新湖畔网 （随信APP) | 失去顾客了吗？专家揭示5个会影响你网店的关键数据错误

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各个品牌都知道，在市场竞争日益激烈的情况下，提供出色的“当下”顾客体验可以帮助它们与竞争对手脱颖而出。

然而，像Adobe公司的2024数字趋势报告这样的调查显示，仅有26%的顾客将其与品牌的数字体验描述为“卓越”，这清楚地表明许多品牌在提供顾客体验方面仍有很长的路要走，才能与顾客期待相匹配。

公司拥有大量顾客数据，但这些数据如何被利用呢？哪些常见的顾客数据错误导致潜在顾客将业务带到其他地方？

Adobe公司进行的2024年研究揭示了应该避免的常见顾客数据错误，以及如何将那些辛苦争取到的顾客互动转化为终身忠诚度的见解。

从报告中，不容忽视的主要数据错误包括：

未利用顾客数据进行个性化

Adobe的研究发现，优先考虑个性化的公司实现的转化率是仅有基本个性化的公司的十倍。Adobe的数字趋势研究还发现，73%的消费者更愿意与个性化营销材料（如电子邮件）进行业务往来。

通过利用数据为所有客户创建个性化方法，公司可以通过一对一的体验建立忠诚度，并通过个性化的优惠和促销活动识别增值交易机会。

Adobe的实时客户数据平台（RTCDP）在这个过程中发挥作用，它可以统一各种触点上的客户数据，帮助企业创建实时客户档案，提供有针对性的消息和个性化体验，以提升转化率并促进客户忠诚度。

未利用人工智能实现更好的个性化

人工智能在顾客体验旅程中变得越来越重要，帮助分析大量数据，如购买历史、浏览趋势和社交媒体互动，提供更深入的见解和更精细的顾客定位。个性化还需要大量的内容。

Adobe的数字趋势研究还发现，公司有能力从个性化中获得比增长较慢的组织多40%的收入。

未为顾客提供额外的在线支持选项

近50%的全球消费者在过去12个月内通过在线支持选项（如第三方消息平台、应用程序和移动或桌面网站）与品牌互动。此外，86%的消费者愿意为卓越的客户体验支付更多，而64%的消费者在积极互动后更倾向于推荐一个品牌。

今天的顾客期望能够迅速解决任何客户服务问题，并且期望可以根据当时最便利的渠道。他们还希望，如果从一个平台移动到另一个平台，他们的详细信息和服务请求的详细信息可以自动传送到下一个平台。

对品牌来说，关键不仅在于确保客户有多种选项来解决问题，还要确保每个平台都能够实时连接，提供促进忠诚度的实时帮助。

未创建一致的全渠道策略

全渠道营销策略可以整合电子邮件、在线和社交媒体等营销渠道，允许顾客在各个渠道间无缝移动。数字显示，优先考虑全渠道营销的企业获益匪浅，有80%报告增加收入，72%报告盈利。

尽管如此，Adobe发现37%的品牌专业人士未能实施能够覆盖每个渠道的策略。

网站副本中的拼写错误

确保在发布前对所有网站副本进行拼写检查至关重要，因为产品描述和订购页面上的拼写错误会让网站显得业余、不专业和不值得信任。

Weak US jobs data for August fanned fresh worries about a recession in the world's number-one economy - Copyright GETTY IMAGES NORTH AMERICA/AFP JOE RAEDLE

Brands understand that in a crowded market, delivering an exceptional 'in the moment' customer experience can set them apart from competitors.

However, surveys like Adobe's 2024 Digital Trends report show that only 26 percent of customers rate their digital experience with a brand as "excellent", indicating that many brands have room for improvement to meet customer expectations.

Businesses possess a wealth of customer data, but how is this data being utilized? What common customer data mistakes are driving potential customers away?

The 2024 study, conducted by Adobe, highlights the customer data mistakes to avoid and provides insights on turning customer interactions into long-term loyalty.

Key data mistakes from the report include:

Not leveraging customer data for personalization

The study by Adobe shows that companies focusing on personalization achieve ten times more conversions compared to those with basic personalization. It also reveals that 73 percent of consumers prefer businesses that personalize marketing materials like emails.

By using data to create personalized experiences for customers, companies can enhance loyalty through tailored interactions and identify upsell opportunities with personalized offers and promotions.

Adobe’s Real-Time Customer Data Platform (RTCDP) plays a crucial role in unifying customer data across various touchpoints to deliver targeted messaging and personalized experiences that drive conversions and foster customer loyalty.

Failure to harness artificial intelligence for better personalization

AI is increasingly used in the customer experience journey to analyze data like purchase history, browsing behavior, and social media interactions for deeper insights and refined customer targeting. The study by Adobe also indicates that companies can generate 40 percent more revenue through personalization compared to slower-growing organizations.

Failure to provide customers with additional online support options

Almost half of global consumers have engaged with brands through online support options like messaging platforms, apps, and websites. Additionally, 86 percent of shoppers are willing to pay more for exceptional customer experiences, with 64 percent likely to recommend a brand after a positive interaction.

Customers expect quick resolution of service issues on convenient channels, with seamless transitions between platforms while maintaining service details.

Brands must offer multiple support options and connected platforms to provide real-time assistance that builds loyalty.

Lack of an aligned omnichannel strategy

Omnichannel marketing integrates channels like email, online, and social media for seamless customer transitions. Businesses that prioritize omnichannel marketing see increased revenue and profitability, but Adobe found that 37 percent of brand professionals struggle to reach customers across all channels.

Spelling errors in onsite copy

Spell-checking onsite copy is crucial to avoid spelling mistakes that can make a website appear unprofessional and untrustworthy, particularly in product descriptions and ordering pages.