Using Data to Communicate Brand Value

A brand’s customer experience is only as good as its ability to reach the right customer, at the right time, via the right channel. To do that, you need data. But how do you find the right data? And how do you leverage that data to not only to understand your customers better, but to also help your customers understand the value of your brand?

Here’s an example of a brand that does it right. As a member of Southwest’s Rapid Rewards program, I get a monthly email from them that shows how many miles I’ve flown so far and how many more I need to reach the next reward level. This data gives me an understanding of where I’m at and what I’m working toward. It also reminds me of the value of being a Rapid Rewards member.

Another example. Imagine you sell an enterprise software solution that helps companies with product registration (ahem). When a client’s CFO is reviewing their budget, you need that person to know the value that the company gets from your solution. It’s not enough that they know it has “something to do with product registration.” They need to know how many customers your solution helped them engage with via registration, and what were the tangible benefits of this engagement (additional revenue, customer reviews, etc.). Communicating that data to the client – at the right time and in the right way – enables them to understand the true value of your solution.

For Client Success Managers who are drowning in data, the first question should be “What value do we provide to our customers?” Once you know that, then you can identify which data supports your value proposition and how you’ll communicate it to your customers so that they really “get it”.

I’m honored to be discussing this topic at SIIA’s Deciphering Customer Success event on Thursday, March 23 in Denver. As moderator of the “Own Your Customer Data” panel, I’ll be talking with executives from ClientSuccess, Satrix Solutions and Actifio. I look forward to hearing their advice and best practices for how to use data from various sources to engage with customers and communicate brand value.