すべてのやり取りで、顧客のブランドに対する認識にプラスの影響を与えるチャンスがあることを知っていることが、CXを非常に強力にしている理由です。優れたCXは、顧客を引き付け、顧客が何を購入するか、購入する頻度、顧客のロイヤリティ、生涯価値に影響を与えます。実際、調査では次のことが明らかになっていますCXは顧客のロイヤリティの3分の2以上を推進し、ブランドと価格を合わせたパフォーマンスを上回っています.
So how can you ensure that your brand’s CX is fulfilling its potential and driving customer loyalty? To do so, we need to examine the fundamentals of customer loyalty and how customerデータプラットフォームs (CDPs) play a key role.
顧客のロイヤリティとは?
According to Gartner, customer loyalty is “the degree to which a customer is likely to continue doing business with an organization.Loyalty builds up over multiple interactions and is the result of customer satisfaction, positive customer experiences, and the value realized from using the organization’s goods or services.Customer loyalty also drives existing customers to select one company’s products or services over its competitors, yielding collateral benefits for retention, growth, and brand advocacy.”
Retention.Growth.Brand advocacy.Sounds like the ultimate wish list for any brand, right? But these are real and achievable goals, actionable through the data already available to your organization – all you need is the right key to unlock its potential. 効果的な顧客データ管理plays a vital role in this process.Hello CDP.
CDPは顧客のロイヤリティをどのように促進するのでしょうか?
ア customerデータプラットフォーム or CDP is a prebuilt system that centralizes customer data from multiple sources and shares this data with other systems within an organization’s martech stack, enabling marketing teams to deliver exceptional customer experiences on all channels.CDPs help to drive growth and loyalty by:
データサイロの排除
データがサイロ化されると、顧客とブランドとのインタラクションを正確かつ統合的に把握することが難しくなり、成長が阻害されます。 これまで断片化され、サイロ化されていたさまざまなチャネルやタッチポイントのデータを統合して整理することで、マーケティングチームは顧客の行動に関するより深いインサイトを収集し、ロイヤルティを高める関連するパーソナライズされたキャンペーンの種類を計画できます。
価値の高い顧客の特定
Using the CDP’s advanced segmentation capabilities, organizations can break down data into specific customer segments based on demographics, product preferences, and historical and predictive data.By identifying and segmenting high-value customers, marketers can prioritize this lucrative segment and tailor interactions accordingly by offering premium, relevant experiences at every touchpoint.
リスクのある顧客の特定
At-risk customers are just as important to a brand as high-value customers, especially when you consider that it costs between five and 25 times more to acquire new customers than retain existing ones.A CDP allows you to identify the common characteristics of customers at risk of churn and leverage machine learning (ML) and artificial intelligence (AI) to create lookalike audiences and create predictive models to detect those with similar profiles within your customer base.It’s then possible to segment this at-risk group – and develop retention strategies to prevent future churn.
顧客の行動の全体像を提供
顧客の行動の全体像を提供 means organizations can action the most relevant customer experience possible – vital when you consider that 顧客の64%は、過去のインタラクションに基づいてカスタマイズされたエンゲージメントを期待しています.
リアルタイムで顧客を理解する
CDPs connect with new data sources seamlessly and update profiles and segments in real-time.Storing a customer’s cross-channel behaviors, interests, transactions, and preferences in one place allows teams to create the most effective strategies and campaigns based around acquiring new customers, retaining existing customers, upselling, and cross-selling.
プライバシー設定のサポート
A CDP allows organizations to take a “privacy by design” approach to data by collecting and storing data with PII (information such as names and email addresses that can be used to re-identify anonymous data) or non-PII configuration (typically collected by browsers and cookies, this information is anonymous and cannot be used to trace the identity of an individual).This GDPR compliant approach builds trust by ensuring customer privacy preferences are supported and data is kept safe and secure.
顧客をブランド支持者に変える
ロイヤルティに関しては、パーソナライズすることが大切です。消費者の70%は、企業が個々のニーズをどれだけ理解しているかがロイヤルティに影響を与えると述べています。そして、これらの満足した顧客は、その言葉を広める可能性が高い - 統計によると、顧客の72%は、満足のいくエクスペリエンスがあるかどうかを6人以上の人に伝えます.So, it follows that brands who invest in a CDP and get their personalization strategies on point can not only look forward to increased customer loyalty, but also lower acquisition costs in future.Win-win.
Discover more about (英語)Sitecore CDP.