Customer behavior is the key to driving successful business results.
How do you get customer behaviors that you want? How do you make customers buy more, post good feedback, and refer you to their friends?
It's usually through driving mindsets by the thoughts and feelings you engender in people.
It’s what advertising does—giving customers an idea in their mind that's going to lead to behavior. But it's also what a lot of customer experience is about.
When you go to a great restaurant, you get a fantastic experience that's going to give you memories, thoughts, and feelings, and that leads you to the future behavior of going back to that restaurant again and again.
We get these thoughts and feelings from experiences, whether it's the experience of dining in a restaurant, watching a TV ad, or buying a product and using it.
Experiences lead to mindsets. Mindsets lead to behaviors. Behaviors lead to business results.
DATA IS USED EVERYWHERE
Where does data fit into all this?
Data helps us figure out what we should be doing in terms of the customer experiences—things like evaluating customers and studying the ways in which they use products.
In fact, the best way to learn is to put out a minimum viable product as quickly and as inexpensively as possible and get the data of real users.
Are they complaining? Are they having problems? That helps us refine the experience and craft the touchpoints that we think will work the best.
But you need data even when you’re just starting to conceptualize what the experience should look like.
For example, if you’re going to create a shopping app, then you would want to ask yourself what features it needs, where should it be marketed, in what languages should it be available in, and many other important questions.
If you're entering the market with a new product that’s going to be competing with Uber, then you would want to know what people are saying about what they like least about Uber.
Where's an opportunity to create something that is capitalizing on the downsides or the pain points of customers using Uber or any other company that you're looking to compete with?
There are all kinds of data that’s going to give you the answers.