Customer analytics

« Back to Glossary Index

What is customer analytics?

Customer analytics is the mechanism to process and analyze the customer data to improve buyer services. Softwares are available for customer analysis because it is time-consuming if done manually. This software provides insights into companies’ frequent and new customers’ behavior. These analytics assist in improving sales, marketing, and product upgrading. According to studies, those brands are more successful who use customer analytics techniques.

Why do companies use customer analytics?

Customer analytics assist in manageable solutions for the biggest queries. When companies want to know the insights of their customer behaviors, as to how their customers behave about their product. Then they use the customer analytics tool to get the graph of consumers’ behaviors for a better understanding of customers’ actions in less time. It helps in making better decisions about the product price, management, and advertisement. Customer analytics help to improve customer retention and customer purchases.

In this modern era, companies are more dependent on analytics because it helps the companies to provide better customer services that eventually increase sales.

According to the IBM study, 85% of customers are those who expect a consistent experience. Consumers are more impatient and demand a fast response from the seller. They are ready to believe in online shopping and do not care about the spare. Customer analytics helps companies in improving their products to meet the interests of the modern consumer.

How do customer analytics work?

Customer analytics benefits to find the understanding of how customers use their product. It is easy to collect data for customer analytics in this internet era. With the help of social media websites, it has become easy for companies to get the spreadsheet of their customers or users, or subscribers.

At the macro level, sales analytics show the patterns of customer data, which is about how users find your product, how many customers are regular, for what reason they like your product, and what thing makes the customer leave negative feedback.

At the micro level, companies deal with their customers at the individual level. It is a significant step towards the success of companies. Companies learn about the buyers’ problems and answer them individually. This element helps in developing the interest between the companies and customers.

For example, a mobile payment app, ELEVON found frequent complaints from the users that they could not download the app. Companies immediately got the statistics and found that all those users who were unable to download, were OS system users. This system is incompatible. They immediately remediate their users and provide the solution to fix that problem.

Another example is star plays. It splits the customers according to their behavior to detect fraud. With the help of customer analytics, the organization becomes able to reduce the fraud factor by 1000.

Which areas need customer analytics?

• In marketing, customer analytics help to split the audience according to their interests.
• The Sales improves with the techniques of customer analytics. These techniques help in improving customer services and identifying their desires.
• Companies upgrade their products by taking the customers’ feedback.

What questions can customer analytics answer?

Anything that can be measured or tracked is answered by customer analytic platforms. That said, the responses they give are just tantamount to the inquiries posted to them. Open-ended, abstract, or relative inquires like, “Is our item the best?” are difficult to be answered clearly. Good questions are tangible, easily proved or disproved, and relates back to the core business objectives like revenue, acquisition, engagement, and retention.

Some of the common examples of customer analytics questions:

• Revenue:
  Which channel generates more revenue?
  Who is the most profitable user?
• Acquisition:
  Which channels drive the new customers?
  What is the most well-known client venture from attention to support?
• Engagement:
  What features resounds with which customers?
  What is the ideal experience for users?
• Retention:
  Where do we lose clients and why?
  What behaviors are related to a high degree of consistency?

To get exact answers from their customer analytics platforms, organizations capture and study their data. For this, proper application is the key.

How to execute customer analytics?

The companies should follow these two things to execute customer analytics and generate fruitful results:

1. Capture, save and arrange their data.
2. Examine and make decisions with that data.

To catch and utilize information, organizations should gather a lot of data. They may conduct surveys, user research, buy third-party data, and, if they offer technical solutions, inactively gather usage data through their websites or applications. While dealing with websites, most of the customer analytics platforms inactively gather all guests’ information. With applications, the companies need to specify the activities or “occasions” where information is collected, such as login, logout details, and user activities. For storing data, it is extremely valuable to have a focal archive that unites all of your information sources into one single perspective of your client. This is a leading quality of most customer analytics platforms.