The New Deal offered real, tangible value — it was successful in creating new programmes that gave work and hope to millions of people, it put safeguards on the banking industry and it created a safety net for workers. Similarly, the third tenet of the New Data Deal requires companies that collect consumer data to deliver value in return.
Yet when it comes to companies’ data collection practices, one of the biggest reasons for consumer backlash is the belief that there isn’t enough in it for the customer. Our survey showed that almost half (46 per cent) of all consumers like getting news or articles suggested that are geared toward their interest and (48 per cent) like when a company recognised them when they call or log in. However, less than half (41 per cent) of all consumers believe that companies do a good job of targeting offers to their needs.
46% of all consumers like getting news or articles suggested that are geared toward their interest.
48% like when a company recognised them when they call or log in.
41% of all consumers believe that companies do a good job of targeting offers to their needs.
Source: Adobe and Advanis
Companies often have a different perspective, believing overall that they are providing value through better customer experiences. In our survey, half of all companies said they felt their organisation’s personalisation of digital content is extensive.
Clearly, there’s a disconnect. In order to deliver value to their customers through more personalised experiences, brands need to put their data to work.
Improve data integration and unify the customer experience across channels
To create a better customer experience, being able to integrate and normalise data across disparate systems to create a comprehensive view of each customer is essential. The Home Depot, owner of the sixth largest e-commerce site in the world, is a good example of how better data integration has allowed them to unify all their customer data across all channels into a single customer profile.
“Instead of separating metrics from online and off-line channels, we focus our attention on capturing data, including website activity, in-store sales, call centre volume, return volume, order cancellations and much more, thus enabling us to make the best decisions to improve the shopper experience across all touchpoints.”
Director, Online Analytics and Business Intelligence, Home Depot
Now, customers can input their lists into the Home Depot app and once they reach the shop, the app directs them to the right aisle and bin number to find the right kitchen tap, sledgehammer or a tube of liquid nails. From the same screen, customers can read reviews, follow how-to videos and get product details.
This interconnected, online and off-line experience has allowed Home Depot to get information to customers faster, which means they’re finding stuff quicker and not getting lost during the journey. And it’s working. Today, $8.6 billion in sales are attributed to online orders. And about half of those orders are being fulfill in-store.
Present content in an optimal manner
Content presentation affects the customer experience as well — and data can be helpful in enlightening companies as to what is the best experience for their customers. The National Centre for Missing and Exploited Children (NCMEC) began using a new platform that gave them greater visibility into website traffic, navigation, donations and engagement to help improve the reach and impact of their information. They also wanted to learn more about what layouts, content and information best resonated with audiences across different screens to shape their digital strategies. By presenting information based on customer preference, the non-profit saw an opportunity to boost engagement and expand its reach, increase clicks and time spent on site.
Using composable components that can integrate with your tech stack through open APIs is one way companies can extend those components and design elements to their tech stack to develop more engaging customer experiences.
Track metrics for continual improvement of the customer experience
The only way to know what experiences are successful is to understand how your audience responds to them. From click-through rates to engagement and conversion, it’s important to know what’s working and what isn’t and to evolve and improve the experience you’re delivering.
When NCMEC built their new site, they made sure to track, measure and manage project success. They took a hard look at all phases of their workflows and digital experiences to improve virtually every aspect of each audience’s experience. Overall, NCMEC has boosted online engagement, with 90 per cent of website visitors clicking content. NCMEC increased total website page views by 47.9 per cent in the first three months. Meanwhile, enhanced fundraising efforts drove 218 per cent more traffic to donation and fundraising pages on Missingkids.org.
“At the end of the day, every single person here can hold their head high and say that they’ve truly made a difference in this world,” says Gavin Portnoy, vice president of strategic advancement and partnerships at NCMEC.
NCMEC achieved higher engagement
90% of website visitors clicked content.
Page views increased by 47% in the first three months.
Increased traffic to donation and fundraising pages by 218%.
In our survey, 76 per cent of businesses agreed that consumers will benefit from personalised customer experience and will be more willing to share this data in the future. But the divide between that belief and how brands are executing value remains fairly large. For consumers to continue to hand over their data, it is crucial that companies and brands get the experience right and show that there is real value in sharing their data.