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6 Reasons You Need To Track Your Company's Data During the COVID-19 Pandemic - Sophia Belnap - ContactCenterWorld.com Blog

6 Reasons You Need To Track Your Company's Data During the COVID-19 Pandemic

Data plays an important role in running a business. It can help you in numerous ways, from showing patterns in customer behavior to helping you minimize costs, each piece plays a unique role. This is increasingly important with customer behavior changing rapidly and disruptions in the supply chain caused by the COVID crisis. Understanding why you need to track it may not make the process any easier, but it will hopefully give you the motivation to get started. 

1. Data Gives You Insight Into Your Market

This is perhaps the biggest reason businesses use data. The information that you collect about customer behavior, demographics and trends can be used to understand their wants and needs. When you know what current and potential customers want, you can develop products and services to meet those demands. Are people ready to start shopping in person again, or do they prefer to continue using deliver or curbside pickup options? Use data about their habits to find out. 


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Customer data also allows you to personalize the interaction you have with them. This may mean changing communication methods, tweaking processes, or optimizing your website to accommodate their preferences. The actions you take as a result will improve the customer experience can lead quickly to increased retention and referrals. In order to keep track of all this data, it is important to organize the collected information through data cleansing. This will make it easier to keep track of what information is essential to your business.

2. Data Helps You Make Informed Decisions

Many factors influence business decisions. The local economy, industry trends, even your intuition will impact the choices you make. Data should also play a role. After all, the decisions you make are only as good as the data you base them on. You should take steps to ensure the information you are working with is accurate and relevant. Data cleansing can help eliminate erroneous or misleading information that may skew data analysis. In a constantly having situation like the COVID-19 pandemic, accurate and reliable data is key to making informed decisions. 

3. Data Leads to Targeted Marketing Strategies

The goal of your marketing strategy should be to reach the right people with the best message. You do everything you can to optimize your message and get it to drive traffic, whether that is to your storefront, webpage or social media accounts.  However, you won't know what is or isn't working without collecting data about a campaign's effectiveness. Gather and analyze the information about how people are finding you to develop the most effective marketing strategies in these uncertain times. 

4. Data Aides in Controlling Costs of Goods and Services

While the wealth of customer data is important, it isn't the only information you should be focused on. The costs associated with providing services and developing and manufacturing products are also important. You can utilize data to get a complete picture of costs and use that to determine a reasonable pricing structure. Consider for a moment how much time goes into the display and selling of each product. If you aren't considering those figures into total product cost, then you are short changing yourself and lowering your profit margin. You may even be losing money on some sales. With a clear idea of those costs, however, you can price each product accordingly. 

5. Data Helps You Develop Streamlined Processes

Waste cuts into profits and wastes time and resources. Every company feels the effects of waste and tries to minimize them. You can use data to find the best processes that offer the greatest ROI to minimize waste. It can also be used to determine which products, services or processes are not working as expected. Changes can be made to them or they can be eliminated entirely depending on what is revealed.  

6. Data Can Help You Solve Problems

Problems arise in business. Whether it is a failed marketing campaign, a product that simply didn't catch on, or something else entirely, these failures will almost certainly be repeated if you don't understand what went wrong. Using data to examine every aspect of the situation can uncover previously hidden trends and concerns. If an analysis is ongoing, you may be able to fix these issues and love the problem before you. 

From helping you make informed decisions to revealing patterns and opportunities for growth, data is an invaluable tool. You should work together, filter and analyze it to help your business weather the economic downturn and emerge stronger and more resilient on the other side.  

Publish Date: June 8, 2020 3:12 PM

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