I thought I’d take a moment out to tackle a personal bugbear of mine: excessive sign-up information requests.
Many websites quite reasonably ask users for sign-up information in order to access specific features like forums, or to join mailing lists, but sometimes, they just go too far:
It’s very understandable to want to know as much as you possibly can about a customer so that you can serve them better, but if you ask too many questions, you’re encroaching unnecessarily on their time, and if your questions get too personal, you’re encroaching on their privacy.
Remember, by its very definition, sign-up information is usually requested at the beginning of your relationship, so why ask in depth questions about a person’s business practices and personal life that you wouldn’t dream of asking at a first face-to-face meeting? At best, your customers will plough through the questions with a feint feeling of resentment and at worst, they’ll change their mind and go somewhere else.
Of course, asking for too little information may make it difficult to follow up with customers and target future marketing campaigns, so think carefully about the core information you need to know, and ask for that and only that. Otherwise, prepare yourself for a barrage of aborted sign-ups and false information.
Companies are generally very good at collecting customer data. They have processes and systems in place to record every touch point a customer has with them. Whether it be in-store, online, through an email or direct mail campaign or via telesales and telemarketing, behaviour is tracked from various sources and saved into various systems.
However, all too often this data is not integrated, it is stored in different locations or departments (web databases/offline databases/telesales databases etc) and is never consolidated into one central location. As a result companies fail to create an individual customer view and ultimately miss seeing the value of their data.
This is because segmented customer data can’t be analysed for trends or buying habits and opportunities to cross sell or up sell are missed. Most importantly, you cannot build a relationship with your customer without knowing everything about them.
By using an intelligent data management solution that will automatically pull customer data from your various sources into one central database, you can start to build an individual view of each customer, learn everything about them and begin to build valuable, meaningful relationships.
When you can see, on one simple interface who your customer is, their browsing and buying history, what messages they respond to, how they respond, at what time, what they like and don’t like you can communicate with them in a relevant and targeted way, learn about them and understand how they interact with you. By doing this you begin to add real value to your data.
The next step needs to be taken in data capture and individual customer views need to be created to ensure trends and behaviours aren’t missed or ignored and businesses can begin to learn about every aspect of their customer.