What customer data should I collect?
Your business is getting a lot of customers, that’s great to hear! But are you properly tracking the right customer data, if any at all?
Gathering the right customer data can help you make the right decisions to improve your business.
But what customer data should you collect for your business? We’ll go into detail about each customer data but here are the kind of data you should collect:
- Contact information
- Customer Satisfaction
- User experience
- How they discovered you
- Why they leave
- How many purchases or uses
- Conversion rate
So let’s get into it!
Contact information
You should always collect some form of contact information of your customers. This can be as simple as their name and email address. Bigger companies will have not only their email, but they’ll have their customers’ addresses and phone numbers.
This gives them multiple options to contact their customer base.
But if you have a lot of customers, it can be overwhelming to try and keep track of all of your customer’s data. That’s why it’s recommended to have this automated. This can be done with a CRM.
Customer Satisfaction
Picture this, you notice your sales are increasing month over month. You think everything is great, but then you see multiple negative reviews and social media posts about your brand.
Even though your sales are increasing, this will be short-term as your brand reputation becomes negative. You should implement some sort of customer feedback strategy as this will allow you to see what your customers think of your product or service. You can then make these improvements to strengthen your company!
A simple customer satisfaction survey is a quick but effective way to understand customer satisfaction.
User experience
Not many companies think of user experience. User experience is a bit harder to track but can still be done!
Gathering user experience data will allow you to make adjustments and understand how users are interacting with your website and marketing tactics. You can use tools such as session recording like Moment, heat maps and analytics.
You can see and understand how they behave and place buttons and links in the appropriate places.
How they discovered you
A quick question “how did you find us?” can help you see exactly see what marketing tactic help them find you. Say you’re spending money on a social media campaign, how exactly would you know that your social media posts are working?
Whenever you get a new client or customer, asking how they found you will allow you to see which marketing tactic has the best return on investment.
Google Analytics is a free tool you can use to see how people are coming to your website. The tool provides an abundance of information and you can see exactly how many users came from where.
Why they leave
We get it, customer churn will always happen no matter how perfect you are. While you should always try to minimize customers leaving, you can learn from the customers that are leaving you.
A simple quick survey asking why they’re leaving can give you an understanding of what made them unhappy. Was it the customer service, product didn't meet their needs, hard to understand? Once you learn what made them leave, you can make those changes to your business.
Number of Purchase/ uses
You should keep track of how many times a customer will purchase or use your product. You will be able to see which customers are enjoying the product and which ones don’t.
You can then filter your customer base by the number of purchases and make a custom campaign for each list to increase your recurring revenue.
For example, you have a group of customers with 10 or more purchases and a group with 9 or fewer purchases. You can create 2 customer groups and send different email campaigns with different coupons or Call-to-actions.
Conversion rate
You should keep track of your conversion rate. Your conversion rate is an indicator of how well your landing pages are performing!
If you’re getting a lot of visitors, but not many people are converting into leads or buyers, you should consider making changes.
A high conversion rate shows that your landing pages are effective. It shows that your copy, products/ services / and Call to action work well. You should consider doing some A/B testing to see which CTA will create the best conversion rate.
Closing thoughts
Gathering the right customer data can help you make decisions to better improve your business, products and services and marketing campaigns.
You should gather customer data that has a purpose. Meaning gather data that will help you make better decisions.
While getting this data can be manual, it’s highly recommended to use a CRM software and analytic tool that can help you gather this data more efficiently and effectively.
If you’re looking for an easy-to-use CRM software, we recommend Moment! It’s free to use, has a live chat tool and session recordings. The great thing is you can start collecting customer data right away.