3 Ways to Get Customers to Share Their Information
Data sharing is a seemingly never-ending tug of war between customers and brands. In today's age of information overload, it's no wonder consumers hold onto their data so closely. Yet for brands to keep up in an increasingly competitive landscape, they must deliver better and better customer experiences — i.e., ones that are memorable, tailored and effortless — in order to build and sustain a loyal base.
If you want your customers to share their data, whether that be submitting an email address, taking part in a survey or even providing a credit card number, you need to create a customer-first approach. Consider these three strategies for creating a more open dialogue with consumers around data sharing.
1. Show, don't tell. Our recent 7 Customer Engagement Index showed that seven out of 10 customers are in fact willing to share their data if it means they'll receive a better customer experience. So, with that, ask yourself: "How does collecting data help me deliver a better experience for my customer?"
When we look at companies like Amazon.com and Netflix, the way they put our data to use is crystal clear. They deliver recommendations based on our purchase and viewing history, and tailor the content we see to our unique interests and preferences. This helps customers see the immediate benefit of sharing data. The more they share, the more personalized their experience will be.
Identify ways to tell your own story of how customer data will be put to good (aka beneficial!) use, as opposed to leaving customers with the impression that giving up their information simply means yet another unwanted, irrelevant email or text.
2. Target your data sharing efforts to your most loyal customers first. Rather than overwhelming new customers with requests to input their email or fill out a survey, focus your efforts on your most loyal customers to start. These are customers that have already bought into your brand and are more likely to share their data in order to receive a better experience. For these customers, focus on understanding their journeys so you can deliver better support within the channels these customers use most.