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8 Data Capture Mistakes That Can Wreck Your Customer Journey

by Simon Spyer on Oct 6, 2016 11:45:47 AM

Get The Basics Of Your Data Capture Right

8 Data Capture Mistakes That Can Wreck Your Customer Journey
Insight is the fuel of effective customer journeys - the process that consumers take or could take to becoming a customer and (hopefully) becoming a regular, returning customer for your business.

With GDPR and customer data privacy a hot topic, it’s important to capture data both responsibly and in an engaging way so that you get the basic information that you need to meet your marketing objectives while not causing moments of friction in the customer's journey. 

There are 8 common mistakes made in getting value from the marketing data that you collect and ensuring your customers see the benefit of sharing it.

1. Collecting More Data Than You Need

Those familiar with the Lean Startup approach will know about minimum viable product. And the principle is the same with customer data: what is the minimum amount of data that you need to collect in order to serve the customer and build a relationship with them?

If you aren’t planning to telephone the customer then don’t collect a telephone number. It creates a barrier to the customer completing the form and creates complexity for you.

2. GIVING Free Text Options

Always ask customers to pick from lists. These could be drop-down menus or tick boxes. 

If you allow free text then someone is going to have code the data into a consistent format. This immediately adds cost and creates potential for data quality issues.

Plus you're making the customer do more work and will see drop-outs on your data capture forms.

3. Using Old Data

The moment that you capture data it is out of date.

This has implications for the data that you collect (e.g. ask for a date of birth rather than age) and how you use it - behavioural data (see point 5) will help you better ensure that your experience (landing pages etc) are relevant and feel personal. 

4. There Isn't A Clear, Compelling Value Exchange

So what?

Today’s consumers are savvy and willing to share their data with brands. But there needs to be a clear benefit to them.

That benefit needs to be both why they should share any data with you and why they should tell you specific pieces of information.

Only collect data that has a demonstrable value to a customer. Asking where they heard about you or when a policy renews doesn’t cut the mustard.

Think about why you are asking for certain data at a specific point in the customer relationship. Does it feel natural? Is it clear to the consumer why you are asking for it?

This does afford you a great opportunity to gamify data capture: to incentivise customers or to give the impression of better service or greater social currency by sharing more information with you. 

5. You Rely On Claimed Data

You should only collect the data that you need to:
Beyond this, use your transactional and behavioural data to get a far richer understanding of who your customers are than they will actually want to tell you (or even be able to tell you).

6. You Don't Bother To Validate Your Data

All data has a cost but particularly wrong data. Collecting an incorrect piece of data at registration will be particularly costly: you may not deliver expected service at a critical point in the journey.

And you may waste your marketing money writing to an address or calling a customer that doesn’t exist.

Address lookups are great and support point 7 below. You can also screen for syntax in, for example, email addresses that you are collecting online.

If you are collecting data offline then screen it before you load it to your marketing database. It’s better to fix it at source than add it to a database that may be connected to multiple data solutions.

7. It's Too Hard For Consumers

You should make it as easy as possible for consumers to enter their data. 

Break lengthy forms into small pieces and show the customer how they are progressing through the data capture process.

If you have rules for password strength then tell the customer before they attempt to create a password.

8. You Ask For The Same Data Again. And Again.

If you have the opportunity to collect more information through the customer lifecycle then demonstrate to the customer what you already know and never ask for the same information twice. Remember the concept of Show Me You Know Me.

The customer isn’t going to be interested in your internal barriers to knowing them.

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This post was written by Simon Spyer

Co-founder & Insight Partner at Conduit, professional insight-monger, dad, lover of all sport and Spurs.

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