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Unlocking the power of data storytelling

Once upon a time, interpreting data was as simple as processing numbers. But with the volume of data collected multiplying exponentially every day, simply being able to analyze and interpret that data is no longer sufficient. Quickly providing data points and metrics without additional context and a story around what happened to produce the numbers and what to do about it is meaningless to business users who need to make decisions for their organization. 

Enter the world of data storytelling, the art of communicating data-driven insights effectively. This approach embraces narrative analytics and weaves facts and numbers into actionable insights.

The prologue: Why data storytelling matters

Data-driven storytelling is the art of transforming complex data sets into a compelling narrative. This narrative uses context, visuals, and insights to engage a specific audience and ultimately influence their decisions or understanding. It should be an essential part of any organization’s data strategy for two main reasons:

1. Data storytelling fosters engagement

In business, engagement is not just a buzzword; it’s a strategic imperative. While raw or straightforward data might be the backbone of decision-making, it’s the narrative around that data that provides qualitative context for quantitative information and mobilizes teams to action. Combining both straightforward data with an illustrative narrative via data storytelling transforms abstract figures into a compelling story, fostering engagement and understanding at every level of your organization.

2. Data storytelling enables understanding across teams

Bridging the gap between technical experts and non-technical stakeholders is a challenge that data storytelling helps to address. It presents the data in a way that is accessible to business users regardless of their technical or analytical expertise. There is an increasing need across numerous industries to bring these two groups together via data storytelling. Read our blog about bridging that gap here and how we have been successful at bringing teams together for the benefit of the overall organization. 

The plot: Elements of compelling data stories

The elements of compelling storytelling with data are like characters coming together to set the scene in your favorite novel. Consider your approach to the data story, how you’ll illustrate the story, and the potential impacts of your story with the following elements:

Audience-centric approach

In order to be effective, a data story must be crafted for the audience at hand. The storyteller must ensure they understand the motivating factors and perspectives of the intended audience. This oftentimes requires stakeholder discussions to build a clear understanding of metrics and KPIs that are relevant to respective audiences and/or persona groups. It also requires a solid partnership and mutual understanding of how stakeholders are using their data to make informed decisions. Without this context, storytelling around the data is much less effective.

Visualizing data for clarity

Data visualization is the brushstroke that brings your data story to life. Data without visuals is like a story without illustrations—less engaging and prone to misinterpretation. However, it is important to explore the art and science of visualizing data for clarity. Certain data points might be best visualized in a scatter plot versus a bar chart and it is important to think through the best and most straightforward visualization for stakeholders. Visual literacy is a superpower. It is also critical that data visualizations do not leave anything to be misinterpreted. While it is important not to clutter and overly complicate visualizations, clear and succinct titles and labels can make or break a visualization. Take a look at our example below.

Psychological power of storytelling

The human brain craves stories. There is neuroscience behind storytelling and why stories stick. Engaging multiple parts of the brain enhances the memorability of your data narrative, creating lasting impressions that transcend the numbers. Doing so is akin to creating a symphony of cognitive responses. By triggering various brain regions simultaneously, a well-crafted narrative becomes an immersive experience, leaving a lasting imprint on the audience’s memory.

Giving data a narrative engages multiple parts of the brain for emotional and empathetic processing. This is where it becomes more about the story than the raw numbers. The story becomes an experience, a journey that the audience embarks upon, making the data more than just information—it becomes a memorable and impactful narrative. The data narrative becomes a part of the audience’s cognitive landscape, ready to be recalled and reflected upon.

Learn more about Data Strategy & Analytics Services at Tallwave.

Intermission: Tallwave’s data storytelling in action

Narrating the full sales picture: A real example

Let’s dive into a real-world application of data storytelling. During a typical monthly reporting cycle, one of our clients, an e-commerce company, identified declines in sales and revenue across multiple digital channels on their owned website. Initially focused solely on e-commerce sales, the team was alarmed by the decline in organic and paid search sales. However, a more comprehensive understanding of the full story, including sales through brick-and-mortar partners, 3rd party marketplaces, in-store, and phone orders revealed a different story—increases in sales with partners resulted in greater TOTAL sales, and naturally cannibalized some of the sales from other sources.

In order to better tell this story, Tallwave created customized, purpose-built, actionable dashboards in Google Looker Studio. These dashboards helped to mitigate risk of misinterpretation, presenting a clear and concise representation of the sales landscape. It is not uncommon for individual stakeholders to misinterpret data that they might have a personal or departmental bias toward and inadvertently lead other stakeholders astray. Nor is it uncommon for individual stakeholders to exert their own bias in a way that tells the story they believe to be true. This is why it is important to include cross-functional stakeholders involved in rounding out the data story or dashboard visuals to ensure consistent KPI understanding and consensus.

A purpose built dashboard identifying products with a low add to cart to view ratio that the organization should focus on improving this ratio by comparing competitor price points, inventory availability, lack of useful information listed on the product page, etc..

The resolution: Practical tips for effective data storytelling

Reducing complexity

In an era where information inundates every corner of our professional landscape, simplicity emerges as a guiding principle in effective data storytelling. The call is clear: advocate for simplicity in both language and visuals, ensuring your data story is accessible to all members of your audience.

Language Simplicity: Complex jargon and convoluted terminology can act as barriers to understanding. Embrace clear and concise language, choosing words that resonate with a broad audience. Your goal is not to showcase your vocabulary but to convey the essence of your data story in a way that everyone can grasp.

Visual Simplicity: Complexity in data visualizations often leads to confusion. You do not gain style points for making data visualizations complex and difficult to interpret. Instead, opt for visual simplicity. Choose charts and graphs that convey the message without overwhelming the viewer. Consider the power of minimalist design, where each visual element serves a clear purpose.

The art of simplicity in data storytelling lies in finding the delicate balance between conveying intricate insights and ensuring comprehensibility. Simplicity does not mean sacrificing depth; rather, it involves distilling complexity into a form that enlightens rather than perplexes.

The theme: Emotion and impact

In the realm of data, numbers tell a story, but it’s the human connection that makes it memorable. Data storytelling is not just about numbers; it’s about people.

Humanizing Data: Every data point represents a real-world scenario, a decision, or an outcome that impacts individuals. Infuse life into your data by humanizing it. Share anecdotes, testimonials, or real-life examples that resonate with your audience. By connecting data to real people, you create a narrative that goes beyond statistical significance.

The true power of emotion in data storytelling lies in its ability to inspire action. An emotionally resonant story is more than a set of charts; it’s a call to action. 

Within a compelling data story each element contributes to the overall harmony. It is also important to maintain consistency in your data narrative.

The twist: Can AI effectively assist in data storytelling?

AI in data storytelling: A double-edged sword

Data and analytics are always evolving and changing. Along with many other use cases, Artificial Intelligence (AI) emerges as a powerful tool to aid in crafting compelling narratives. However, this opportunity also comes with its complexities and challenges. Let’s explore how AI can effectively assist in data storytelling, its responsible usage, and the potential pitfalls that counteract efforts to tell a story with data.

AI’s role in enhancing data storytelling

AI offers the ability to sift through vast datasets, identifying patterns and trends that a human might overlook. Automation from AI can also assist in uncovering key narratives without as much of an exhaustive manual effort. With the help of AI, data stories can be tailored for specific audience segments, considering individual preferences and comprehension levels. This personalization ensures that the narrative resonates with diverse stakeholders, enhancing engagement and understanding.

Using predictive analytics can also be a big factor in forecasting future trends based on historical data. Integrating these predictions into data stories provides a forward-looking dimension, empowering decision-makers with strategic insights.

Responsible use of AI in data storytelling

It is important to be transparent about how you use AI algorithms to contribute to data storytelling. Specifically, outlining how AI is being used to process data ensures that stakeholders understand the methodology behind automated insights. This is critical for building trust with your audience.

While AI assists in streamlining the data analysis process, human oversight is absolutely imperative and neglecting the need for human oversight when building a data story could result in a less effective narrative. Human intuition and contextual understanding add a nuanced layer to storytelling that AI may lack. Striking a balance between AI assistance and human interpretation is key to responsible usage.

There is also a risk of AI identifying correlations without establishing causation. This can lead to misinterpretation of data relationships, potentially distorting the narrative and steering decision-makers in the wrong direction.

If you endeavor to use AI as a tool in your toolkit, to enhance your story, rather than using it as a crutch to tell your story, you will be exponentially more effective. 

The resolution: Navigating success in data storytelling

By acknowledging and addressing complex datasets, avoiding unnecessary complexity to prevent misinterpretation, and encouraging data literacy across various teams, organizations can transform the potential impediments into catalysts for success in data storytelling. At Tallwave, our data experts are equipped to support your data storytelling needs. We can help you embrace technical advancements, foster a culture of collaboration, and prioritize education to bridge the knowledge gap. Let us help you tell a comprehensive data story today!

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Customer Engagement Uncategorized

Cloud security management: Safeguarding your data

Over the past few years marketing and IT teams have been flying high with cloud-based innovations. These servers and software “in the sky” are aimed at improving flexibility, scalability, and efficiency of handling and accessing the data that empowers marketers to make the informed decisions they need to reach their target audiences and provide great consumer experiences. From collecting and storing paid media analytics to scheduling automated campaigns, the cloud seems to be the key fueling your brand’s digital ascent. 

But as you soar amidst the data-driven clouds, a question whispers in the wind: is your data safe?

Enter cloud security management, the vigilant guardian in this digital sky. It’s the framework, the set of tools, the sleepless protector ensuring your prized marketing data navigates the cloud with confidence and integrity.

The cloud security landscape: From seedling to towering tree

Cloud security’s journey began decades ago, as a tiny sapling sprouting from concerns about online data vulnerability. Today, it stands tall as a mighty oak, offering robust solutions across industries. But for marketers and IT teams who rely on high-quality data to drive actionable insight, understanding where you are in this forest is crucial. Are you just planting the seeds of cloud adoption, or do you have sprawling data ecosystems nestled within its branches? Identifying your stage sets the foundation for your cloud security management journey.

Learn more about Data Strategy and Analytics Services at Tallwave.

Understanding data protection: The roots of secure marketing

The heart of cloud security management is data protection. For many marketing teams, this translates to safeguarding customer information, campaign creatives, and brand-sensitive data. For others, like those who rely on healthcare web analytics data, the roots are even deeper. 

However, cloud security management isn’t without a few thorns. Today’s marketing landscape throws myriad security challenges our way:

  • Evolving threats: Hackers, malware, and data breaches constantly evolve, demanding dynamic, adaptable security measures.
  • Fragmented ecosystems: Multi-cloud environments and third-party integrations multiply data touchpoints, creating a complex security puzzle.
  • Human error: Accidental data leaks or inadequate employee training can unintentionally expose vulnerabilities.

To combat these growing threats, marketing and IT teams might consider an approach with two branches:

1. Data classification and encryption

Prioritize your data, classifying it based on sensitivity and implementing robust encryption measures for high-value information. Secure cloud storage solutions further solidify your digital fortress.

2. Cloud security standards

Adopt industry-standard practices like strong password policies, access controls, and regular security audits. Remember, prevention now is always better than breakfixes later.

So, having acknowledged the critical role of data protection, the question that begs to be asked is: how can we actively implement best practices and tools to build a data sanctuary within the cloud that protects and enables our marketing initiatives?

Best practices for cloud security management: Building your data a secure shelter

Let’s delve deeper and explore the practical tools and best practices marketers and IT teams can leverage to ensure data stays safe in the cloud.

Cloud security monitoring and threat detection

Invest in tools that continuously monitor your cloud environment for suspicious activity and potential threats. Early detection is key to swift and effective containment. Tools can vary by cloud provider. Those using AWS might look to GuardDuty or Amazon Inspector, while those on Azure might consider Microsoft Defender for Cloud or Log Analytics.

Future-proof your environment

Stay ahead of the curve by constantly evaluating and updating your cloud security measures. Remember, the digital landscape is ever-shifting, and so must your defense mechanisms.

Secure cloud storage

Choose reliable cloud storage solutions that offer robust security features, data redundancy, and disaster recovery options. Your marketing data deserves a digital vault, not a cardboard box.

Cloud security policy

Craft a comprehensive cloud security policy that outlines data handling procedures, employee training protocols, and incident response plans. Clear guidelines are your best friend in crisis mode.

Regulations like GDPR and HIPAA add another layer of complexity to the cloud security puzzle. Risk management in cloud security is key, by regularly assessing compliance and actively managing potential risks, you can chart a secure course through the regulatory waters. Other guidelines, like SOC 2 and ISO 27001, provide a roadmap for achieving and maintaining compliance, earning you precious trust and peace of mind.

Embarking on your secure cloud journey

Cloud security management may seem daunting and like a maze of risks and regulations. But remember, you don’t have to navigate it alone. Cloud security solutions abound, offering tools, expertise, and managed services to guide you every step of the way.


At Tallwave, we understand the intricacies of cloud security, especially in the dynamic world of digital marketing. Our team of marketing data strategy experts is ready to equip you with the knowledge, tools, and confidence to conquer the cloud’s highest peaks. Tallwave is just a cloud hop away; we’re here to help when you need us.

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Search evolution: The state of SEO in 2024

2023 brought tectonic transformation to SEO. Emerging technologies and the adoption of generative AI upheaved the state of the SERPs, resulting in disruptive and unprecedented volatility. But one thing has held true even as the sands shift around us: SEO is alive and well as we drill into 2024.

The state of SEO in 2024 will bring on  a continuing landslide of coming changes. We anticipate the drifts of digital evolution to show us a relentless and fiercely competitive environment where maintaining visibility and boosting efficiency to drive faster execution of search optimization efforts (and impacts) is increasingly critical. Deeper AI integration into the search experience and continued emphasis on expert-created content will continue to erupt and gain momentum over the coming year. 

However, one bedrock principle remains unaltered: SEO will continue to be an important part of a healthy full-funnel marketing strategy as we navigate into 2024.

SEO in 2024: What SEO trends will have staying power?

While the future of SEO is always evolving, each change creates a layer, just like you’ll see in sedimentary stone. While the foundation stays the same, faults and intrusions can create a changing landscape in nature — just like we see online. Here are some SEO changes from 2023 that will create lasting impacts in 2024.

E-E-A-T remains at the epicenter of SEO

One acronym has served as the ground zero for the SERP seismic shakeup: E-E-A-T.

Google recently upgraded its basic E-A-T guidelines to the more advanced E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) guidelines. We’ve already seen that E-E-A-T will continue to be the line where SEO content strategy and SERP rankings meet as we move forward in the coming year. 

What does E-E-A-T look like in 2024? Consider the following:

  • Experience: While experience is closely tied to the other three elements of E-E-A-T, it emphasizes knowledge gained from real-world experience rather than through ingestion and synthesis of existing information. Consider this example: a skincare company wants an expert article on the benefits of their newest product. They could have a dermatologist or esthetician write the article based on their general knowledge of skin and the impact of certain ingredients. Or, they could invite a skin care professional who has actually recommended the product to their clients and consumers who have actually used the product to contribute to the article. The second approach is an example of prioritizing information informed by real-world experience
  • Expertise: Content can display expertise in many different ways. One of the most impactful is to meet searcher’s needs from an expert perspective. For example, an endocrinologist would have the expertise and insight to write an article about how hormones impact sleep for searchers seeking to conquer insomnia (and an endocrinologist who has actually worked with patients struggling with insomnia would have the experience in addition to the expertise).
  • Authoritativeness: SEO depends on site authority, and you can establish this necessary credibility through backlinks, social media mentions, and even metrics based on on-site user behavior. An authoritative website shows established trust and relevance in the eyes of both users and search engines with accurate and well-researched content, clear navigation, regular updates, and technical stability.
  • Trustworthiness: Technical SEO success can help establish trustworthiness in Google’s eyes, starting with quick load times, HTTPS security, and user-friendly URL structures. It might also come from external links pointing to other credible sources, stating a physical location, and having an accessible Terms and Conditions page.

Helpful Content Update is more than an aftershock in 2024

E-E-A-T might be at the epicenter of SEO, but Google’s Helpful Content Update in 2023 wasn’t just a tremor – it was an eruption, reshaping the SEO landscape with noticeable volatility. 

The chart shows SERP volatility after Google's HCU.
This image shows SERP volatility in September 2023 as Google’s latest Helpful Content Update was released.

In 2024, we’ll see the aftershocks continue in the SERPs, with Google and other search engines emphasizing content that’s not just well-written, but truly helpful, user-centric, and bursting with value. Google will continue to prioritize content that answers searcher’s queries directly and will continue to reward the most effective and user-friendly answers with position-zero placements and featured snippets.

Product reviews in SEO: Digging for trust and transparency

Product-focused websites have a hidden goldmine that will continue to create SEO value in 2024: product reviews. Google algorithms now dig deeper for reviews that gleam with honesty, detail, and user-centric value. Gone are the days of shallow, surface-level assessments or over-the-top influencer endorsements; what Google wants is content that strikes it rich in terms of trustworthiness and transparency.

Building a mountain of trustworthy reviews will be essential for e-commerce sites in 2024. Here are three ways you can leverage reviews for an SEO boost in the coming year:

  1. Mine the depths of authenticity: Let your customers speak for themselves about your products and services. Prioritize showing reviews on product pages and across website content.
  2. Uncover hidden layers of detail: Don’t just skim the surface – highlight reviews that drill down into the product’s functionalities, strengths, and weaknesses, leaving no crevice unexplored.
  3. Incorporate the user’s voice: User-generated content is the volcanic heat that keeps reviews dynamic. Encourage comments, questions, and comparisons on blog posts and through other channels (email, social media) to capture a rich tapestry of perspectives that can be leveraged into site content.

Tapping into product reviews for SEO 2024 isn’t about glittering facades; it’s about unearthing genuine value for users.

Riding the waves of the Search Generative Experience

The surge of AI is swelling, and SGE (search generative experience) is becoming an unstoppable force. These features are like tectonic plates, shifting the landscape of how users find information – and organic search optimization strategies need to adapt.

Here are some things to keep in mind when navigating the SEO shift toward SGE:

  • Speak in your customers’ language: SGE leverages AI to personalize search results based on individual user profiles. To ride this wave, optimize your content for specific user personas and the language they use to ensure clarity and relevance. Consider adapting your content for conversational queries, optimize for long-tail keywords, and ensure mobile-friendliness for conversational AI and voice assistants.
  • Click-through rate: Don’t be surprised if SGE leads to traffic drops. Recent research sheds light on how SGE impacts click-through rates for different content types, and it’s not always pretty. To prepare for the potential impact, analyze search impressions and clicks to tailor your content toward formats and features that resonate with SGE audiences.
  • AI as a guide: Embrace AI not as a competitor or a content copywriter, but as a guide. Consider using AI-powered SEO tools to understand user intent, and optimize headlines and meta descriptions for increased visibility. Humans should take the lead when it comes to strategy and brands should continue to create high-value content for humans — and not algorithms.

Charting rock-solid SEO strategy in 2024

By embracing the changing digital landscape, you can chart your course to organic search victory. Personalized search, visual search, and user experience are surfacing as even more significant SEO factors in the coming year. 

Here’s how you can look around the curve and start charting what’s next based on our 2024 SEO predictions.

Personalize search for individualized online experiences: 

  • Understand your audiences: Research and understand specific user profiles, tailoring content to their unique needs and preferences.
  • Diversify your keyword strategy: Include long-tail keywords and conversational queries that reflect personalized searches.
  • Embrace AI tools: Use semantic analysis and topic modeling to personalize content and optimize for individual intent.

Let visual searches help you scale the pixel peak:

  • Invest in high-quality creative assets: Prioritize professional images, engaging videos, and infographics to capture attention and improve engagement.
  • Optimize image meta descriptions and alt text: Use relevant keywords and concise descriptions to ensure your visuals get seen.
  • Embrace structured data markup: Implement schema markup to help search engines understand the context and content of your visual assets

Prepare for increasing UX emphasis:

  • Conduct user testing: Understand your audience’s pain points and preferences through A/B testing and user surveys.
  • Streamline navigation and layout: Prioritize user-friendly interfaces, intuitive design, and mobile responsiveness.
  • Improve site speed with technical optimizations: Invest in page speed optimization tools and techniques for lightning-fast loading times.

SEO isn’t stagnant. It’s always shifting and evolving, which means there are constant opportunities for actionable steps to improve SERP rankings and visibility. Keeping these considerations top of mind will help you improve search visibility and perceived relevance, increase organic site traffic, and deliver a high-quality website experience from the first pageview.

We offer the SEO and Integrated Digital Marketing services your business needs in 2024. Learn more.

Ready for what’s next in SEO? We are.

Don’t become a fossil; know that leveraging long-term SEO success requires proactive, data-driven, and user-centric approaches. Tallwave is eager to implement future-forward SEO and digital marketing strategies that will keep you ready for what’s around the corner in 2024 and beyond.  Let’s talk.

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Tallwave year in review: Creating value, contributing knowledge, and pursuing growth in 2023

As we draw near the close of 2023, our sights are set on the year ahead and in true Tallwave fashion, we’re turning our focus to the challenges and possibilities of a new year. But before we run headlong into 2024, we’re taking a moment to reflect on all we accomplished this year. 

Our incredibly talented teams executed high-value work that made a real impact on our clients’ businesses. The brilliant thought leaders among our ranks contributed knowledge to the benefit of prospective clients, partners, and business leaders of all stripes. And Tallwavers at every level of the organization seized opportunities to learn, develop, and grow, demonstrating that our value of relentless pursuit isn’t just a series of words, but words we live by. In the spirit of honoring auld lang syne (times long past), here are the highlights the Tallwave team will be toasting as we ring in the new year.

Creating value for our clients

Looking back over our work in 2023, data enablement and modernizing the technology and strategies for delivering on customer needs stand out as themes in some of the most ambitious challenges we helped our clients tackle.  

Powering up a customer portal strategy

In 2022, we were engaged by a private, independent energy company with over 35 years of experience in the industry. They’d always been technology-forward thinkers, and their customer connect portal was already a differentiator that set them apart from competitors and contributed to their number one ranking in the industry for customer service. As a tech-forward company, they were planning for ongoing evolution of their portal into a best-in-class solution that continued to meet the needs of their customers. 

After evaluating their portal and making strategic recommendations in late 2022, the stage was set to translate strategy into action in 2023. Over the course of the year, we’ve worked with our client to design, test, and validate a new customer connect portal 3.0 solution, implement a measurement strategy to evaluate the performance of the new portal solution, and provide ongoing analytics maintenance, reporting, and strategic insights for a portal that’s always evolving, improving, and creating value for our client’s customers.

Enabling growth through an upleveled internal asset management strategy

One of our largest, most complex clients, a multinational financial services corporation, enlisted our help to establish the proper team and organizational structure, improve data quality to unlock insights that empower decision making, standardize global policies and procedures, and strengthen relationships that align into the broader enterprise with the right engagement models. These desired outcomes coincided with an increase in demand for internal technology assets, intensifying hardware budget management demands, and the increasingly complex logistics for supporting a global workforce’s technology needs.

They initially engaged us to help them create a playbook of standard operating procedures to drive predictability, agility, and efficiency in servicing employee tech needs. But as we helped them imagine the art of the possible, we set our sights higher, ultimately building a strategy for service automation and digital experiences that work in concert with SOPs and designing an MVP solution and a framework to continually build upon their internal product ecosystem to drive efficiency, scale, accuracy, and predictability. This, in turn, will help our client optimize their internal technology asset investments, reduce risk, and improve the quality of service to colleagues.

Enabling data-driven business processes by translating between business needs and infrastructure parameters

CP Skin Health Group, Inc., a division of Colgate-Palmolive focused on product and service innovation for dermatologists, estheticians, and other skin health professionals, found themselves in a position common among our clients. Rapid growth, including the merging and acquisition of well-established and high-performing brands, led to a fractured data ecosystem. They were leveraging multiple disparate data sources and systems across their business units and many of the processes required for their business relied on manual data entry, which negatively impacted their sales and marketing teams’ ability to operate effectively at scale and created a poor customer experience. They needed a partner to work alongside their Global IT team to create a more unified technology and data infrastructure to serve the needs of the business.

We brought business stakeholders together with their Global IT team to map their data environment, identify and document technical limitations and risks in their data inventory, and define problem statements. As a result of our work, the skin health division and the Global IT team were able to align on a shared data strategy and vision that would pave the way for better support for the skin health division’s business needs and lay the foundation for future data analytics capabilities. This allowed the skin health division’s marketing team to operate more effectively and efficiently and optimized sales processes to deliver better customer experiences and business outcomes.

Bringing a new mobile app to life at the speed of light

Working with one of our development partners, we embarked on a journey to redesign and develop a new mobile application for a national broadband communications provider. The new application required some complex features—like account registration and management, bill pay, service appointment scheduling, and more—that also played high-stakes roles for the customers who would ultimately use them. And the timeline for getting it done was tight. But that’s just the kind of ambitious challenge the Tallwave team thrives on.

We mobilized our wildly talented product design team to quickly develop a digital brand UI kit, UX/UI designs for 3 new complex user flows, front-end code acceleration training, and consultation on UX/UI execution, usability, and accessibility in the span of just a few weeks. The team’s work was a shining example of our ability to deliver great mobile app design at the speed of light without sacrificing our commitment to deliver a great CX for consumers.

A power-packed, end-of-year kickoff for a 2024 product strategy 

We partnered with a new client, an energy management services, procurement, and energy infrastructure development firm, in December to help them define and package their intellectual capital and expertise into an ongoing and scalable data-as-a-service (DaaS) product. Starting our engagement this late in the year, it would have been easy to assume we’d kick off in January. But with a client who shares our bias toward rapid action, we decided there’s no time like the present to get the ball rolling. 

This month, we mobilized our team to head out to the client’s offices in Texas to lead them through a full-day workshop with their senior leadership team to understand the energy ecosystem and value chain and begin to formulate ways to package their unique value to customers. Seizing the moment to begin our work now puts us in a strong position to advance our plans to design, develop, and test the product concept with prospective customers and develop a go-to-market plan that drives immediate adoption upon launch in the new year.

Contributing thought leadership to the industry

The work we did for our clients wasn’t the only way we created value in 2023. Tallwavers showed up as thought leaders, contributing their knowledge and perspectives on hot industry topics like data unification and enablement, conversion rate optimization, and more at industry events and a few of our own. Some standout moments include:

On the physical stage at Brand Innovators

At the Brand Innovators Sports Marketing Upfronts in Scottsdale, Arizona in February, Tallwave Partner, Robert Wallace, had the privilege of moderating a panel session with members of the marketing team from Riddell Sports Group, a leader in high-performance football gear.  

Tallwave Partner Robert Wallace speaks with marketers from Riddell Sports Group.

On the virtual stage at the GDS CX Innovation Summit

Our SVP of Marketing, Jessica Pumo, hit the big screen at the GDS CX Innovation Summit in May, presenting a Masterclass Keynote on bridging the data divide. The topic of overcoming fractured data ecosystems to harness the business power of data resonated so much, she gave a special live encore presentation at our invite-only dinner for current and prospective clients focused on data unification and enablement in August. 

Tallwave's SVP of Marketing, Jessica Pumo, have a keynote presentation at the GDS CX Innovation Summit in May

Spreading the word on the value of CRO

Conversion rate optimization can be an extremely effective strategy for improving conversion rates and maximizing return on investment in traffic-driving marketing. But it requires a highly integrated approach to execute, making it difficult for clients and many other digital agencies to capitalize on. Our Integrated Marketing team brought their knowledge, experience, and expertise to conversion-conscious brands of all kinds in a CRO webinar in May. 

Pursuing personal and professional growth

Our ability to do great work for clients and contribute thought leadership to our industry is fueled by our relentless pursuit of growth. In 2023, Tallwavers fed their brains, expanded their knowledge, and refined their perspectives on a wide range of topics through conferences, events, and other personal and professional development opportunities. Here are two that really blew us away:

Making quality connections at KPMG /Michigan Ross QuantumShift

Tallwave CEO, Jeff Pruitt, had the rare opportunity to attend QuantumShift, an exclusive four-day peer-to-peer learning experience for the top decision-makers of fast-growing private companies. This experience took Jeff out of his day-to-day business environment to share with, learn from, and collaborate with leading CEOs from around the country as well as top professors from the University of Michigan’s world-renowned Stephen M. Ross School of Business. It was a highly impactful experience that allowed him to live our value of thoughtful rigor in a whole new way while embracing the power of human connection.

Having flurries of fun at the Snowflake Data Cloud World Tour

Senior Data Strategist, Brooke Weidenbaker, and Engagement Manager, Rikki Ebenal attended the Snowflake Data Cloud World Tour event in Austin, Texas where they plowed through presentations, demos, and customer breakout sessions celebrating data centricity and came away with new ideas and examples to share with clients as we help them navigate the data maturity curve.

Raising a glass to the past and focusing on the future

Reflecting on all we’ve done, everywhere we’ve been, and everything we’ve accomplished, we’re proud of the year we’ve had. And we’ll be raising a glass in gratitude for the opportunities it’s brought us to learn, grow, and evolve and to help others do the same. It’s been a year worthy of celebration. But when the clock strikes midnight on December 31, our gaze will be squarely focused on the future and all the opportunities that lie ahead to help our clients dream bigger about the growth possible for their brands, discover a path to achieve it, and not just do what it takes to get there, but to constantly strive to do better together.

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Customer Engagement News Product Design Uncategorized UX Design

It’s never the end: Continuously evolving product improvement

About this series: Great products are built using good problem-solving, and the best way to solve problems is to define needs and then meet them in every user interaction. Alignment across teams and channels ensures that expectations are set correctly and delivered on effectively at every stage of the user journey. Great design starts way back at defining the problem and extends through the entire product lifecycle, continuing long after launch and into the ongoing iterations of product development. Great design is a cornerstone for great products, driving great business, and creating opportunity. Read on to learn how ongoing iteration and innovation in the product design process makes great product design and the business value it creates sustainable. If you missed the first two installments, be sure to check out the other blogs in our series: 

The design journey continues post-launch

Embarking on a successful product launch is a journey that requires planning, strategic collaboration, and continuous improvement. Crafting an effective launch strategy is the foundation, involving comprehensive market research, targeted messaging, and utilizing diverse marketing channels to build awareness and demand. Integrating a motivated and informed team becomes paramount as the launch unfolds, fostering a collaborative environment where each member contributes to the product’s success. Post-launch, the journey doesn’t end; it transforms into a dynamic cycle of continuous improvement. User feedback emerges as a guiding force, steering the development team toward iterative enhancements that align with evolving user needs. The importance of great design in this phase cannot be overstated, as design systems, seamless handoffs, and branding alignment contribute to a visually cohesive and engaging user experience. 

Crafting effective launch strategies for product success

Launching a new product is challenging and the foundation for success is laid in the earliest stages of product development with a well-thought-out strategy centered around a clear and strong problem statement. That problem statement should provide connective tissue through the product development process and into planning for the product launch, including product positioning and go-to-marketing messaging. Ensuring that your product strategy as a whole is driven by a clear problem statement will help ensure consistency and alignment at every stage of the product journey. Additionally, you must leverage the right mix of marketing channels based on your target audience’s preferences and behaviors, such as social media, email, and influencers. This ensures a broad reach and sustained interest leading up to the launch. This comprehensive approach creates excitement and establishes a strong foundation for the product’s success in the market.

An effective internal launch paves the way for a successful external launch. Creating buzz and anticipation across your cross-functional team is a crucial aspect of a successful product launch. A cohesive team that is well-informed and motivated can significantly impact the outcome. Communication is key; share the vision, goals, and milestones with your team to foster a sense of unity and purpose. This will ensure that a single vision will be promoted across the team and translate seamlessly into the customer experience. When every person on the team knows how the pitch will go, they can all use their collective resources to lean into launch.

Allowing team members to contribute their unique perspectives by encouraging open dialogue and idea-sharing is also important as you consider external launch. By involving everyone in the process, from marketing and sales to product development, you harness the collective energy and expertise of your team. This collaborative approach not only generates creative ideas, but also ensures that everyone is aligned and committed to the launch’s success. Crafting an effective internal and external launch strategy is a dynamic process that requires adaptability and ongoing assessment to ensure the success of your product in the ever-evolving market.

Learn more about Tallwave’s Digital Experience Design Services.

Driving iteration with user feedback in the continuous improvement process

As a new product is launched to the market, it’s easy to assume that’s where the product team’s job ends and the marketing team’s job begins. But in truth, product launch is a phase that should bring these teams even closer together to bring the product to market while closing the feedback loop to drive continuous product improvement. Following launch, monitoring the performance of the product and features is paramount. This holistic approach to performance evaluation provides valuable insights into customer preferences and behavior. Utilize analytics tools to track key metrics, such as user engagement, conversion rates, and customer feedback. By analyzing the broader landscape, you can adapt your strategies and address any issues that may arise swiftly. 

Continuous improvement is a cornerstone of long-term success, and by keeping a close eye on performance metrics, you can make data-driven decisions to refine your product and marketing strategies for sustained growth. Regular updates and releases based on user insights not only demonstrate responsiveness to customer needs but also foster a sense of trust and loyalty. This iterative approach transforms the product development process into a dynamic, user-centric journey, where each iteration builds upon the last, leading to a more refined and valuable end product.

The role of design in continuous improvement strategies

Great design plays a critical role in driving iteration and responding to user feedback effectively. Design systems provide a framework for consistency, enabling seamless integration of new features while maintaining a cohesive user experience. Additionally, well-managed handoffs between design and development teams streamline the implementation of design changes, reducing friction and accelerating the iteration process. Aligning branding elements across marketing channels and into the product will ensure user expectations are met at every turn. During iterations, a holistic approach to design, design systems, handoffs, and branding alignment ensures that the process is not only efficient but also results in a cohesive and engaging user experience.

Product success factors and the pursuit of excellence

In the ongoing journey of product development, launch is never the end; it’s the beginning and it launches the team into a cycle of perpetual refinement. Our products can exceed audiences’ expectations by embracing user feedback and integrating it into the continuous improvement process. The collaborative spirit within teams and the strategic planning behind launches form the basis of success. Throughout this dynamic journey, it’s important to celebrate the milestones achieved, learn from the challenges faced, and remain committed to the pursuit of innovation. The combination of effective launch strategies, user needs-driven iteration, and thoughtful design ensures that  products stay relevant and evolve into solutions that resonate deeply with users. Here’s to the continuous pursuit of excellence in product development and the exciting possibilities that lie ahead on this ever-evolving path of innovation.

Are you ready to pursue product design excellence with a team that understands cross-functional teams and embraces continuous innovation? We are. Let’s talk.

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Customer Engagement Strategy Uncategorized

Data-centricity: Takeaways from the Snowflake Data Cloud World Tour 

We recently had the privilege of attending the Snowflake Data Cloud World Tour event in Austin, Texas. It was a full day of presentations, demos, and customer breakout sessions dedicated to discussing the technical and cultural challenges that organizations face as they strive to become more data-driven. Industry leaders who have harnessed the power of Snowflake’s data processing technologies and platform experts convened to shed light on the evolving landscape of data utilization and the critical need for businesses to adapt.

In today’s business environment, where access to data has reached unprecedented levels, success hinges not on the sheer volume of data you have access to but on how effectively you can leverage it to make informed decisions on an ongoing basis. In fact, research by Mckinsey & Company found that insight-driven companies report above-market growth and EBITDA (earnings before interest, taxes, depreciation, and amortization) increases of up to 25%.

Our most significant takeaway from the event was the pervasive sense of urgency, coupled with encouragement, that resonated throughout the sessions we attended. In the fast-paced world of business, staying ahead of the curve is imperative. The lifeblood of modern organizations is data, and if your company hasn’t already placed your first-party data at the forefront of your decision-making process, you risk falling behind. While it’s one thing for decision-makers to prioritize data, it’s another to instill a data-centric culture throughout your entire organization.

During the event, heard from business leaders who recounted their early efforts to get their data houses in order. Some of these efforts date back to 2017 and 2018 when these visionaries recognized the transformative power of data and embarked on a strategic journey. Fast forward, as 2024 approaches, data isn’t merely a choice—it’s a necessity. If your organization hasn’t embraced a data-centric approach yet, the time to dive in is now.

Right after returning from the event, we received a timely report from Experian Research, focusing on the “Data Quality Revolution.” The message was crystal clear: if your business isn’t placing a strong emphasis on access to high-quality data, you should be, and the time to act is now. Continue reading as we explore the key takeaways from both the Snowflake event and the complementary Experian report.

The shift towards data-centricity: Where we stand

In the realm of data-driven decision-making, businesses are no longer tentatively testing the waters; they’re taking a deep dive. As highlighted in the Experian research report, “Over a third of business leaders say that better and faster decisions using data is a top priority to respond to market pressures. A continuous influx of accurate data enables team members—technical or not—to act with confidence. This is a claim that we see year after year and is vital in a market that is moving faster than ever.” 

This sentiment echoes the progressive strides made by forward-thinking companies showcased at the Snowflake event. For instance, the Senior Director of Data Architecture, Engineering, and Platforms at a Fortune 500 athletic retailer shared insights into their innovative use of real-time data. By monitoring inventory levels and analyzing optimal pricing strategies in real-time, they’ve effectively maximized space utilization and ensured optimal profitability without compromising margins. This sophisticated approach underscores how organizations at advanced stages of data maturity leverage their data reservoirs to tackle genuine business challenges. Experian defines data maturity as “the extent to which your business can collect valuable data, derive meaning from it, and leverage this information in the decision-making process.” 

Successful companies are often able to point to a mature data strategy that is disseminated throughout the organization that lends them a competitive edge. Consider Netflix or Amazon, for example. Both companies utilize their data to personalize content and provide product recommendations that increase customer satisfaction and ultimately drive greater customer engagement, retention, and overall revenue. 

However, this level of sophistication isn’t universal. For numerous organizations, the journey along the data maturity curve is just beginning. Bridging the gap between recognizing the potential of data-centricity and effectively implementing it remains a common challenge encountered across various industries.

A graph going the data maturity curve

The challenges: Technical and cultural hurdles

One of the key challenges emphasized at the event was the demand for tools that can expedite the transition to data-centricity without subjecting organizations to extended development timelines. In today’s fast-paced business landscape, waiting months for development to design and implement complex systems is simply not feasible and leads to frustration throughout the organization. 

What businesses need are solutions that are agile, efficient, and user-friendly. Experian “[s]urveyed businesses are looking at their technology to plan for scaling, expanding, and innovating data quality initiatives including easy-to-use tools for business users (50%).”  The emphasis on user-friendly tools highlights a critical aspect of overcoming technical hurdles—providing accessible platforms that empower business users, regardless of their technical backgrounds, to harness the full potential of data, ensuring that the journey towards data-centricity is smooth and collaborative.

Learn more about building bridges between business and technology.

Embracing the potential, feeling the pain

Many organizations now find themselves at a crossroads—they’re acutely aware of the immense potential that a data-centric approach offers, but they are equally familiar with the growing pains that accompany this transformative journey. The heightened awareness of the benefits is juxtaposed with the acknowledgment of the challenges. This duality can be both motivating and overwhelming. The Experian research report echoes this sentiment, revealing a profound truth: “Year after year, we find that data investment equates to business growth. Our study shows that 95% of super performers—these high-achieving and data-mature leaders—believe that data quality is fundamental to business operations going forward.”

This statistic underscores the critical importance of data quality in the contemporary business landscape. It’s not merely a matter of investing in data; it’s about investing in high-quality, accurate data that can fuel informed decision-making and drive business growth. The realization that data quality is intrinsically linked to future success is a powerful motivator for organizations navigating the complexities of the data-centric journey. It signifies a shift in mindset from viewing data as a mere asset to recognizing it as a cornerstone upon which robust business operations are built.

While the challenges are palpable, so are the rewards. Embracing the potential of a data-driven approach means not only understanding the significance of data quality, but also taking proactive steps to address it. As organizations grapple with the intricacies of data utilization, this awareness becomes a guiding light, illuminating the path toward transformative change. By investing in data quality, businesses not only mitigate risks but also position themselves for sustained growth and innovation.

In this landscape of shifting paradigms, Tallwave stands as a strategic partner, ready to navigate the complexities of the data revolution alongside your organization. We offer tailored solutions designed to guide you and your teams to think through what data matters to your organization and build a culture that ensures your business is not just prepared for the future but actively shaping it. Let’s embark on this transformative journey together—where challenges become opportunities and data becomes the cornerstone of your success.

Tallwave: Your partner in the data journey

If your organization is ready to embark on the journey of embracing data-centricity but you’re uncertain about where to start, Tallwave is here to provide expert guidance. We know the intricacies of this transformation, offering expertise in both technical solutions and cultural adaptations across various teams in your organization. Our approach is tailored to your specific needs, ensuring a seamless integration of data-centric practices into your existing framework.

Ready to make the shift?

Don’t wait until you’re left further behind—take action now. Discover the business benefits, navigate the challenges, and transform your data potential into tangible results. Your journey toward a data-centric future starts today. We’re ready to lead the way.

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SEO Uncategorized

Is SEO for Social Media the Secret to Success?

Social media platforms have evolved from online hangouts to significant touchpoints on your customers’ conversion journeys. Establishing your brand’s social media footprint and visibility is crucial; it forges meaningful consumer connections and enhances digital experiences. 

However, the painful reality for marketers is that curated social content alone won’t get you to For You Pages and newsfeeds. But reaching into your SEO strategy toolkit just might. Many factors in establishing a solid social media presence seriously overlap with the search engine optimization strategies you’re already using to drive growth on your website.

With complex algorithms and user behavior playing a crucial role in content visibility, leveraging the power of SEO for social media is vital to improving reach, engaging the right users, and converting customers.

What is the relationship between social media and SEO?

When it comes to creating online experiences and driving strategic growth, social media matters. Surveys show that working-age adults spend an average of 2.5 hours daily scrolling social media. These consumers rely on Instagram, Facebook, and TikTok for product research, reviews, brand engagement, and even for making purchases as integrated e-commerce solutions become the norm. 

SEO matters, too. An effective organic SEO strategy elevates your brand by boosting page rankings and increasing visibility, clicks, and conversions. Investing in SEO builds long-term equity for your business and establishes authority in your market. And while AI might change how algorithms work, SEO strategy will always need human-lead creativity and expertise to resonate with human users. Learn more about the benefits of implementing a proven SEO strategy. 

And although social media and SEO may seem like distinct digital strategies, they are closely intertwined. Social media platforms aim to engage and satisfy users by showcasing relevant, high-quality content. At the same time, SEO seeks to achieve the same by delivering valuable web content to answer their search queries.

SEO and social media: Symbiotic sisters

Think about it: SEO focuses on improving website reach by considering algorithms and ranking factors for better visibility on search engine result pages like Google or Bing. These factors hinge on authority, expertise, and trust established through technical performance, keywords, latent semantic indexing, and user behavior (bounce rate, time on site, pages visited, etc.).

Social media platforms also rely on algorithms that determine how content is displayed to users. These algorithms analyze similar factors, such as bio and caption keywords, viewer intent, creator authority, user behavior, and engagement. 

Relevance, engagement, and authority influence how content is shown to users on the SERPs, home pages, feeds, and For You Pages. Noting the many intersections, it’s easy to interpret that applying SEO techniques to social media strategies will likely increase the chances of your target audience finding your content, engaging with it, and ultimately converting into customers.

SEO strategies to adopt for social media success

Experience is everything. The shared objective between SEO and social media is to provide users with the best possible experience by delivering the best possible content related to their needs and intents. 

You can implement SEO techniques in your social strategy to push your brand toward customer acquisition and growth. With increased social media visibility, you’ll be there for critical make-or-break moments on the conversion journey.

Experience is everything. The shared objective between SEO and social media is to provide users with the best possible experience by delivering the best possible content related to their needs and intents.

Let’s look at a few tips social media managers can borrow from the SEOs.

Know what’s now

Social media evolves rapidly. Just look at all the recent changes with Instagram. Part of finding success with your audience is understanding what’s current and popular in their world. Google Trends offers an easy way to tap into today’s interests so that your content is timely and relevant.

Speak their language

Like traditional SEO, linguistic profiling and keyword research are crucial in social media optimization. Identify keywords and phrases relevant to your industry, target audience, and specific social media platforms. Use those phrases in your content and captions. Tools like SEMrush, Moz, and free browser extensions like Keyword Surfer can help you discover relevant terms based on how people search for products or content.

Flex your authority

Optimize your social media profiles by incorporating relevant keywords in your bio, descriptions, and headers. This helps social algorithms understand the nature of your business and improves the chances of being discovered by users searching for those keywords. Mention titles or credentials relevant to your content to display subject matter authority.

Create connections

Actively engage with your audience by responding to comments, messages, and mentions. This fosters a sense of community and encourages further engagement. And engagement shows the algorithm that your content is valuable and relevant.

Analyze and optimize

Regularly analyze your social media performance using built-in analytics tools or third-party platforms. Monitor engagement metrics, reach, click-through rates, and conversions to understand what resonates with your audience. Adjust your strategy accordingly to optimize results.

Let integrated solutions lead to intertwined success

You can unlock social media’s full potential and drive meaningful results by understanding the relationship between SEO and social media, implementing effective strategies, and staying informed about the latest trends and algorithm updates.

Explore Tallwave’s Integrated Digital Marketing services.

Social media and SEO aren’t siloed strategies. An integrated growth enablement partner like Tallwave can assist in combining SEO and social media strategies as part of a comprehensive conversion rate optimization program. We are eager to deploy our customer-centric and cohesive approach in a unique way to your vision and create exceptional experiences for consumers of all kinds.

Ready to learn more about Tallwave and how we can help with SEO and social media? Let’s discuss how combined forces equal outstanding experiences and ongoing success. Here’s to the start of a great partnership.

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Uncategorized

Data Driven Insights into the Evolving Customer Experience

Data-Driven Insights into the Evolving Customer Experience

Pre & Post-Pandemic 

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The world as we know it has changed forever. Or has it?

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The effects of COVID-19 were immediate and felt by every industry and business across the globe. Customer behaviors and expectations changed overnight as fear and anxiety swept through communities, resulting in pandemic trepidation. Some businesses struggled to restock products that were flying off shelves, while others were directed to lock their doors and go home. 

 

Events and experiences of all types – especially traumatic ones – shape customer behavior, expectations, and needs. Since the initial onset of COVID-19, analysts and forecasters predicted that buyers’ behaviors would change for good, and businesses would permanently change – pivoting from prioritizing convenience and cost to safety and wellbeing. Following suit, automotive brands began reimagining how they could incorporate mask holders and anti-microbial features into vehicles. Brick & mortars started redesigning spatial layouts and offering curbside experiences.

But instead of latching onto a single line of thinking and blindly following the suggested “new normal” best practices for our clients and their customers, we took pause. How do you validate where you really want your business and the experiences you craft to go? Is incorporating health and safety precautions more important than overburdening the customer? Do you continue to invest in something without first confirming it’s what customers really want? 

 

Best practices are guidelines to be referenced, not hard and fast rules. In fact, innovators and market leaders who want to implement experiences of tomorrow shouldn’t be followers. Curiosity and critical thinking should lead the way. Uncovering pockets of opportunity that can change market strategies and transform experiences should be the goal. 

 

That’s why we gathered insights to facilitate a different type of conversation. Is safety indeed the number one priority for customers across demographics and customer groups moving into a post-pandemic world? Or will businesses see digital experiences abandoned and customers eagerly flooding their physical stores? 

 

We have to admit, the results of our research surprised us. And they might surprise you, too. 

About the
survey

The Data-Driven Insights Into Evolving Customer Experience Report relied on quantitative research, surveying 1,010 individuals ages 24-65+ from across the U.S. through the Harmon Research consumer panel. Respondents were asked a series of questions in order to understand changing customer behaviors, perceptions, and needs before, during, and after COVID-19.

 

The online quantitative survey was conducted in April 2021. Some of those surveyed work from home, while others work in an office. Income levels varied, as well.

1,010

Individuals surveyed from across the U.S.

24-65+

The average age of individuals surveyed about their COVID-19 experience

Key Highlights

Customer behavior changed as a result of the pandemic, but not as starkly as we initially believed it would. While respondents willingly tried several new customer experiences during COVID-19, they also yearn to return to in-person experiences that were the norm in 2019.

Convenience Is Still King

Convenience is still King when it comes to developing experiences that meet customer expectations and needs. Despite many brands focusing on health and safety, survey respondents clearly identified convenience as their top expectation and need. Safety came in second with all age brackets, with the exception of Gen Z.

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Digital Experiences Increase Customer Sentiment

Majority of respondents who used digital experience provided by businesses during COVID-19 reported a more favorable impression of the business, proving that flexibility to choose their own “adventure” is essential for the post-COVID customer.

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Hybrid Experiences Are More Important Than Ever

More than half of respondents said they want to return to in-person experiences once COVID-19 is over. This highlights a need for brick & mortars to connect in-person with digital experiences in stores to offer one cohesive, seamless experience that empowers customer engagement, value realization,  and increased brand affinity.

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Digital Experiences Aren’t Universally Accessible… Yet

Interest in accessing experiences that are solely digital decreases with age – typically dropping off starting with the 45-54 age demographic. Sixty-six percent of respondents 55 and older reported no desire to continue any type of digital experience post-COVID-19. This highlights a growing need to personalize experiences and provide education by persona groups and digital literacy in order to drive greater adoption and long-term engagement. 

Convenience Is Still King

Convenience is still King when it comes to developing experiences that meet consumer expectations and needs. Despite many brands focusing on health and safety, survey respondents clearly identified convenience as their top expectation/need. Safety came in second with all age brackets except Generation Z.

key-highlights-convenience

Digital Experiences Increase Customer Sentiment

Majority of respondents who used digital experience provided by businesses during COVID reported a somewhat or much more positive impression about the company providing it, proving that allowing consumers options to choose their own “adventure” based on their preferences and time restraints is essential for the post-COVID consumer.

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Offline Hybrid Experiences Are More Important Than Ever

More than half of respondents said they want to return to doing everything in-person once COVID is over, which highlights a need to bring digital transformation efforts into storefronts to connect the experiences and offer one cohesive, seamless experience that empowers customer engagement, value realization and increased brand affinity.

key-highlights-accessible

Digital Experiences Aren’t Universally Accessible… Yet

Interest in accessing experiences exclusively digitally decreases with age, typically dropping off starting with the 45-54 age demographic. 66% of respondents 55 and over reported no desire to continue any type of digital experience in a post-COVID world. This highlights a growing need to both personalize experiences and provide education by persona groups and digital literacy to drive greater adoption and long-term engagement. 

How does this impact the future of your industry?

How should your business continue driving and investing in digital transformations as customers leave their homes and embrace the COVID-19 reentry phase? Download our industry insights below to use while crafting a holistic plan. 

Healthcare
Use of telehealth saw some of the greatest increases compared to other digital customer experiences, with 63% of respondents saying they used telehealth medical visits over the last year, and 59% using them more than before the pandemic. The demographic that reportedly used telehealth services more during COVID-19 versus before fell between the ages 24-36, closely followed by respondents ages 37-54. Our survey results illuminated a sharp decrease in telehealth adoption during COVID for those 55+. This highlights potential barriers for patient groups who are less digital literate.
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Insurance and Finance
Mobile banking saw huge use and adoption during the pandemic, with 85% of respondents confirming the use of mobile banking during the past year, and 46% of respondents saying they used it more than before the pandemic. However, only 24% say they plan to use mobile banking technologies and services once COVID-19 ends. Respondents between the ages of 24-44 engaged with mobile banking & insurance services almost twice as much as those 65+. Without improved education and/or removing digital literacy barriers, these digital experiences will likely only be embraced by Generation Z and millennial post-pandemic customers.
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Retail
Grocery stores and delivery services successfully attracted new customers across all age brackets, with those 55+ being primary users during the pandemic, due to safety concerns; however, only 31% of people who tried grocery delivery services plan to use them once COVID-19 ends, illuminating potential barriers and friction points to be addressed to ensure continual digital adoption. Convenience was cited as the top benefit for all digital retail experiences, including BOPIS, DTC, online shopping, and subscription models.
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Education
44% of respondents said they participated in virtual educational classes or courses during the past year. On average, of those who participated, 49% said they engaged with e-learning more than before. An increase of virtual education was greatest for those between the ages of 37-44 (62% of respondents who reportedly engaged with e-learning did so more than before COVID), followed by age groups 24-30 (52%), 45-54 (52%), and 31-36 (50%). 42% of respondents 55+ reportedly use e-learning more during the pandemic than before. At least a fourth of all respondents plan to continue e-learning courses in the post-COVID world.
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Want more industry insights? Download our full report.

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“Experiences are what draw customers into a brand and keep them hooked over time.  It’s the strongest differentiator and next competitive frontier for brands.  Markets are disrupted and new markets are created when a new entrant is able to take CONTROL of the experience.  Making an investment into your experience today will enable you to control the experiences of the future.”

Jesus Ramirez

Vice President of Strategy & Innovation

The 5 Pillars of Future CX Design

So, our survey results ended up challenging predictions made by larger organizations in 2020 and even early 2021. But the fundamentals for crafting and driving excellent customer experiences are only reinforced by the survey results. Business leaders and changemakers dedicated to prioritizing, strategizing, and implementing new experiences for the post-COVID customer should keep five things in mind as we progress further into the pandemic’s reentry phase:

01

Digitize the Traditional

Because of COVID-19, customers have become a lot more familiar with and accepting of digital experiences. This provides organizations and companies with opportunities to improve and streamline the overall experience for employees and customers by digitizing what was traditionally done in person.

02

Lean Into Personalization

Personalization is now a key factor in driving customer loyalty. Providing individualized attention helps remove digital barriers and build emotional bonds with customers by giving them the control back and making them feel understood and valued.

03

Provide Curated Education

Many companies and organizations across industries struggle with customer retention and engagement, which prevents customers from realizing the full value of their services or offerings. By improving educational offerings (personalized to meet the needs of different customer groups) and increasing learning opportunities through omnichannel marketing, brands can help customers discover, navigate, adopt, and engage with services, products, and/or offerings faster and for longer periods of time.

04

Bring Your Digital Transformation In-Store

As our research suggests, people are ready to return to in-person experiences. But that doesn’t mean companies and organizations should halt digital transformation. Instead, it’s important to bridge in-person and digital experiences by implementing digital transformation strategies into the physical spaces to create cohesive brand experiences, rather than differentiated ones.

05

Rely on Data to Continually Iterate & Improve CX

Data is the key to unlocking cross-functional alignment, agile decision-making, and unstoppable momentum when it comes to customer experience design. By ingesting, aggregating, and analyzing first, second, and third-party data, companies and organizations can better target, personalize, and customize content to satisfy ever-evolving customer needs.

This graph represents the percentage of respondents who utilized specific digital experiences more during the pandemic than they did before.

Final Takeaways

Despite living through a viral pandemic for the past year, what customers still value most in their experiences is convenience. Whether in-person or digital, the customer experience must be easy, pleasant, and frictionless, with value being delivered and realized in a short amount of time. Affinity for supporting local businesses and avoiding human interaction will no longer drive purchasing behaviors for the post-COVID customer, according to our survey results.  

Safety, though, does have its place. In fact, survey respondents voted safety the second most important factor for customer experiences in most age brackets (excluding Gen Z). This new information calls for businesses to shift their thinking and look through a new, slightly different lens – one in which experiences are designed with convenience as King, and safety, security, and certainty as “new normal” best practices.

41%

of respondents reported convenience as the primary benefit of using digital experiences during COVID-19

Price and cost savings still played a factor, averaging 20% of respondents’ primary vote. Older customers were more likely than younger to choose “safer”as a primary benefit.

Our survey respondents also showed significantly more enthusiasm and affinity towards in-person experiences than we expected. Many anticipated that – after a year of digital-everything – customers would covet the internet for making their lives and daily routines easier. Businesses across industries were forced to speed up digital transformations by five years (simply to remain relevant and stay afloat), and because of customer adoption and preference to digital-first, it was expected that the trend would continue. 

 

But it seems everyone is tech fatigued. While some survey respondents said they plan to continue with digital experiences (grocery shopping delivery ranked higher on that list), 10% said they plan to go back to doing everything in-person once the pandemic ends. Only time will tell whether that desire for in-person activities will persist. Running errands and dealing with customer service lines can lose their appeal pretty quickly.

50%

of survey respondents reported at least one experience they won’t return to in person after the pandemic is over. In-person banking is the experience they are most likely to avoid.

As we saw earlier, 85% reported using mobile banking during the pandemic, and close to half of those said they used it more than before the pandemic. However, on the flip side, it’s important to note that half of respondents said they want to return to doing everything in person, post-COVID.

So, as people venture out of their homes and in-person business bounces back, should the digital-first transformation be put on pause? No. Many companies may do that. They may be forced to, so that they can recoup some of what they lost, but for others, it’s an opportunity to become leaders and pioneers in delivering exceptional hybrid experiences. Because one day soon, there will be no differentiated experiences. In-person and digital will (or should) be one in the same. 

 

With this, leaders are called to empower internal teams to be change makers and use this reentry phase as an opportunity to be one of the first to offer cohesive, connected hybrid experiences. When done right, it’s these that will drive differentiation, fuel business growth, increase customer engagement, and empower ongoing value realization. Because innovation is the key to unlocking unstoppable momentum. 

 

Now is the time, and experience is everything.

Turning Insights Into Action:

Our client had a goal of growing revenue from $3 billion to $10 billion in five years. Learn how we used consumer insights & competitive research to set the vision & rally stakeholders around new future state plans.

What's next?

There are efficient and effective strategies that can be employed by any industry to identify gaps or opportunities throughout the customer journey and brainstorm for innovative solutions to meet the post-COVID customers’ needs.

 

Some common practices used at Tallwave to help brands optimize the conversion journey, reduce churn, accelerate value realization, acquire new customers, and expand into new markets include holistically mapping the customer experience; redesigning specific elements of the user journey; conducting qualitative and quantitative research to inform core consumer group and competitive market decisions; facilitating design studios to help teams envision and implement tomorrow’s experiences; utilizing proprietary tools to breakdown data silos; and optimizing performance marketing strategies to increase customer engagement, share of voice, and overall brand awareness. We’re ready to help you craft an exceptional customer experience and unlock unstoppable momentum. Are you?

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Categories
Customer Engagement Uncategorized

9 Metrics That Help Measure Customer Engagement

Gaining new customers is only half the battle when it comes to sustaining a healthy business — keeping customers engaged and loyal to your company long-term is just as important. Sometimes, that’s easier said than done, especially considering the changing nature of customer preferences.

 

Most companies are challenged with constantly iterating their customer engagement strategies. Oftentimes larger enterprise companies bear more of that brunt in order to maintain market share as more agile upstarts join the scene.

 

Also read: Data Driven Insights Into the Evolving Customer Experience 

 

Case and point: A large entertainment and communications firm – despite having experience that predates the internet – came to us with plummeting retention rates. Identifying the cause of their customer churn was essential to strategizing and implementing an improved experience for the future. By conducting research to understand the end-to-end customer journey, we were able to uncover and map out internal and external stakeholder perspectives at each stage. Using that information, we identified which stages in the journey had the greatest impact on customer loyalty. Then we were able to create a prioritized list of suggested improvements to enhance the customer experience and drive a greater bond between the business and their audience.

 

It’s this kind of work that can make the world of difference when it comes to increasing customer engagement.

 

Reducing friction and inspiring trust are the cornerstones of customer engagement today. A recent Salesforce study found that 95% of consumers said trust makes them more likely to remain loyal while 80% said the customer experience is just as important as the product or service.

 

Reviewing the journeys your customers take helps to identify ways to increase convenience and drive engagement, which is essential for success. Here are some top methods to measure customer engagement.

Reducing friction and inspiring trust are the cornerstones of customer engagement today.

Top Customer Engagement Metrics

There are a variety of metrics you can use to create a full picture of your customer experience and increase customer engagement. Here are some of the most frequently used methods::

1. Net Promoter Score (NPS)

NPS is the leading metric for measuring customer satisfaction and loyalty. This is accomplished by asking customers one, simple question to rate the likelihood that they would recommend a company, product or service to a friend or colleague. The rating is on a scale of 0 -10, with zero being “not at all likely” and 10 being “extremely likely.”

 

How to calculate: Respondents are divided into three groups based on their score.

 

  • Promoters: (rated 9-10) are loyal customers who will also refer others to your company.
  • Passives: (rated 7-8) are satisfied, but not enthusiastic.
  • Detractors: (rated 0-6) are unhappy customers and could potentially damage your brand by spreading negative reviews.

To calculate your NPS score, subtract the percent of Detractors from the percent of Promoters. Here’s what the formula looks like: % Promoters – % Detractors = NPS. Your NPS can range anywhere from -100 to 100 depending on your ratio of promoters to detractors.

% Promoters - % Detractors = NPS

How it infers customer engagement: Your NPS score is a good measure of your customers’ overall perception of your brand. Customers who fit the Detractor category are unhappy, these are the customers most likely to speak poorly about your brand to others or leave negative reviews. Customers who fit the profile of Passives are not excited about your business and are unlikely to be loyal if a competitor comes along with a sweeter offer. Customers who are considered Promoters are not only loyal, but will act as ambassadors for your company. It’s best to compare your NPS to others in your industry and also to your past scores to monitor any changes in your customers’ perceptions.

 

Also read: The What, Why, & How Of Customer Behavior Analysis

 

Best for: This classic customer engagement tool is best for gaining a high-level understanding of customer experience and how loyal your customers are.

2. Customer Satisfaction (CSAT)

CSAT is short for Customer Satisfaction Score. It is a popular metric to gauge customer satisfaction levels for a specific product/service or action you took rather than an ongoing customer relationship.. A CSAT score is expressed as a percentage (100% to 0%). Using the results from a customer surveys that ask respondents to “Rate their overall satisfaction with the goods/services they received. Respondents use the following 1-5 scale:

 

1 = Very Dissatisfied (or Very Bad)

2 = Somewhat dissatisfied (Poor)

3 = Neither satisfied nor dissatisfied (Neutral)

4 = Somewhat satisfied (Good)

5 = Very Satisfied (Excellent)

 

How to calculate: To understand your CSAT, you’ll want to divide the number of satisfied customers (represented by those who responded with a 4 or 5 ) by the total number of customers.

 

Use this formula to calculate: Number of satisfied customers (4 and 5) / Number of survey responses) x 100 = % of satisfied customers

Number of satisfied customers (4 and 5) / Number of survey responses) x 100 = % of satisfied customers

How it infers customer engagement: Your CSAT score is helpful to measure customer satisfaction after an experience or touchpoint with your business. It’s not typically used to represent customer engagement over time, since it’s a snapshot of how each individual customer was feeling during the exact circumstances of the survey.

 

Best for: CSATs are typically easier to collect than other data points because you’re not asking a lot of your customers. CSATs are also easily understood across many channels of your organization. This makes them ideal for creating company-wide benchmarks that you can update consistently.

3. Customer Lifetime Value

Your customer lifetime value indicates how much your company can expect to earn across an entire relationship with a customer from start to finish. Segmenting your customers by lifetime value can help your company get strategic about the most important groups to engage for long term revenue growth.

 

How to calculate: Before you can calculate the customer lifetime value, you need to know the average customer value. You do this by determining the average purchase value and then multiplying that by the average number of purchases. That first formula looks like this: Average Purchase X Average Number of Purchase = Customer Value.

Average Purchase X Average Number of Purchase = Customer Value

Then, put that number into the following formula: Customer Lifetime Value = Customer Value X Average Customer Lifespan.

Customer Value X Average Customer Lifespan = Lifetime Value

How it infers customer engagement: It goes without saying that the happier your customers are with your product or service, the more likely they are to continue purchasing renewals or upgrades. Focusing on improving your customer lifetime value typically means you’ll surround customers with support and incentives, which can also lead to higher customer engagement scores. Best for: Compare your customer lifetime value to the cost of acquiring new customers so you can understand if your value realization is strong enough to offset the marketing or sales costs associated with generating demand.

4. User Activity

User activity measures how many unique customers are interacting with your product or service in a specific time frame — typically daily or monthly. This is an ideal customer engagement metric for SaaS companies or apps.

 

How to calculate: Calculating daily user activity hinges on accurately defining what you’ll consider a user and an activity. To get a strong sense of how users are interacting on your platform, you might want to count actions such as pulling reports or collaborating with team members instead of merely sign ons or app opens.

 

How it infers customer engagement: By measuring activities that would only happen if the user was engaged — like creating reports, for example — you can begin to understand how often your users are incorporating your features into their lives. If you notice some features are under-utilized, this could be a warning sign that your customers aren’t fully engaging with the potential of your offerings.

 

Best for: This metric is best for understanding what features of your product are most engaging for customers, so you can continue to iterate on these and improve your value realization opportunities.

 

Also read: How to Holistically Map the Customer Experience

5. Visit Frequency

Measuring the visit frequency shows you how often the same customer returns to your site or store location. This helps you to understand how familiar your customers are with your brand and the extent to which they are actively seeking your company.

 

How to calculate: Using Google Analytics, you can pull a count-of-session report to understand visit frequency to your website. Measuring visit frequency for brick-and-mortar locations has historically been more difficult, but new technology, such as Ripple Metrics, can actually measure return frequency in addition to other actions your customers take in store.

 

How it infers customer engagement: If you have many of the same customers returning over time, this shows a higher level of engagement. However, if you have customers visiting your site or location once and not returning, this shows you have more work to do in order to foster customer loyalty.

 

Best for: Visit frequency can be seasonal. For example, if you work at an oil change garage, you might only expect customers to return once every six months. That’s why measuring visit frequency is a good metric for companies that understand what the patterns of a happy customer look like. Gain clarity on the big picture of your customer journey so your visit frequency inferences will be valuable.

 

6. Screentime

Measuring how long a customer spends on your site can tell you how valuable your content is and the extent to which you are helping to make the lives of your customers easier. If your customers spend a long time reading an article or watching a video, congratulations, that means you gave them something to stick around for.

 

How to calculate: Using your website analysis tools, you can pull a report to specify the total time on site or get specific to understand how long customers are spending on each page.

 

How it infers customer engagement: If you notice customers are routinely spending a few seconds on each page, that could be a sign that your website content is not engaging. Typically the first action users take when they realize a webpage doesn’t have the information they need is to close it and move on to the next one. This metric can help you determine what content is hitting home with your customers and what needs more work.

 

Best for: This metric is essential if you rely on content marketing to drive sales or improve the customer experience.

Understanding your customer engagement isn’t always a matter of gathering the most information, but of understanding which metrics to focus on.

7. Pages per Session

Pages per session shows you the average number of pages a visitor to your website reads before they leave your website. Similar to screentime, this metric can show you the extent to which visitors are enjoying your website and gaining value from it.

 

How to calculate: You can determine the pages per session by dividing the total page views by the total amount of sessions for any given time period. If you use Google Analytics, this number should automatically be pulled for you through the program’s standard reporting in the acquisition overview section. To get more detailed, remember to segment by source. You might find that visitors coming from one channel are more heavily engaged, which could influence how you spend advertising dollars.

 

How it infers customer engagement: If you have a high number of pages per session it’s likely visitors to your site are finding a lot of useful information and that you are providing a quality user experience. If you find this metric drops over time, it could signal that you need to revisit your content or maintain your website.

 

Best for: Use this metric to understand how well your website is performing when it comes to serving your customers.

 

8. Churn Rate

Your churn rate measures the number of customers who are concluding their relationship with your business over a set period of time. For example, if you are a service with subscribers your monthly churn rate would show the percentage of users who have cancelled their subscription each month.

 

How to calculate: Calculating your churn rate is simple, just divide the number of customers who have stopped doing business with you by the total number of customers. For example, if you have 20,000 subscribers and 1,000 cancelled last month, you would have a churn rate of 5% for the month.

 

How it infers customer engagement: If you have a high churn rate you can infer that somewhere along the line your customers are becoming disappointed. You’ll need to do some work to understand where in the journey they are seeing less value so you can improve these pain points and extend the customer lifespan.

 

Best for: This is a good metric for softwares or subscription services that rely on monthly recurring revenue.

9. Social Media Engagement

Your social media engagement can show you how interested your customers are in hearing from you and sharing about the work you do. A high social media engagement rate doesn’t always equate to increased sales, but it can definitely help guide your team to know if you’re on the right track in developing rapport, loyalty and strong word-of-mouth.

 

How to calculate: To get a high-level view of your social media engagement, measure your average engagement rate by adding the total number of engagements on a given post (this includes likes, comments and shares) by your total number of followers.

 

How it infers customer engagement: If your social media engagement numbers are low, this could be a sign that you need to do more work providing daily value to your current customers to turn them into brand evangelists. Not all companies rely on social media though, so if your social engagement numbers are low but you have another channel that does well, such as a newsletter, you might want to weigh both sets of metrics against each other before taking action.

 

Best for: Social media engagement can help companies understand how well they are doing when it comes to creating brand awareness and enthusiasm.

Bottom Line

Understanding your customer engagement isn’t always a matter of gathering the most information, but of understanding which metrics to focus on. Every brand should choose a handful of metrics that matter most to their business operations. Depending on your goals, there are only a few metrics that should be tracked regularly to gauge engagement, loyalty, value realization and growth. For the client we mentioned at the start of this article, we were trying to solve for high customer churn. We decided to narrow available data down so we were only focusing on mapping customer satisfaction. We felt this metric could most accurately predict churn. By understanding where in the journey customers were least satisfied, we were able to identify where drop off occurred.

Curious how the evolving customer experience is changing customer sentiment? Check out our recent research report, or contact us today.

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The What, Why & How of Customer Behavior Analysis

Case and point: COVID-19. The pandemic put physical experiences on an indefinite pause and demanded businesses accelerate digital transformations to meet consumer needs. As discovered in our “Data Driving Insights Into the Evolving Customer Experience“, many consumers have not only adopted, but have a new-found affinity for some of those digital-first experiences, including telehealth, mobile banking services, and retail subscription models.

 

Now, as pre-pandemic norms start to make their comeback, businesses must reassess how pandemic-purchasing behaviors and changes in media consumption will continue to shift customer expectations, and – as a result – demand new marketing behavior, as well.

 

We saw this first-hand while helping a client map out and navigate the shifting landscape of food supply and distribution. COVID-19 altered the way in which restaurants do business and created a highly changing and dynamic situation for the industry. But before they could alter the customer journey to meet new everyday business needs, they needed to complete a customer behavior analysis and reconsider their customer segmentations. By conducting a customer survey that included 580 decision-makers within the food/supply ordering chain, we were able to pinpoint specific ways COVID impacted the customer journey (specifically menu evaluation, product selection, and ordering). Additionally, attitudinal segmentation helped us uncover new strategies for supporting each of their core customer groups. At the end of the day, it’s a crucial exercise that can drive increased value realization, customer engagement, loyalty, and market share.

 

So, ready to conduct your own customer analysis? Let’s get started.

Customer Analysis and Customer Segmentation 101

Before we dive in, let’s drive alignment around the definitions of and differences between customer analysis and customer segmentation.

What is customer analysis and customer segmentation?

Customer analysis is the process of researching your customers, using both qualitative and quantitative methods, to develop insights and understanding. Customer segmentation involves using those insights to divide customers into groups centered on similar characteristics.

Why is customer analysis and segmentation important?

Customer analysis and segmentation helps you better tailor your offerings and messaging to add value for your customers, addressing their specific use cases. Survey data from McKinsey shows companies using customer analysis to improve their services consistently outperform their competitors. The results showed 93% of companies whose corporate decisions were driven by consumer analytics earned greater profits than their competitors, that number jumped to 112% for sales growth and 115% for return on investment.

 

Also read: How to Holistically Map Your Customer Experience

Businesses must reassess how pandemic-purchasing behaviors and changes in media consumption will continue to shift customer expectations, and demand new marketing behavior.

A Customer Analysis Framework to Increase Customer Engagement

There are four stages that any customer analysis project should follow:

Stage 1: Identify current customers

How much do you truly know about your customers today? Chances are you could have internal data you aren’t fully maximizing that can help you understand more about your customers. This proprietary data could help you form insightful survey questions to ask your customer base so you can get a strong understanding of what drives their purchases.

 

Remember to ask questions that help you understand:

  • Market-based trends influencing purchase decisions.
  • Disruptors, such as changes in technology, that are changing your industry.
  • Competitors that are gaining momentum.
  • Information about your target audience that is missing or inaccurate.
  • Where you can maximize return on investment throughout the customer journey.

Stage 2: Break customers into subgroups based on traits and motivations

After analyzing your internal and survey data, you’ll want to start segmenting groups based on what motivates their purchase decisions. In the case of the leading food service company we mentioned above, we were able to segment customer profiles based on:

  • The level of decision making authority
  • Job role
  • Location — urban, suburban, rural or other
  • Restaurant type
  • Price sensitivity

Although these probably won’t be the exact same segments you’ll use to understand your customers, they give you an idea on how to structure your approach. You want to create segments around realities that could influence what products or services customers want from you and how much they’re willing to spend.

Stage 3: Outline customer groups needs

Once you understand your customer groups, the next step is digging deep into their specific needs. For the example above, we asked questions such as “How long has your business had to close as a result of COVID-19?” or “How have your weekly supply needs changed as a result of the pandemic?” Questions like these help assess new trends for each use case and where customers are experiencing pain points.

 

Needs can develop through a number of avenues so be sure to understand the following when trying to get to the bottom of what customers are actually looking for:

  • Pain points
  • Values
  • Motivations
  • Influences
  • Benefits

Stage 4: Pinpoint solutions for each customer group

Once you know who your customers are and what they’re looking for, you can start to solve the problem! This is where your company will really shine and how you’ll differentiate yourselves from competitors.

 

Here are some solutions you can start to get creative with:

  • What improvements do you need to make to your core offerings, technology or customer service?
  • What resources can you create that would help your customers use your product or navigate their industry?
  • Is there a new product or offering that would highly differentiate your company from competitors?

Also read: How to Use Design Studios For Innovation

Techniques to Improve Customer Analysis

We have a lot of experience with customer analysis and over the years we have found these simple adjustments help create superior customer profiles and insights.

Combine data to create detailed buyer profiles

Using both qualitative and quantitative data can help you create a full picture when it comes to understanding your customers. Qualitative data refers to information you gather from first person interviews, focus groups or observations you make in the field. Quantitative data uses internal metrics and survey results to structure the themes that could be arising from your qualitative information. Using these in tandem can help you understand both functional and emotional drivers to create multi-dimensional profiles.

Customer journey mapping

Customer needs and motivations might change throughout their lifecycle, so it’s important to map their journey so you can pinpoint areas where you might be of greatest assistance (and achieve maximum return on investment). Here’s what to remember when you start customer experience mapping:

  • Chart the important turning points in their journey using the qualitative and quantitative data you’ve collected.
  • Look internally, who are the stakeholders in your organization that are responsible at each part of the sales process?
  • Does your internal map follow the reality of the journey your customers are going on. If not, where do they diverge and how can you adjust your processes to better accommodate for your customer experience?

Tools to ingest, aggregate, and analyze datasets

Data can easily become overwhelming; trying to collate information manually is likely to take a lot of time and cause you to miss themes. Using data software can help eliminate these two problems.

At Tallwave, we empower proprietary software for our clients to help process data, pinpoint customer pain points, and map a digital journey from start to finish. Using a software like this that aggregates all data sources is essential to making sure your customer analysis project gets done on schedule, and is as accurate as possible.

Plan for the design studio and think outside the box

A design studio is a rapid iteration process that helps your team collaborate and align so you can creatively tackle inefficiencies and improve the user experience across your entire organization. This approach could help you understand the way your entire team is approaching the process and arrive at solidified decisions together.

 

If you take a design studio approach, we recommend setting some rules to encourage creativity. Make sure everyone participating is ready to create, not watch. This includes even those who are inexperienced or feel more comfortable watching! Reimagine possibilities together in a space where everyone’s ideas matter.

Create customer feedback system to power agile innovation

Once you’re ready to implement changes, you’ll want to make sure you have a method that allows you to listen to your customers and respond to their feedback fast. Your customers can drive your innovation, so make sure you’re consistently gathering qualitative and quantitative data about them to iterate and continue providing solutions that meet their ever-changing needs!

The Bottom Line

Customer behavior analysis helps businesses across all industries understand where they currently stand and where they need to go in order to improve the holistic customer experience, accelerate value realization, increase customer engagement, and develop new digital-first experiences. As a result of this process, we’ve managed to to improve the ways in which our clients leverage technology and integrate new features to not only understand evolving consumer behaviors – as seen during the pandemic – but plan for their future CX needs.

Want more information about evolving customer behaviors and needs? Read our latest research report or contact our team today.

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