Getting to Know You

07/15/19
by Peter von Bartheld

“Getting to Know You” is a show tune from the 1951 Rodgers and Hammerstein musical The King and I. Nearly 70 years later, the lyrics of this song couldn’t hold truer for marketers across industries…

Getting to know you

Getting to know all about you

Getting to like you

Getting to hope you like me

July 18th is the national Get to Know Your Customers Day. In fact, the third Thursday of every fourth month (January, April, July, and October) is national Get to Know Your Customers Day. I’m taking this opportunity to reinforce the importance of knowing the most you can about the people who your messages are intended for when crafting a program. Continue reading to learn a few reasons why having more information about your customers is better, and tips for gathering those details also are included.

Here are a few statistics we know*:

  • Nearly 80% of consumers are more likely to do business with a company that offers personalized experiences
  • 91% are more likely to trust companies with their personal information if they explain how its use will deliver a better experience
  • 52% of consumers would share personal data in exchange for product recommendations
  • 78% of consumers will only engage offers if they have been personalized to their previous engagements with the brand

How can we learn more about who our customers are and what they want? Below are four tips for knowing our customers better…

1. Data-Driven Sources

Sources of data have never been greater. Using evidence-based data—such as Rx data, claims information or ICD-10 codes—or self-reported data—such as lifestyle or health and wellness claims—can provide tremendous insights that will allow marketers to address the right person with the right message.

2. Design and Discover

Build customer profiles and customer journeys to understand all they are experiencing, especially look to discover unmet needs and milestone events. Identifying unmet needs and providing solutions and options will fill a void that will make your messaging sought-after and appreciated, particularly when it is delivered at a meaningful time to the recipient.

3. Provide Choice

By including messaging choice, food/nutrition, exercise, and well-being, along with medical and scientific content, for example, with measurable links to the content, our analytics team can identify user behaviors and habits by identifying selections and patterns made by users. Knowing how customers react to the content provided informs the type of information the marketers could (or should) serve up in the future. Additionally, by making communications available across multiple platforms and channels we can deliver valuable content wherever our customers “hang out.”

4. Ask Them

When you meet someone and you’re getting to know them, what typically happens? People usually take turns asking questions and providing answers. “Where do you live?,” “Where do you work?,” “Have you ever been to…?,” “Do you know…?,” and so on. Something similar should happen between our clients and our customers, and this can be accomplished by collecting the right data on a registration intake form, by asking customers to complete a survey, or simply by clicking a Yes/No response link in a communication.

The output of doing all or a combination of the above suggestions will allow the marketer to learn even more about their customers. The marketer then has the opportunity to customize and personalize messaging that is served up, resulting in information the customer desires and looks forward to receiving and consuming. And isn’t getting customized and personalized information what we as customers all desire?

As Gertrude Lawrence said,

Haven’t you noticed

Suddenly I’m bright and breezy?

Because of all the beautiful and new things

I’m learning about you, day by day

*Sources: ANA | DMA Response Rate Report, 2018 Salesforce Infosys Segment Pure 360 Business 2 Community.