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On Friday 11th October as part of customer service week, I had the chance to go to a breakfast meeting at the Grand Hotel, for a talk about customer experience with Mark Michelson. Mark, who has been involved with mystery shopping for over 25 years, covered a wide range of different topics, looking at customer service mapping, customer journey mapping, data collection and mobile mystery shopping.

What I found interesting were the ways a business can use the data customers collect on their mobiles, to help shape the customer experience and customer journey, which I will now focus on and share with you.

Mobile marketing research helps clients understand people

“Data with design shows you how the littlest details can make the biggest impressions on your customers.”

Mobile is a very personal media and the data from this can help you to better understand your clients and to help improve their customer journey.  You need to understand how people feel about the journey; you need to have a deeper level of understanding so that you can get that journey right.

Mobile is now so integral to our daily lives that it has become easier and easier to collect this data, in real-time and when it’s relevant. Clients are constantly logging onto their phone and telling people what they’re experiencing at that time. From taking photos of their food at restaurants and sharing it on social media, to checking in on Facebook so their friends know where they are. All of this information can become vitally important data to companies.

How you can use this mobile data

With social media and the explosion of mobiles and the Internet, customers are always going to be sharing their experiences, good and bad, with their friends and members of the public. This data is incredibly useful to you as a business to help see what you’re doing right, and what you might be doing wrong, to help shape the customer experience into a better one. The customer experience is not just about the experience the customer is having at the time either, what comes afterwards can be incredibly important too.

This mobile data is useful for;

  • Seeing if a customer is having a bad experience, why and when they had this experience and helping to rectify the problem to stop it happening to others in the future
  • Seeing if a customer is having a good experience, why and when they had this experience and trying to improve this to help make it even better
  • Real time information – businesses can see how the customer feels about the business as they’re there, and help to combat any problems instantly so the customer leaves happy
  • Viewing photos, videos and feedback that customers post online to understand the feelings and behaviours of customers to help improve the customer journey

What can you learn and do with this data?

When you’ve gathered the data from the customers, viewing their thoughts and feelings that they post online, you can then use this information to help improve the customer journey. It’s important to focus on the small details as well, you might not believe that it’s that important, but to a customer, it can make or break their experience.

  • If the customer had a bad experience, why? Was it a one-off or are other customers having a similar problem? How can you fix it? Does part of the customer journey need rectifying? Review what went wrong and try to improve the customer journey to stop it happening again.
  • If the customer had a good experience, why? Was it a one off or are a lot of other customers having the same good experience? Can this be improved to make the customer journey even better? Can the good experience be implemented into other areas of the customer journey?
  • If there is a mix of good experiences and bad experiences, try and implement some of the good experiences into the bad experiences, to help improve the bad customer journeys. It’s all about continuous improvement.

I found the talk interesting, and the ways a business can use real-time data from customers to improve the customer journey. This is something every business should be doing, especially since the explosion of the Internet and mobile. As people are now so easily able to share information with each other then it becomes more important than ever to be aware of what customers are sharing. As a business, it is important to use this information that is so readily available, to help integrate online and offline customer experience.

If you’d like to know more information about customer journey mapping and customer experience, get in touch with us at touchbase@quadradigital.co.uk  

 

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