How can you use customer behavior data to increase word-of-mouth referrals?

Segmentation. Look at your best customers, your VIPs. These are the customers who have the best recency, frequency and monetary value. Ask them to give testimonials/reviews and refer people from their personal networks to your brand. When you run out of this best group, then you can go a little lower on the band and approach those people. Having a generic referral program does not really the best results because you are treating everyone the same. One time buyer is very different than 17x buyer that always provides reviews/ratings and even emails you about the product to recommend improvement.

1.The use of customer behavior data can greatly enhance word-of-mouth referrals. 2. Through the examination of customer interactions, businesses can pinpoint content customers who are inclined to recommend their offerings to others. 3. This data can then be utilized to customize marketing strategies and incentives that motivate these customers to share positive word-of-mouth referrals, resulting in heightened brand recognition and customer acquisition.

Yes, customer behavior data comes in several forms ranging from purchasing to online behavior and it's a goldmine, waiting to be unearthed. One of the basic techniques is to search for Pareto's 80/20 rule within your data. 20% of your customers will earn 80% of your sales. Identifying them is key. Look for patterns across their purchases, online behavior, demographics, and more. Once you've identified them, copy-cat their profiles to find more just like them in the market. But remember, keep in close contact with your core customers. They're the secret sauce to your sales, profit, and marketing efficiency. Understanding the ins and outs of their decisions will yield the highest returns on your resources and efforts.

Customer behavior data can fuel word-of-mouth referrals by identifying touchpoints for targeted interventions, nurturing brand advocates, gauging sentiment through feedback analysis, segmenting customers for tailored campaigns, and employing predictive modeling to anticipate future actions. Leveraging such insights fosters deeper connections, driving organic advocacy and brand loyalty.

One of the most powerful tools to understand, with accuracy and with a holistic vision, consumer shopping behavior is the Consumer Panel. Not only in the FMCG market but in many other sectors, like fashion, energy, telecom, retail, or horeca. This information provides actionable insight to improve consumer experience and therefore to create positive goodwill and buzz among consumers. Surprising shoppers and making a WoW factor based on actually fulfilling consumer needs you can create sustainable goodwill and positive word-of-mouth. I can testify successfully in cases of use.

Os dados de comportamento do cliente irão ajudar a entender quais tarefas (jobs to be done) são as mais relevantes para eles e permitirá entender o que provoca a lealdade dos clientes. Mas para que o boca-a-boca aconteça, sua marca tem de surpreender os mediamente engajados, pois os super engajados não precisam de muito mais: eles já te amam. Mas se você surpreende e encanta os menos engajados, eles falarão espontaneamente da sua marca com entusiasmo.

Utilizing customer behavior data effectively can indeed boost word-of-mouth referrals, which are often regarded as one of the most powerful forms of marketing due to their credibility and influence. By leveraging customer behavior data effectively, you can identify your most enthusiastic advocates, personalize referral campaigns, optimize the referral experience, and measure the impact of your efforts. Targeted Referral Campaigns, Incentivize Referrals, User-Generated Content and others can be ways to increase word of mouth referrals.

Hay mil maneras de integrar los hallazgos de las investigaciones con el mensaje de marketing. Una idea: el NPS puede medir qué tan probable es que el cliente recomiende una marca a sus amigos y conocidos, luego (con métodos cualitativos) podemos conocer qué elementos esenciales de la propuesta de valor resultaron más atractivos, para finalmente incorporar esos elementos en la publicidad y destacarlos. O, en otra idea, la investigación puede permitir identificar clusters de clientes altamente orientados a la marca, a los cuales, a través de un CRM, se podría invitar a actuar como voceros mediante un sistema de recompensa por recomendación. Investigación, marketing, publicidad y creación de contenido en redes se engranan.

If your product/service is good enough to solve people's problems and/or satisfy their needs in a manner that exceed their expectations, they will recommend it to their peers. They will talk about it. If Experimented Value > Expected Value. Then Remembered Value increases (and increases more with marketing). Therefore, first of all, you need to define what data do you need in order to know what is the expected value, the experimented value and the remembered value of your customer. Not all data will serve this purpose. Since people evaluate experiences as a whole, you will need to measure the data you defined previously in every "moment of thruth" of your customer journey. Everytime.

Exactamente hoy ya en nuestro día a día y se aplica la base de datos desde un supermercado donde te piden tu DNI y evaluarte en el sistema crediticio o como facebook que puede personalizarse en mensajes o publicidad de acuerdo a tus preferencias. Todos estos datos están siendo continuamente recopilados, permitiendo a las empresas ofrecernos productos y servicio que sean de nuestro gusto y estén a nuestro alcance.

Los CRM son una herramienta clave para analizar el comportamiento del cliente. Pero lo mas importante, no es solo tenerlo sino utilizarlo de manera eficiente. Cada punto de contacto que tenga el cliente con la empresa tiene que ser relavado y monitoriado para maximizar los beneficios. En este punto y de acuerdo a los diferentes budget que se cuente, es conveniente comenzar desde los puntos que sean mas relevantes (ya sea porque tienen mas interacciones o porque presentan altos indicces de insatisfacción)

I consider Google reviews about my competitor's products/services a great source for collecting customer behaviour data. Survey forms are good too. Also, social media platforms like Facebook groups can help you a lot with what's going on in the market and what the customers truly expect from offerings similar to yours. You can also use Instagram to seek out relevant information if you simply follow the comments section of brands. However, for leveraging social media platforms, you have to be active there. It's like a full-time job.

In my experience one needs to be weary of risks associated with claimed data. This for example based on loyalty card data one can reach out to those who purchased a product for an in depth conversation around its functionalities and performance. This allows in a way to get more unbiased insights which enable improvements. One needs to be open minded and prepared to hear the uncomfortable.

You can use user led survey design tools to collect behavior data but without an experienced researcher it's usually garbage data. If budget allows consider a hybrid quantitative tracking study (start with bi annual) and supplement it with a sampling of individual interviews (IDIs). Use the tracking survery to measure attitudes, preferences, and affinity and supplement those learnings using the open discussion format of facilitated 1:1 interviews to understand the “how” and the “why” behind the charts.

Existem algumas maneiras de captar o comportamento dos clientes. Usar uma ferramenta de CRM é fundamental para ter jornada formalizada e monitorada. Assim pode-se identificar processos não eficientes e as oportunidades de integração de sistemas e como melhorar a eficiência operacional da empresa. Captar dados de comportamento do cliente por meio dos diferentes pontos de relacionamento também é de suma importância. Portais de relacionamento, auto atendimento, central de atendimento ao cliente, aplicativos e a própria força de vendas são canais de informação e coleta de dados sobre os clientes.

Collecting customer behavior data is vital for understanding your customers’ needs and expectations. Surveys, reviews, analytics, and CRM systems are common methods for this. For instance, at my previous company, we used Google Analytics to track website visits and customer interactions. By analyzing this data, we discovered that customers who spent more time on our product pages were more likely to make a purchase. This insight allowed us to optimize our website layout and content to enhance the user experience and drive sales. Additionally, we used surveys to gather feedback on our services, helping us identify areas for improvement and tailor our offerings to better meet customer needs.

Uma nova fonte de informações do mercado está dentro dos canais de Varejo, com bilhões de transações é possível ter um olhar de forma granular para os mais diferentes setores. Canais como o e-commerce, por exemplo, são uma excelente fonte de comportamentos tendenciais já que possuem uma audiência jovem, de alto poder de compra e bastante adepta a inovação.

A great product naturally motivates a customer to make a referral. If you are selling groceries, then high quality fresh produce will naturally garner the brand great word of mouth. If you are selling a professional service, excellent customer service (pre/during/post) will naturally make your existing customers recommend you new ones. So instead of measuring this and that, get the product right and the rest will follow. Other than the above what Marketing should focus on is community building i.e. create a captive audience of existing and potential customers, with a sizable group of loyalists in there to share genuine testimonials. With a great product/service AND a community of loyalists, word of mouth can be further amplified.

It depends on your business question. Is it about a product innovation, a marketing campaign, a commercial pitch, or a media planning project? Analyzing customer behavior data is about brainstorming market trends to positively (or negatively) influence your product. This enables you to come up with a hypothesis, so you can use consumer data to refine your ideas and showcase opportunities and trends, whether on a local or global scale.

Los analisis de datos de comportamiento del cliente pueden realizarse mediante analisis estadiscos con soft especificos como SPSS, R o Python. Puede trabajarse con datos indirectos (transacciones o comportamientos de los consumidores que medimos a lo largo del tiempo). o con encuestas que realizemos entre los clientes. El o los indicadores a utilizar varian de acuero al canal que se desee medir, siendo los mas comunes el NPS o CSAT o CES (indicador de esfuerzo) En cuanto a los

Além de olhar para as concentrações, uma análise mais profunda para o over index pode ajudar a encontrar grandes tendências. O boca a boca tem mudado ao longo do tempo, as redes sociais são parte fundamental da rede de influência e possuir o frescor das novas tendências pode ajudar a surfar ondas maiores.

Um passo importante é conseguir correlacionar os dados de comportamentos dos clientes com os impactos nos negócios. O que um NPS baixo pode impactar as vendas? O que um comentário negativo recorrente pode melhorar a operação logística? Muita informação preciosa vem da ponta, do cliente. Mas existe um grande desafio de colocar esses dados de maneira estruturada dentro da empresa para, de fato, fazer a empresa de transformar pelo consumidor.

In a previous role, we noticed a significant increase in word-of-mouth referrals after implementing a referral program. However, to further optimize it, we analyzed customer data to understand referral patterns. By segmenting customers based on their purchase history and engagement level, we discovered that our most loyal customers were the primary advocates. We then tailored our referral incentives to reward their advocacy, resulting in even higher referral rates. This data-driven approach not only increased word-of-mouth referrals but also strengthened customer loyalty.

Apply customer behavior data by collecting information from various touchpoints, integrating it for a comprehensive customer profile, and conducting segmentation analysis for targeted strategies. Leverage personalized marketing based on individual preferences and past interactions, utilizing predictive analytics for proactive decision-making. Map the customer journey to optimize experiences, inform product enhancements, and implement cross-selling and upselling strategies. Develop targeted retention initiatives by analyzing churn patterns, and use real-time data for immediate decision-making, such as dynamic pricing or personalized support.

One of the best uses of consumer data is to Map The Customers' Journey. Their journey is their entire Sales & Marketing experience with your brand, products, and services. By visually drawing a chart or map, you can identify how they became aware, what their touchpoints were (e.g.websites, social media, brick & mortar, ads, customer service), their level of interest & product questions, what affected their purchase decision (initial & recurring), and more. This map can also identify roadblocks that lead to Sales & Marketing opportunities. By mapping and improving their journey, you will build brand equity and loyalty among customers.

At my previous company, we noticed through data analysis that our most loyal customers were often sharing their positive experiences on social media. To capitalize on this, we launched a referral program offering exclusive discounts to both the advocate and the referred friend. Additionally, we provided advocates with shareable content like success stories and product demos. This resulted in a significant increase in word-of-mouth referrals, driving both customer acquisition and loyalty

La información obtenida de forma agregada puede ser utilizada para mejorar la definición del Buyer Persona, para crear storytelling para campañas de comunicación, para identificar nuevos pains en el journey del cliente o, incluso, nuevos usos o necesidades.

Collect feedback through surveys, attribute marketing success to specific touchpoints, and employ behavior data for fraud detection. Continuously monitor and iterate strategies to adapt to changing preferences and market dynamics, ensuring a tailored and responsive approach.

At a tech startup, we noticed a significant increase in word-of-mouth referrals after implementing a personalized referral program. By analyzing customer data, we identified that our most engaged users were early adopters who valued innovation. We tailored our referral program to offer exclusive beta access to new features for both the referrer and the referred user. This not only incentivized existing customers to refer their network but also attracted new users eager to experience cutting-edge technology. As a result, our word-of-mouth referrals doubled within a few months, driving substantial growth for the company.

Consider ethical data usage and prioritize customer privacy, obtaining explicit consent for data collection. Implement robust security measures to safeguard customer information and regularly update protocols. Educate customers on the value of providing data and ensure a cohesive multichannel strategy by integrating behavior data across various touchpoints. Benchmark data against industry standards, fostering adaptability to change and cultivating a customer-centric organizational culture. Factor in customer lifetime value and encourage cross-functional collaboration for a holistic approach. These considerations contribute to an ethical, secure, and adaptive application or data, fostering sustained customer engagement and business success.

One of the things I've found to be useful is to incentivize a customer's potential referral. Providing sales credit to both the customer and their referral is an excellent way to conjure word of mouth, increase brand equity, and increase lifetime value. Provide the customer with a promotional weblink or code they can send to their inner circle via text, email, or Social Media that activates sales credits when redeemed. I would advise some level of promotional tiering should take place though. For instance, if a consumer is spending $500 / month on goods and services, you should give them a higher redeemable credit than someone who spends $50 / month on the same goods and services.

De pouco adianta coletar dados de percepção de cliente se não for colocado em prática. De pouco adianta medir NPS sem analisar os comentários, sem encontrar causas raízes, sem definir prioridades e construir planos de ação. Medir é fundamental. Agir por meio dessas informações é vital para empresas se manterem competitivas e relevantes no coração dos clientes.