PIONEERING DATA USE
Regular viewers will know about my deep love for the Tesco Clubcard. Not as a user, (I’m Sainsbury’s and Waitrose), but as an admirer of a pioneering use of data when I see one.
When Edwina Dunn & Clive Humby, (using data which was being discarded due to the high cost of storage!!!), prepared their insights and presented their findings, then Chairman Lord MacLaurin paused for over a minute before saying,
“What scares me about this is that you know more about my customers after three months than I know after 30 years.”
And now it’s 30 years since the Clubcard launched.
NO EXCUSE
So I find it absolutely baffling that people focused sectors like retail and hospitality STILL know so little about their customers, their behaviour and the mindset or motivation behind that behaviour.
And given the amount of data we have at our disposal now, there really is no excuse.
It’s time to start putting hashtag#customersfirst – which you can’t do if you know nothing about them.
I talk a lot about the era of DIS-loyalty we find ourselves in, but I believe we can change things. How?
HOW TO CHANGE
- Put your customers first by identifying and profiling your key groups and working out the next best action and the comms most likely to resonate for each one of them. TIP! Your customer is very unlikely to be ‘you’. With so many variables at play, how could it be?!
- Drive meaningful connection through segmented and personal comms, which resonate deeply and trigger the behaviour we want to see – increased frequency and reduced churn
- Move from connection to genuine, sustainable, loyalty. The kind which drives significant revenue and costs a lot less than constantly topping up that leaky customer bucket!
MONETISE YOUR DATA
Drop me a message to find out we can monetise your customer data, and give you a competitive advantage in 2025.
