Share inside Oracle! 5 analytical tools for coating customer experience

China Coatings network
: from smart phones, websites emphasize user interface, industries from the sale of products, evolution to service delivery, in the emphasis on customer-centric. Customer Experience (CustomerExperity, CX) is already a learning errand.
as the Internet matures, and social media grows, the status of customers and businesses as customers and businesses quietly change. Customer experience has become the main direction of marketing and sales strategy, and the main driving force of modern enterprise change.
But customer experience marketing is not just a moving micro-movie or interactive marketing activity, but also through technology to understand customer behavior and habits, so that enterprises can gain insight into industry trends, and even become the main momentum of enterprise development and innovation.
, which provides long-term enterprise software solutions, proposed that the new era marketing system should have five technical weapons.
customer insight is a continuous improvement process that collects, analyzes, summarizes, and personalizes target customers through a unified internal and external data management platform to provide accurate positioning of marketing strategies and activities.
But these come from fragmented, unstructured, inconsistent materials such as internal CRM, logistics, finance, and external websites and social media, which can be extremely challenging for data mining and large-scale data analysis.
in the era of customer experience, personalized content based on customer insights is becoming more prevalent, so it is relatively important to develop employees within the organization to be spokespersons for social media. From a management perspective, content will no longer be concentrated in marketing, and an enterprise may have multiple creators and modifiers, divided into fragmented collections according to different permissions to meet the needs of social media that can be quickly shared and disseminated.
all-pipeline interaction emphasizes the personalization and diversification of the pipeline. Different ethnic groups prefer different pipelines, and different content is suitable for publishing pipelines are not the same, but it is also therefore more important for enterprises to ensure the consistency of marketing content and processes, customers through the pipeline to obtain a unified view of corporate information.
, on the other hand, enterprises need to start observing and nurturing their "number ecological environment", especially on social media, where public opinion monitoring and crisis management fall into this category.
In the marketing concept of "marketing funnel" (which allows customers to know the brand's wide mouth to the narrow mouth of purchase), enterprises can establish a rating standard for customers, and apply it to the "marketing funnel" to enhance the interaction of the target group at all stages of the brand experience, and unknowingly connect with the enterprise.
customer behavior, feedback materials, and marketing results collected during the marketing process are extremely valuable, on the one hand, such information can be used to forecast and evaluate marketing effectiveness; On the other hand, marketing strategies can be adjusted immediately to provide a more effective customer experience.
analysis content can be diversified, such as cross-matching the relationship between full pipeline interaction and actual revenue, evaluating marketing activities ROI, and understanding the customer's perception of the product service.