Have you ever had an interaction with a business that left a bad taste in your mouth? Maybe it was an online retailer who wouldn’t be flexible with their return policies, even though you were a loyal customer for years. Or maybe it was a customer service nightmare where you had to repeat the same information to different people multiple times. From these less-than-remarkable experiences, it becomes clear that businesses need a better way to understand the individuals they’re communicating with, especially in today’s online world where most businesses rarely meet their customers face-to-face.
Most businesses struggle to understand the individuals they are serving throughout the entire customer lifecycle. This problem manifests in several different ways.
Poor understanding of individuals in your marketing funnels leads to disjointed, poorly targeted
marketing messages. This may look like sending irrelevant offers to customers. For example, an email marketing campaign promoting men’s fashion to a list that’s 70% female or a direct mail campaign with coupons for dog toys to an audience of which 90% are not pet owners don’t work.
This problem can also manifest as messages that are poorly targeted to the individual’s stage in your funnel. For example, a contact who joined your free newsletter yesterday might receive a message promoting your $20,000 coaching program the next day. That kind of mismatch is a red flag that a business is not being sensitive to the individual wants and needs of the contacts in their database.
Once leads are qualified and make it into your sales funnel, there are many other problems that can occur. Poorly timed sales conversations are the biggest culprit. For example, calling a customer who’s in the middle of a customer service issue to sell them a more expensive package is always a bad idea. It also doesn’t make sense to spend time calling leads who are not ready to buy, especially if you can use information they’ve already provided to tell the hot leads from the cold ones. Asking potential customers to repeat information about themselves is also a missed opportunity to provide personalized service and win their business.