SwiftERM’s founder shares his knowledge: I read an article recently by the CEO of an Email Service Provider, explaining that in his opinion the best way he found to get to know customers was to invite them into his office! I found this inordinately patronising and down-right idiotic. Everyone and their dog appreciate that to improve the service to your customers you must “know” them, and that includes not only what they like or dislike, but the standards which serve those decisions. Still, I’d like to see him try and get the 500k from an average database in his office!
Without knowing and understanding how consumers think, you can’t build a successful retail business. If you’re a small business owner, this idea can be frightening, particularly when you’ve invested a lot already. You might have a different vision for your company than that of the people you’re currently selling to.
The peculiar thing about customers
The peculiar thing about customers, and expressly evident when asking them to complete surveys, is that what they say and what they do can be the exact opposite. Therefore when I offer that it is important to “know” your customer, by this I mean it is important to the point of knowing them better than they do themselves or indeed are prepared to tell you. No wonder customer loyalty is in decline.
When we devised SwiftERM, we appreciated this distinction and ensured we built in a 100% automated programme using a predictive analytics algorithm and finite solution for services above and beyond what the world had so far experienced. A tool which in addition to usual emailing campaigns, PPC, Google, Social Media Ads and SEO campaigns, delivered that rarest of jewels, and yet most lucrative; the ability to offer each consumer products which had the highest likelihood of them buying, in an email personal and unique to them.
This didn’t care what anyone else liked or bought, and thereby ensured it found un-tapped profits, offering products that particular customer wanted, at exactly the right moment. Here is a simple comparison: if you show a customer what they want or show them something you have pallets of and can discount, which do you think they will buy? Argue away, the jury came in years ago. the answer is “what they want” at a ratio which would make your eyes water, any surprise to the contrary would need to be worthy of a good actor.
Getting to know your customer
Getting to know your customer doesn’t need to be an overwhelming process. But it can be if you have to do it manually, now that is a really daunting thought. Put yourself in the shoes of your consumer, at every conceivable time. Including in the bath, sat at their dining room table, in the garden, playing games, in bed on their tablet bedsocks on a glass of wine in hand, or stuck on the M25 seething at the women in the car in front, after all, it’s her fault there’s a queue.
We offer the means to watch them by every impression on your site, through which they can be captured, their thoughts, nuances, likes, dislikes all poured into a reservoir of knowledge from which you can drink. You can establish a deeper level of empathy and build trust among customers for your business. This facility brings honest and direct feedback on what your customers genuinely think about your products or service. It can’t be broken, your empathy grows with every click and impression created.
I spend half my time watching consumer behaviour. I once went on a customer visit (the consumer variety not our clients), with members of the product management and research team. One of the researchers asked a customer what they thought about automation. Not surprisingly – they hated it. Strange then how the same individuals expressed one thing yet demonstrated the exact opposite in practice. Their purchase patterns enjoyed personal attention. Nobody likes to feel spied on, but if you were their favourite assistant in their favourite clothes shop, they’d know your first name, where your children went to school and exactly what to put aside for them when they came in. There would be no offence taken for even knowing when that was likely to be.
While I respect many other systems and facilities, such as the Emarsys. So I take little pleasure when retailers suffer from failing to include their direct overheads involved in its application being conveniently omitted from comparison calculations. Several days a month are typically spent segmenting audiences, and products pertinent to “groups” of individuals, many of whom bought that product already, many of whom never would. Bigger organisations have dedicated staff for the same pursuit.
SwiftERM collects masses of purchase history data as well as “live” impressions. It enables the system not only to feature pertinent product quickly (in nanoseconds) but only ever pertinent products every time. It knows consumers so well, in the early hours, on high-days and holidays too. SwiftERM being totally automatic has no additional overheads, whatsoever.