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Improving Buyer Experience through Customer Data

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Gain more insights into the aftermarket space to improve how a customer feels – every time you send an offer, provide a service, or advertise a new product. A digital registration platform integrated with analytics can make an organization’s customer-experience strategies powerful. 

Organizations often lack one-on-one interactions with the most important stakeholder in their business — the customer. Businesses need to capture detailed customer expectations of the products they use. When businesses understand those expectations, they will understand the users’ experience and know what proportion are going to become brand ambassadors.

Registering products after sale requires just a mobile device. Even without one, a simple online data-capture form links the organization to a host of information, which can be used to improve customer experience in the aftermarket. However, to add value throughout the product lifecycle, companies need to interact with customers, analyze the data, and determine what customers want and what they may need in the future. Then companies need to respond to that data and improve services and new products accordingly.  I think the part about a mobile device is unnecessary.

Why a Digital Platform?

A digital platform cost effectively streamlines omnichannel communication. Using the data, you can inform customers of the latest mix of offers, insider information, warranty liabilities, and product-use tips — exactly how the customers prefer. This increases customers’ tendency to rely on one brand. Capabilities to integrate the product-registration process with analytics gives an organization the power to improve customer experience holistically. A multi-channel brand engagement model is the foundation for cross-selling and improving customer confidence and brand loyalty.

Stressing Simplicity

The importance of convenience can never be under-estimated in a customer-facing process. The registration, and all the activities thereafter, should be designed accordingly. A single digital platform at the OEM’s end that allows the customer to interact with the company is increasingly being considered. After the sale, a customer should be able to register the product by QR code or bar-code scan, social media plug-ins, a mobile app, or a website. These channels provide the company with a data set, which includes valuable personal information, feedback, and customized tips on benefiting from the product. The communication from the OEM’s end may differ depending on age, location, product details, etc.

Analytics and Automation

Software capabilities to use the information gathered are vital. Analytics helps an organization use registration-level information to deliver improvements and customized information. From identifying issues customers may have to cost-effective changes in product design, analytics plays an instrumental role in converting data to insight-driven actions. With simple dashboards supported by back-end intelligence, a product-registration platform, integrated into the rest of your technology setup, improves brand image. The AI-automated, customer-facing activities align services and products to market preferences.

Organizations need to ensure simplicity in the customer’s registration platform interface. The challenge with that is striking a balance between respecting the customer’s time and maximizing the feed for analytics. The value generated each time is directly proportional to the depth and accuracy of data discovered. Interactive data also plays a vital role. With data backing your organization, you can maximize the engagement through the right content and improve insights in the long run.


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