Customer analytics is a marketing tool and a solution designed to help marketers gain insights into their customer’s life and their preferences. It allows marketers to deliver superior customer services by applying the delivered insights into their service or product delivery patterns. In essence, customer analytics is merely a combination of raw customer data and a few sorting techniques, that when combined allow you to generate insights that can be worked upon immediately. This results in customer retention and loyalty, and adds to your customer’s overall value in association with your company or brand.

However, marketers need to be careful in integrating big data silos into their business processes. This is because while data is the it-word in marketing right now, not all companies have access to the sort of data that generates insights and if anything could mislead them even further. In addition to that, certain trends in customer analytics that have been hailed for the past decade or so are slowly fading, and marketers can look here for customer analytics trends to keep themselves updated.

With that being said, following are some of the benefits of using customer analytics in your day to day business processes:

1. Customer analytics helps keep companies on-trend

Consumers are evolving on a daily basis and while they might not tell you that themselves, it is the company’s job to know that. Customers today are more than ever informed and savvy – they love personalization and disrespect even the slightest of misgivings by companies in their advertising. Customer analytics help companies understand how their consumer’s tastes are evolving and hence keep themselves on their toes.

2. Customer analytics allow you to make use of real time data

Companies can leverage real time data with the help of customer analytics and hence possibly deliver on-time and on-target performance which may include addressing customer complaints on the spot and addressing them through local touchpoints.

3. Customer analytics allow you to make sense out of raw data

Raw data isn’t very useful as it is difficult to make sense of. However, when you apply customer analytics to raw data you truly allow a stream or actional insights and solutions to emerge which can be used by marketers to make decision in real time.

4. Customer analytics allow you to personalize to the level of every individual customer

While targeting and segmentation was the trend in marketing up and until a decade ago, the focus has now shifted to personalization. Customer analytics allows you to personalize your customers’ experience with your company to a high degree. This in turn makes your customer feel they are being spoke to, rather than being spoken at, and can allow for your customer to feel a connection and a sense of belonging with your company.

When you put your customer at the core center of your marketing efforts and strategy, you are sure to yield results and profitability beyond your imagination. Hence, in order to make your customers feel at home and to stand above your competition, you need to engage and invest your time and money into customer analytics.

Author's Bio: 

Success Coach, Business Development Consultant, Strategist, Blogger, Traveller, Motivational Writer & Speaker