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If you know your customers and users well, you can be sure of understanding their past behaviour and predicting and influencing the behaviour of your prospects. To achieve this level of customer knowledge, it is essential to collect customer data.
If you make good use of the information you collect, you can deepen and leverage your customer knowledge. Collecting personal data should therefore be an integral part of your marketing and purchasing strategy.
Collecting your customers' data has benefits for both your customers and your company.
By transforming the customer data collected into customer knowledge, companies can optimise their marketing, sales and customer loyalty strategies.
In particular, customer insight enables you to understand the behaviour of your current users and predict the behaviour of your future prospects.
By analysing the data we collect, we can reveal new growth drivers, anticipate customer journeys and offer a personalised customer experience even before your user asks for it.
As well as making strategic decisions based on concrete customer data, you can optimise and reduce your marketing investments.
To do this, you can collect data:
For your customers to be inclined to give you personal information, you need to make it clear what you are offering in return. The counterpart most appreciated by customers remains a discount.
Your customers will be all the more grateful if they receive an outstanding user experience without feeling that their personal data has been stolen. Security and consent are paramount in your data collection process and methods. Your methods for collecting customer information must comply with the GDPR.
That said, getting to know your customers by collecting data will enable you to meet and anticipate their expectations, personalise the customer relationship and build loyalty to your company.
So how do you turn your data into a business opportunity? And how do you collect the customer data that is crucial to your marketing and sales strategy? Here are 10 RGPD-friendly methods for collecting information about your customers/prospects.
The world of cosmetics is very good at managing loyalty programmes. Loyalty programmes are probably one of the best strategies for collecting customer data.
These methods make it possible to enrol a large number of customers from the very first purchase. Direct rewards encourage customers to give their details in exchange for points.
The tools allow you to pool both points collected in-store and points collected on the web via partners or your online shop. The advantage of loyalty programmes is that they recover not only contact data, but also the preferences and habits of your customers: personal information with high added value.
This data enables Clarins to better understand the needs and tastes of its customers, to adjust its product range according to the most popular preferences, and to develop targeted marketing campaigns to retain existing customers and attract new ones.
Competitions are a fun way of collecting information. Its anecdotal and one-off nature increases the commitment of your customers and prospects.
The trick to a successful competition is:
1. Always offer something to win, even small prizes
2. Ask for the customer data after the result of the competition if it's a roulette wheel, for example.
3. Set up a competition based on the principle of code sharing / sponsorship link in order to expand your customer databases and retarget profiles similar to your initial customer.
This type of virtual or in-store game leads to very high participation and more efficient lookalike marketing strategies.
The post-purchase satisfaction questionnaire method is used to evaluate the performance of your product. These methods are used in particular in the sports sector to gather information about both customers and products.
In the case of products, this enables us to gather information such as tool performance, ease of use and preferred routines.
It's a way of looking at your customer, optimising the customer journey and improving your product. Yafabrik in particular does this by offering sports routines and collecting customer feedback at the end of sports sessions and the overall customer experience. They can also offer personalised training programmes and recommendations to help customers achieve their fitness goals.
This method is used particularly in the cosmetics sector. myBlend offers online skin diagnostics, for example, mySkinDiag.
This study makes it possible to better target the particularities of the prospect's skin and personalise the future customer's routine in just one click. MySkinDiag is one of the only online skin diagnostics that, as well as analysing skin signs, takes lifestyle into account via a series of questions.
During these surveys, the collection of personal data and precise information on the skin and behaviour of the prospect enables :
Customer registrations can include both subscriptions to your company newsletter and registrations for your events.
Subscription methods allow you to collect customer data such as emails and communicate your news at a lower cost.
With this method, you build up a high-value-added customer base that you can simply retarget to generate upsells and cross-sells. It also enables you to increase customer loyalty by offering them the right content at the right time.
Product registration is a way of collecting both personal customer data such as customer number and e-mail address, enabling you to identify your users, and product usage data.
This is particularly true in the mobility sector. With the customer's consent, you can register their bike for :
Gaya can use this data to improve the design of its electric bikes based on the routes most frequently taken by users. They can also identify areas where there is a high demand for soft mobility and adapt their marketing and distribution strategy accordingly.
This is still one of the most effective ways of gathering maximum customer data. The discount voucher or registration promotion corresponds to the give-and-take method, and the user promise is clear, with no surprises and intelligible to the customer.
The one-off nature of collecting personal information makes participation more impulsive and effective. In particular, you can collect email addresses, telephone numbers and social network accounts to reactivate your customers across all your online and point-of-sale channels.
Maison Berger also uses it to collect demographic data such as age, under the guise of a birthday gift, with the aim of understanding its customer base and better targeting marketing campaigns to prospects.
Offering exclusive benefits is a way of raising the profile of your customers and putting them on a pedestal.
In particular, Brandt can offer exclusive benefits such as cookery books or household appliances to complement its users' kitchens. Thanks to these exclusive benefits, the company can test its new products in advance and measure the level of satisfaction of first-time customers.
The brand can take corrective action in the event of recurring problems before launching products on a wider scale.
Ride More can use this data to provide detailed analyses of its users, federate a community and build loyalty by linking up users and offering them new riding experiences.
This also enables the company to understand which features are most appreciated by customers and to improve the quality and design of their board products accordingly.
These methods are used in the multimedia sector in particular. Encourage customers to leave detailed reviews of your products and involve them in the design of future ones to engage them with your brand. This will increase loyalty.
This is a method that allows you to collect customer data such as e-mail, but also more personal information such as your customers' habits.
This will also enable you to understand their preferences in terms of entertainment and use of the product.
Before you start setting up data collection methods, let's take a look at the rules you need to follow to ensure the security and protection of your customers' personal information.
The acronym RGPD is on everyone's lips when it comes to customer data and personal data. The RGPD laws have considerably reshaped the landscape of customer data collection methods. They provide greater protection and security for the personal data of customers and all prospective customers, and aim to protect them with regard to the processing of their personal data in Europe.
Personal data is information relating to an identified or identifiable natural person. This includes information such as surname, first name, e-mail address, postal address, telephone number, IP or GPS address, customer number or any consumer habits or physical characteristics.
To remain compliant with RGPD obligations, here are the fundamental keys to respect:
To comply with the RGPD, you need to ask for your customer's consent, be transparent about the purpose for which the data will be used, ensure and guarantee the protection of personal information and limit data retention.
Working on your customer knowledge will enable you to
Thanks to this customer knowledge, you can communicate the right message, at the right time, in the right place, to your customers! All at the click of a button, based on your existing product content.