Intelligent Customer and Opportunity Insights

Check the history of your customers to see who are the most loyal, the ones who have been buying your products the longest. Also look for the most profitable ones, the ones that have bought the most of your products. It analyzes all the available data to be able to build your profile and use it later.

A special category of customers are known as “Early Adopters”: the first customers to buy a new product or service. You must have a specific record for them and consult it every time you want to launch a new product or service. If you can, you should even facilitate the creation of their own space within your web page, in which they can dump all their comments and concerns, thus you will have extremely useful information.

When you carry out the historical analysis of your clients, you must be careful, because sometimes there are not explicit relationships. For example, you may have a customer who buys very little on a personal basis but is a great customer as a manager of his company. You have to try to find these relationships, and you have to be careful with these things.

In any business the most important thing is the customers, the people who buy our products and services. The key is more to satisfy your needs, to offer solutions to your problems than to make the best of products. That is why it is very important to analyze historical data, to know the needs and preferences of customers and thus be able to personalize our offer.

Customers show us their preferences every time they interact with us, when they buy and when they don’t, and we must go through our information systems to find out things like: What are the needs of our customers? What products can satisfy them? What problems do you want to solve with our services?

The answers allow us to personalize our offers, at least to a certain extent: Knowing our clients’ problems makes it easier for us to offer them the services that can best solve them, thus obtaining added and differential value for our products.

Make your employees have access to customer information, especially if they are going to contact one of them. Also when the client is the one who contacts the company. If your agents have the customer’s data when they are in contact with them, their attention will be more personal and, therefore, much better.

The interaction history, like orders and requests, can also provide us with very useful information about the customer’s preferences when it comes to delivering the product, or the presentation they like the most. We can and should use this information to provide a more personalized service, more adapted to each of our clients.

Also it’s important that clientes can access an area where they can consult their contracts and suscriptions and be notified of any aspect that affects these, and also the products and services asociated to them or the different payment methods. This way the confidence they have to your portal will raise.

In case of having an eLearning solution it’s important to provide a way to access their events and tasks (or even ask for them), in addition to visualize their courses and the certificates asociated with them.

Analyzing the historical data allows us to know the needs and preferences of users. They speak to us and show us their preferences every time they come into contact with our company, when they ask, when they buy, when they don’t, when they have bought and have a problem with the product and complain, etc.

We must listen to them, dive into our information systems, use analysis techniques (Business Intelligence) to find out things like: What are their needs? What products can satisfy them? Are your needs more functional or emotional? What problems do you want to solve with our services?  Are they going to be members? Are the going to have privileges for being members?

If we study the history of products and services acquired by an user and compare it with their client profile, we can obtain valuable information: what is it that our clients value and appreciate in our products and services, in our company.

We must also carefully review the opportunities that have not come to fruition, trying to find out the reasons that have failed the sale: was it the price? Does the competition have a similar and cheaper product? Have the sales cycle tasks not been executed well?

On the other hand, reviewing some metrics such as our conversion ratio of opportunities into sales, our customer retention rate or the average time they spend buying our products, we can also get an idea of whether we have satisfied their needs and expectations.

The effort of asking your potential clients is worth it: What are they looking for, what needs do they have, what budget they have, etc. It’s not just about getting answers, it’s also about showing your interest and getting theirs.

It is also a good idea to ask your customers to leave their suggestions and comments on your website: what do they think of the products and services purchased, what is their level of satisfaction with them, would they advise a friend to buy them, etc. This task may appear as a suggestion at the end of a sale.

You can prepare satisfaction surveys, as long as they are short and include the possible answers. In this way, clients’ work is made easier and they are more willing to carry them out, since it takes them little time to carry them out.

For some products, the “beta tester” user technique can be used: It involves registering a user and giving him access to our application, asking him in return to use it and record any faults he finds, or improvements that are made. happen to him. This technique is mostly used in the final testing phase, shortly before the product launch.