How data improves your company's reputation

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shammi88
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Joined: Sun Dec 22, 2024 4:46 am

How data improves your company's reputation

Post by shammi88 »

Your company's reputation is one of its most valuable assets. Virtually all executives understand that the way customers, competitors, and the general public perceive their performance in the market directly impacts their sales. It's no wonder that NPS ( net promoter score ) has become a standard metric in the business world. What most people don't know, however, is that the impact of reputation goes far beyond direct revenue. Companies with a degraded reputation spend more on customer service, have higher legal costs, have to invest more in marketing, and end up paying more for any type of media exposure. A damaged reputation ends up generating a negative cycle that is extremely expensive to break.

The most surprising thing about this whole situation is that the reputational damage that companies suffer – and practically all of them suffer, every day – is, for the most part, completely avoidable. People generally want to have a pleasant experience, but process failures and operational deficiencies end up generating frustrations, which accumulate and turn into serious dissatisfaction. A good percentage of these failures and deficiencies could easily be eliminated through the correct application of data in operational processes. This application can happen in hundreds of different ways, including some that we have already explored here on the blog, but today we will focus on three that can have the greatest impact on you and your business.



User registration and/or onboarding
One of the most important processes – and most frustrating for users – of any company is the initial interaction with the customer. Whether online or in the physical world, every time we make a purchase, open an account, or interact in some way with practically any type of company, we are forced to go through an onboarding process , filling out a registration form and providing data such as name, CPF, date of birth, address, and dozens of others.

These registrations are complex, generating friction (customers who give up on registering) and, even for those who follow through to the end, frustration. This complexity, the dozens of fields that are requested, are completely unnecessary. Public data can be used to fill in most of taiwan phone numbers the customer's registration information automatically, using a non-intrusive “key”. Instead of asking the customer for their CPF (which many people don't like to provide), companies can ask only for their name, and, from there, provide all the other information needed for registration. And this automation of data filling can be used in any channel: on a website, an app, in a physical store, in a call center, or even in a chat.

An efficient initial registration process can increase the conversion rate of an online store by more than 50%. For traditional retailers, it is the difference between having a registered customer base or having a lot of transactions without relevant information. In both cases, you create an experience that delights the user from their first interaction with the brand, which is the most important in forming opinions and building your reputation.

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Analysis of the customer (or potential customer) profile
Marketers often talk about “impacting” people with their campaigns and messages. We can understand why this term is used. Every time we receive an email with an offer that doesn’t make any sense to us, every time we receive 732 phone calls to sell us something we’re not interested in, every WhatsApp message and SMS received at inconvenient times, all of this has a real impact on consumers. Unfortunately, it’s a negative impact, and we’re amazed at how far we’ve fallen short of the promise of targeted, relevant communications and 1-to-1 marketing.
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