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 – and most oman whatsapp number frustrating – processes for 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 any way with practically any type of company, we are forced to go through an onboarding process , filling out a registration form and providing information 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 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.
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 selling 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 from the promise of targeted, relevant communications and 1-to-1 marketing.
This negative impact, which causes potential consumers to already have a bad image of your brand before they even become customers, is a consequence of the low use of data in prospecting processes. Many companies prefer to send messages indiscriminately to their entire contact base rather than attempt any type of segmentation or targeting, due to the perception that mapping the customer profile and speaking to a reduced population costs more.
This perception is completely false. We have already discussed in other posts how external data, both sociodemographic and behavioral profile, can be easily added to any database. Once this enrichment is done, any company can segment its database and direct communications only to interested parties, reducing the risk of generating dissatisfaction and having a negative impact on its reputation.
Media monitoring
This is one of the most obvious points, but also one of the most underestimated – or poorly executed – by companies. When we talk about media monitoring, the vast majority of companies only use two types of solutions: clipping tools, which take articles from the main media outlets; and social media monitoring tools, which continuously scan these networks for brand mentions. These two processes are important, but they are not enough.
Much of what is said about your brand is said indirectly, in places that traditional tools cannot reach. This includes content such as personal blog posts, comments on discussion forums, app reviews, product reviews , and other types of micro-content that, although niche in nature, have a disproportionate impact on a company’s reputation because they speak directly to the most interested audience.
To be able to access this micro-content and take action based on it, you need a data platform like BigBoost , which can deliver all this type of information in a structured and ready-to-use way. And it's not just the monitoring of this micro-content that it enables. Through BigBoost, you can also monitor things like legal proceedings involving your company (whether directly or indirectly), complaints from different official sources, and much more.