So you think you know your customer?
Most LBM dealers have built good relationships with their best customers, and you may think you know your customer, but how much do you really know?
Not all customers have the same needs, wants and behaviors. As LBM Dealers embrace more of an Omni-Channel marketing approach, leveraging your customer data is foundational to understanding them and delivering a good customer experience. Data can help answer questions like:
- What makes your best customer unique from an average customer?
- Which segments should you be investing more? Less?
- What types of information do your customers want to see from you…be it product, technique, code changes, info about your company and changes within, etc.?
- How do they want you to communicate with them?
- Via which channels?
- How often do they want to receive communications from you?
- Via which device?
- Which touch points will be the most effective in engaging with your customers?
Do you have the tools you need to help answer these types of questions?
I like to think of data as one of the many assets in your business, use it wisely and you will get a good return on your investment. If you are using a one size fits all approach and treating everyone the same, you are not effectively using the asset that is your customer data. Think of it this way; even if you know a lot about how your customer behaves with you…there is a whole universe out there that your customers are interacting with on a regular basis. What would you do differently that could have a positive impact on your business if you only knew?
Your customers have high expectations and they want you to know them by delivering relevant content and a great customer experience. Over time, this can help you build a better relationship with them; translate to a more profitable life time value and a greater share of their wallet. After all, isn’t that what every business wants.
This article was written by Jack Leary Vice President & Partner at Impact 180 Consulting Group & Lumber Contacts Inc. Feel free to contact Jack at, email@example.com.