The way we do business is changing, and it’s largely because of the digital age – and specifically, the evolution of mobility in the customer experience. For proof of this, look no further than the profile of the typical consumer.
According to Shopify, more than half of all traffic to e-commerce websites now originates on mobile devices. And as Internet Retailer reported, six out of 10 consumers around the globe count their mobile device as their main – or only – Web source.
With shoppers using their mobile devices all the time, it’s no surprise that these devices remain on when they step into places of business. For organizations, this opens up the door to an evolving means of bolstering operations.
“These days, companies can tap into a trove of patron Big Data to glean actionable business results.”
These days, companies have the potential to tap into a trove of mobility-driven, patron-generated Big Data in real time to glean actionable organizational insights.
And these findings have the potential to change business for the better by offering guidance about how to provide patrons with a more individualized customer experience.
Here are five ways real-time data boosts patron loyalty – and business:
- Enables patrons’ specific shopping habits to be noted: Every time Tom visits the gaming center, he gets a back massage afterward at the spa. By leveraging real-time data to generate a profile of Tom’s shopping habits, store officials can have information available to provide a customer experience for him that’s more tailored to his needs. After all, if Tom only visits the spa after time spent gaming, he’d probably prefer a coupon there as opposed to, say, one of the restaurants. That brings us to our next point.
- Provides loyal patrons with rewards they’ll actually appreciate: When companies make an effort to pay attention to and use real-time data, they’re able to better track loyalty and reward it in a deserving way. For Tom, that reward could come in the form of a complementary massage coupon as a token of gratitude for his consistent patronage. But for a customer at the same resort who prefers hitting the golf course, a more appropriate reward would be some golfing on the house. Real-time data allows enterprises the opportunity to track patron loyalty and combine that insight with specific shopping habits to offer suitable rewards.
- Offers a great means of giving patrons shopper-specific event information: For eight out of 10 smartphone users, checking their phone is something that happens within the first 15 minutes of the day. Now imagine Tom waking up one morning to a text telling him about the gaming center’s upcoming spa day. Or the golf course patron getting ready for work while reading a text about an upcoming charity golf game at the resort. This is the kind of timely business-to-customer connectedness that’s spurred by real-time data analysis.
- Allows businesses to accommodate specific customer circumstances: Based in New York, Turning Stone Resort Casino is widely lauded as one of the best of its kind. The resort maintains this reputation in many ways, but one of them is by using real-time business data to consider the individual needs of patrons. Let’s say, for instance, a customer has just flown in from across the Atlantic on a redeye flight. Using its real-time experience resources, Turning Stone is able to glean this and make plans accordingly, such as offering the patron a complementary massage upon his or her arrival.
- Lets customers know they’re truly being listened to: Few patrons of a business will return if he or she feels that their reflections on their experience are falling on deaf ears. Say, for instance, that a patron’s experience at a particular resort was great except for the room temperature, which was too cold. For companies with data-driven solutions, the customer’s concern about temperature can be noted and accounted for via the administering of satisfaction surveys that are delivered – and responded to – in a timely way.
When it comes to harnessing real-time patron data, businesses need to be able to get concrete value out of Big Data, which is where analytics tools can play a transformative role.