Scaled customer personalization is a major difficulty for marketers in today’s digital world. It’s a daily struggle for them to figure out how to meet the needs of specific clients in real-time.
Definitely, today’s clients want a personalized service experience. It’s a win-win situation for everyone involved in the supply and demand chain. Some studies demonstrate that personalization boosts company growth by at least three times, making customers more satisfied and hence more likely to stick around. The ability to tailor experiences for each customer shouldn’t be considered an impediment, but rather a source of innovation.
Human resources (i.e., your marketing) and technology go a long way toward making customer service more personalized. There are many obstacles on this journey, including fragmented consumer information. That’s where a customer data platform (CDP) solution comes in handy.
There are numerous ways for B2C businesses to improve their marketing operations, but one that is often missed is the user authentication procedure. Assuming you have a website that serves as a supplement or sole source of sales, there are a variety of ways your B2C company can leverage the login process to help your entire marketing. Insightful user data is the key to success.
1. Use social data to build up profiles of your customers
Your customers are all unique people who have their own hopes, fears, and dreams. There are some things that most of them have in common, though, so don’t forget that. There are a lot of things about your customers that could be the same for more than one of them, like their age, gender, where they live, and what they like to buy. These are common things for businesses to keep track of, so it’s possible you already keep track of this kind of information.
However, even though this information is great to have and can be very useful, it doesn’t give you the whole picture of your customers. If you use social data from providers like Facebook, Google, and Twitter, you can do a better job of building up a picture of your customers’ habits.
2. Use Progressive Profiling to Improve Your Customer Data
There are occasions when it’s not possible to obtain all the information you want when expanding your clients’ profiles with social data. It’s possible that the consumer is unwilling or unable to divulge their personal information for a variety of reasons. When this is the case, progressive profiling is an alternative approach.
Progressive profiling is already being used on LinkedIn, so you’ve undoubtedly already seen it. Progressive profiling is the practice of gathering tiny amounts of personal data about a user over time while simultaneously sending them messages that urge them to do so. To begin using an app, you should not have to complete dozens of form fields all at once. In the end, it’s a bad user experience that can lead many clients to hunt for a better solution. Progressive profiling lessens the apparent difficulty of filling out form fields by only requesting a little bit of information from your consumers each time they log in.
3. Obtain Additional Information from Unrelated Sources
When it comes to enhancing your customers’ profiles, using social data and progressive profiling is an excellent place to start. Third-party information can also be consulted for additional user data if you like. Free and low-cost alternatives can be found in this area. You can use the US Census Bureau API to find out, for example, the median income in a given zip code. You can also use an app like FullContact if you want more personalized information.
FullContact collects and reports on a wide range of publicly available user data. In spite of the fact that your clients are likely to have several social accounts, they are likely to log into your application through a single provider, hence you will only be able to access their social data through that provider. Your clients’ profiles get more detailed since FullContact collects data from all of their accessible social accounts.
4. Go Even Further: Analyze Your Customer Data
Full Contact and other services that give you more information about your customers can be very useful. But another way to learn more about your customers is to slice and dice your own data. Lytics is a great example of a service that can help you keep track of customer data, and there are many more out there. Lytics lets you send or upload information about your users to their service, where it can be stored and later analyzed.
Final Thought
B2C organizations are increasingly relying on client identity data to market and sell more efficiently. This data is critical for both marketing and getting to know your customers better.
If you aren’t already using social data to enhance your customer’s profiles, you’re missing out on a lot of potential. You may rest easy knowing that Auth0 can make this procedure a breeze while also solving a number of critical authentication issues in your apps. If you’d like to learn more about how customer identity might help your business, please get in contact.
