Are you truly customer-obsessed? Or are you letting data dogma hold you back from delivering exceptional customer experiences? In a recent webinar, Forrester's VP and Principal Analyst Brendan Witcher unveiled the 6C strategy, a framework for using customer data to power unique experiences.
Here's the eye-opening truth: only 1% of customers rate their brand experiences as "excellent." Why? Because most companies are flying blind when it comes to truly understanding their customers. Witcher's research reveals that a staggering 95% of companies fail to make customers feel valued and that despite massive investments, most brands are getting personalization wrong.
The problem? Companies rely on outdated methods like basic segmentation and low-value personalization. These tactics simply don't cut it in today's world, where customers expect truly personalized experiences.
The solution? A data-led approach that goes beyond surface-level insights. This means:
Collecting the right data: Move beyond basic demographics and purchase history. Dive deeper into customer motivations, preferences, and pain points.
Using data to understand the why behind customer behavior: Don't just track what customers do, understand why they do it. This unlocks the key to truly personalized experiences.
Creating a single view of the customer: Connect data from all touchpoints to build a comprehensive understanding of each individual.
Making data-driven decisions: Let data guide your strategy, from marketing campaigns to product development.
Witcher's 6C strategy dives into six key layers to customer data: characteristics, considerations, curiosities, conditions, context, and conceptions. By gathering and analyzing data across these layers, companies gain a much deeper understanding of their customers' needs, motivations, and preferences. Witcher argues that most companies only scratch the surface with the first layer or two, missing out on valuable insights that can drive truly personalized experiences.
Intrigued? Watch the full webinar and discover how to foster loyalty, drive growth, and power truly exceptional customer experiences with the 6C strategy.