report released in 2018 shows that 61% of the respondents that took part in the study identified creating leads and generating traffic as their top marketing challenge.
That said, to counter this common crisis, both business knowledge and domain expertise are extremely important.
Moreover, businesses need to call for greater collaboration across different departments within the company to help design strategies that they can use to retain their customers and still generate new leads. This can mean applying a combination of online and offline initiatives such as using statistics from customer’s social profiling and browsing history, data from consumer buying behavior, and trying to understand the maturity levels of their customers in terms of how they can handle market changes.
Based on these initiatives, organizations will have collected useful data and actionable analytics that are critical in the decision-making process. This is in the effort to better their service and product offerings, satisfy their customers, and reduce customer churn.