With customers expecting personalized experiences thanks to near-limitless access to data, where do you even begin? Collecting zero-party data (ZPD) is a powerful way to connect, revealing what customers truly want and need. But, how do you do it right?
A massive, 100-question survey? Forget it. But, isn't a detailed form essential for gathering comprehensive data? Not necessarily! This is where enriched data comes in. It helps you create a full picture of your customers without overwhelming them with endless questions.
What is Data Enrichment?
Data enrichment enhances your existing customer data by adding valuable supplemental information. This includes details like:
- Demographics
- Psychographics
- Purchase history
- Social activity
- Website behavior
This comprehensive data helps you truly understand your customers, allowing you to:
- Better meet their needs
- Create more targeted and effective marketing campaigns
- Design personalized customer experiences
Think relevant product recommendations or customer service that caters to individual needs rather than generic support.
How betterfeedback.ai Helps Enrich Customer Data
Data collection and analysis are crucial for building better products, creating tailored customer journeys, and deeply understanding your customers. And the best way to do that is through data enrichment.
Data enrichment sounds exhausting, but it can be as easy as sending out forms or surveys to your customers. With betterfeedback.ai, a single form can automate data enrichment. Supplement your existing customer information with enriched data, such as:
- First and last name
- Phone number
- Job title
- Job function
- Company name
- Company country
- Company revenue
- Industry
You can also set specific enrichment variables to score leads. Whether qualifying new leads or adding depth to customer profiles, data enrichment is the crucial starting point.
Using Data for Personalization
What do Netflix, Amazon, and Spotify have in common? They're all successful, well-known brands. More importantly, they excel at personalization – and they do it with data.
From on-point movie recommendations to curated playlists, these companies have mastered personalization.
Because they have to.
Customers now expect personalized marketing that speaks to them as individuals. Personalization is the expectation, not the exception. Your customers demand that you not only understand their unique needs and preferences, but also make an effort to personalize marketing accordingly.
When you create a personalized customer experience (CX), you'll likely see increases in:
- Customer loyalty
- Revenue
- Customer satisfaction
So, how do you create that memorable CX? Data enrichment, of course.
Mix it Up
Just as you wouldn't rely on a single customer review before buying a car, don't rely on just one type of data. Use a mix of:
- Zero-party data
- First-party data
- Second-party data
- Third-party data
Use data enrichment to complete the picture.
While a mix of data is beneficial for revealing hidden insights and getting to know your customers more deeply, keep in mind that not all data is equal. Take ZPD, for example. It's the most valuable data you have.
Zero-Party Data
Unlike first-party data you get through observations and interactions, or third-party data you purchase from external sources, zero-party data comes willingly and directly from your customers.
Think of ZPD as a gold mine of information, like names, email addresses, phone numbers, preferences, and feedback. But what makes ZPD a true treasure trove is:
- It's more accurate
- It's more reliable
- It's unbiased
- It's as pure a form of data as you can get
All of this contributes to creating personalized CX that resonates deeply with your customers.
Collecting ZPD can be easy. But getting customers to share personal data can also be a challenge. Most customers won’t want to spend more than a few minutes answering questions, so you have to ask more targeted questions. Asking for their job title when you can use third-party data to get that information makes your survey unnecessarily long.
With progressive profiling—building up customer profiles gradually through multiple interactions—you can fill in the gaps (yep, that's data enrichment).
Data Enrichment in Action
Ready to start enriching your customer data and leveraging it to create the personalized experiences they crave? Follow these four steps.
1. Get ZPD
The best data comes straight from your customers, but they'll only share if you make it an effortless process. Build forms worth filling out in betterfeedback.ai and start collecting customer data.
Pro tip: Start with a template or use our AI-powered form builder to help you write questions that'll reveal the most valuable data.
2. Enrich Data
Once you've got the raw zero-party data, betterfeedback.ai combines it with information from data enrichment to enhance your overall understanding of your customers. Our data enrichment capabilities provide even more information, such as company insights, demographic data, and website behavior.
By enriching ZPD with betterfeedback.ai, you create a comprehensive customer profile that allows you to deliver highly personalized experiences.
3. Segment Customers
Segmenting customers based on shared characteristics (that you gather through ZPD and data enrichment) lets you tailor marketing efforts to create more relevant, targeted, and personalized experiences. How you segment is up to you, but you can start simple by grouping customers based on:
- Demographic data
- Psychographic data
- Behavior
4. Personalize Marketing
Understanding the nuances and unique needs of each segment means you can create marketing campaigns that resonate with customers in each group and drive conversions. Personalized marketing involves:
- Crafting tailored messages
- Creating unique offers
- Designing targeted content
And, as you get more data, you can build out fully customized journeys by likelihood to buy, optimizing every touchpoint based on their needs. This level of precision ensures that marketing efforts are not only relevant, but also highly effective.
Data Enrichment Beyond Marketing
While data is the backbone of strategic marketing, its use extends far beyond. When you bring together ZPD and data enrichment, you can provide exceptional customer service tailored to each customer's unique needs.
Data enrichment also helps sales teams leverage targeted content to drive leads toward conversion. And allows customer success teams to better serve customers by offering more nuanced strategies for success.
Not only do these personalized approaches enhance customer satisfaction, but they also build trust and the foundation for long-term relationships and customer loyalty.
The accuracy, reliability, and direct customer input that ZPD and data enrichment provide allows you to create highly personalized CX that supports your customers and drives business growth and success.
Want to start getting more from your data?