Consumers these days are more informed as they have access to a wealth of information with just one click of a mouse. They then use that information to help them in making purchase decisions. In fact, a report from Forrester revealed that 74 percent of consumers in the B2B arena make a research first before they finally say yes to a product or a service.
What’s ironic though, is that a lot of companies are not utilizing the same data to build their brands. In fact, a report from TrustRadius revealed that there’s a big disconnect between consumers and companies.
According to the report, only 23 percent of consumers said their vendors have greatly influenced their buying decision. That means a great 77 percent of vendors are failing to convert their leads.
Relying on the marketing trend is not enough, you have to take extra effort to get to know your customers more.
Gathering Reliable Data through Customer Chat
There’s no doubt that data is power, but the problem is where and how you can gather reliable data. Guess what? There is no better place to get lead information than through live conversations.
Live customer chat apps, like Xeno, have features that enable you to collect data from all your conversations. Through those data, you will be able to analyze the behavior of each customer which, in turn, will enable you to provide more personalized services. That kind of customer service will increase the odds of conversion.
Through Xeno’s monitoring feature, you will be able to access various data that tell you about:
- The location of your contacts
- The web pages they browse on your site
- The platform your contacts heard about you
- The number of times your contacts visited your site
- The amount of time your contacts spend on each page
- Your response time per conversation
- The Operating Systems (OS) of your contacts
- The web browsers they use
- The languages they speak
- If needed, your contacts’ IP addresses
Creating Buyer Personas
Once you get to know who your guests are, you can create better buyer personas or enhance existing ones. After gathering data, not only can you improve your communication with your leads but you can also create targeted solutions.
Segmenting Your Audience
Segmentation is grouping your customers based on the data you gathered. You can group them in 4 ways – geographic, demographic, psychographic, and behavioral.
Why do you need to do this? That depends on your goal but basically, you segment your audience because:
- You want to create ads that specifically targets a particular group
- You want to develop different methods of customer service and retention strategies
- You want to focus on prospects that will yield greater profits
- You want to optimize each of your sales channels
Segmentation eliminates assumption, which is the common mistakes of businesses. Never assume that just because a customer loved Product XY, he will also love Product XX.
Smart Tip:
If you know some customers only love chocolates, don’t email them about vanilla and strawberries. Instead, educate them about the differences of each chocolate variety.
The Icing on the Cake
You can gather all the data you want and create awesome strategies; however, if you don’t know how to improve your customer service, all of these data will come to waste. So while you’re at it—gathering lead information, creating buyer personas and segmenting your audience, don’t leave your customer service behind because after all, you still have to build relationships.
