What is customer data and how can businesses use this to provide better services during the COVID-19 pandemic?

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By now we hope you’ve heard of COVID-19, a strand of the coronavirus that has swept the world, resulting in many left indoors, self-isolating, and in many countries now under quarantine. 

Small and large businesses all over the world have been forced to shut, with only essential stores such as supermarkets left open to reduce the spread of the virus. 

However, some businesses such as restaurants are still allowed to provide takeaway services, some online stores are still delivering, and in some cases, other businesses are still operating but under strict social distancing measures.

This article will outline customer data and how you can use this to provide service during the COVID-19 pandemic. 

Let’s begin by defining customer data. 

What is customer data? 

As a business, you have access to customer data, especially if your business operates online or has a business smartphone app.

For example, customer data may be generated when a customer signs up to your mailing list, this includes their e-mail address, full name, physical address, and phone number.

This customer data can then be used to provide future updates. This may involve exclusive deals, leaflets delivered to their door, or text messages informing them of your latest product.

Other examples of customer data include:

• Previous purchase history

• Demographic

• Social graphic

• Geographic

Let us explain these in more detail.

Previous purchase history

When a customer places an order, either online or in-store a receipt is often sent to their email address. The business then has access to the buyer’s previous purchase history.

This allows you to send the most relevant/similar products as a follow-up, encouraging them to make another purchase.

Demographic

Examples of demographics include age, marital status, race, income, and education. Occasionally, businesses gather this data when selling their product/service.

This too can be used to generate further sales with a repeat buyer. Likewise, knowing a customer's age allows you to send the most specific products – perhaps generating a list of ‘young trendy products’ to the younger generation and ‘more traditional products’ to the older generation.

Social graphic

Social graphics targeting others who also purchase from the same place, or would be interested in making a purchase.

For example, gaining the attention of your friends or family members who too may be interested in making a purchase.

Geographic

Geographic customer data works based on your location. For example, let’s say your registered with Starbucks, if set up you will receive a notification whenever near a store.

This is done to increase sales for the business, yet at the same time you just can’t resist the temptation to get a Starbucks – it’s now in your mind.

So, how can we use this customer data to provide service during COVID-19?

As you can see, there is a wide variety of customer data you most likely have already gathered and can use.

Knowing individuals geographic location can be especially powerful. Let us provide two examples.

Let’s say Courtney lives in London, a massively impacted area of the coronavirus. Chances are Courtney can’t leave her house to get groceries, especially if she is self-isolating with symptoms.

Already having Courtney’s customer data you can send an email or text to check in with Courtney – make sure she’s got everything she needs.

If you sell essentials then you can offer these to her, increasing your sales and helping Courtney during these tough times.

It’s a win, win for everyone. 

Our second scenario is Pam, Pam lives in the countryside. Although Pam is not socially isolating with symptoms, the nearest supermarket is over twenty miles away.

You can use previous order history to check in with Pam – see if she needs these delivered again.

Likewise, if your business is an essential service, perhaps medical then those in the local area may receive a notification informing them of the services you are offering – providing help to those in need during the current crisis.

We can use this data science to support those during the coronavirus, using past analytics to determine those most in need or those most likely to purchase your products.

How are other companies using customer data to continue delivering their services? 

Other companies are able to follow-up with clients using applications such as Zoom, FaceTime, and email to check in with clients.

Making sure they and their families are okay and following through with business.

Although there is a global pandemic many businesses still need to operate, especially smaller ones to prevent them from going bust.

Remote work including meeting through applications such as Zoom reduce costs whilst allowing business to still take place – perhaps something we’ll see more of even after COVID-19 is long gone.

Likewise, other businesses are putting together small care packages that can be ordered, containing both essentials and luxury’s for their loved ones – letting them know that although they may not be physically together someone out there cares.

Would you like to find out more about how your business can use customer data? 

If you’re struggling during these unprecedented times and would like to find out more about how you can use customer data science and analytics to provide service during COVID-19 then we’d love to hear from you.

You can book a free 30-minute consultation by clicking here.

The bottom line 

Customer data is one of the most powerful yet overlooked tools available to the majority of businesses.

Not only are we able to promote niche products directly to a person’s email inbox but we can also tailor these, increasing the likelihood of them making a purchase.

However, this can also be used to benefit both your business and the customer during the current coronavirus pandemic.

Customer data can be used to follow up with clients, to ensure they’ve got everything they need and if you can provide anything for them, and in some cases provide essential services (granted this is something your business does).

ABOUT THE AUTHOR

Germar Reed, Senior Advisor, Cheif Data and Analytics Office – at GM and Principle at District Analytics, bringing more than 15 years of data-driven marketing and advanced analytics experience to the team. He has extensive experience in developing and applying database marketing strategies for many Fortune 500 companies across a variety of industries, including financial services, technology, retail, automotive and healthcare. Throughout his career, he has been associated with the development of many well-known relationship marketing brands and customer loyalty strategies.