Providing a full and accurate customer experience lifecycle is not simply about knowing what your customers wanted yesterday or what they might want today.
Smart strategists need to also take into account and prepare for future needs and wants likely to impact their most loyal and profitable customers. Many business intelligence tools provide insights as to what a business is failing to deliver, or the products and services customers are most passionate about. Online reviews might even include hints that point to new interests that align soundly with the product or service line offered by a merchant. Knowing what is next is essential in setting the stage for incremental growth and increased loyalty in the long run.
For those looking for actionable data that will facilitate innovation while diminishing risk, learning how to use Google Trends and using the data to develop their customer experience and product strategy might just be one of the best marketing and customer service moves ever. Incorporating careful, data-driven analysis to your overall customer experience strategy can help you as you work toward giving your customer experience strategy a makeover.
Customer Experience Strategy Aimed at Reduced Churn Rate
More repeat business means less effort spent on marketing efforts related to replacing customers no longer willing to engage with a business, for one reason or another.
A sound customer experience strategy is strongly sensitive to the needs of customers, and constantly looking for ways to innovate so that it may better serve customers by providing goods that are relevant to their present needs.
It is quite tempting to rest on your marketing laurels and simply provide the same thing, every single time. Consistency in delivery is priceless and should be part of your strategy, but you should never stop at that and ignore other opportunities to better serve your customers.
Let’s look at this example of what happens when a business strategy neglects to anticipate market changes and new customer needs:
Hotel A realizes the importance of Internet connectivity and decides, in 2004, to provide high-speed DSL service in every single room. Hotel A makes a significant investment to make this upgrade to their 500-room facility and decides to charge a daily rate for usage.
Because Hotel A is an early adopter located in a market heavy in business travelers, they quickly recoup their investment and begin profiting from their new service. Customer satisfaction and repeat business increases. Hotel management continues with business as usual, and makes no plans for an upgrade in response to evolving customer needs.
Before they know it, guest satisfaction scores begin to drop, and business is redirected to properties offering wireless Internet. By the time Hotel A develops a keen awareness of the issue, many of their most loyal customers have switched to a different property that is better able to meet their needs.
Many businesses in a variety of categories are in the same boat as Hotel A. Their marketing strategy lacks agility and is not maximizing the tools available to confirm what customers truly want.
“Knowing what is next is essential in setting the stage for incremental growth and increased loyalty in the long run.”
If your business seems to be drifting from a responsive customer experience strategy, then you need to know about Google Trends, and learn to use it in tandem with other business intelligence resources so you can validate a hunch or anecdotal perceptions coming from frontline employees.
What Is Google Trends?
Google Trends is a tool that allows users to track the search volume for a particular term or terms across a geographical region, language, or time frame. Through it, a business is able to identify what types of searches are trending and which ones are becoming obsolete.
Need Ideas? Consider a General Category Search
Google Trends includes a feature that shows you what is trending by category. Browsing through the trends can provide ideas and inspiration for new products, services, campaigns, or Web content likely to attract more customers to your business or webpage.
For example, if you are a restaurant, then you might want to know that one of the most popular searches for the food and drink category relates to recipes. Knowing this can trigger a variety of ideas to make your business or business website more relevant. You could decide to include featured recipes, as part of the customer experience, on your restaurant page, or include verbiage that alludes to a “new and improved recipe” when crafting online or offline menus.
Want to Validate a Hunch or Observation from Other Channels?
If you have been identifying trends in your customer reviews or through your frontline employees, don’t take their word as gospel. Instead, take advantage of Google Trends to validate if a particular product, service, or feature is in higher demand, thus more likely to be searched on Google.
Google Trends not only provides you with historical data, but they will also give you a potential forecast for specific terms, allowing you to better plan for capital improvements, product revisions, and upgrades to technology or services.
For example, let’s look at someone in the carpet cleaning business. More and more homeowners are opting for solid surface floor options such as tile and hardwood. This change in architectural preferences will reduce the overall volume of searches for carpet cleaning.
A carpet cleaning company might become aware of the trend because of increased requests for services such as grout cleaning or wood refinishing, or by a customer review indicating that a carpet cleaning professional was not able to assist them with all their floor surfaces. Revising a service list to include cleaning of hard surfaces will allow a business to keep the same level of volume even when customers no longer need carpet-cleaning services.
Learn to Maximize the Related Search Terms Google Trends Features
In addition to validating a hunch, Google Trends can help a business expand its grasp on trends affecting the industry or region. Each time someone conducts a search using Google Trends, he or she will get a query response that not only tracks the trends for a particular term, but also suggests additional words or word combinations in the category.
When this happens, a business may decide to incorporate some of the concepts suggested to its marketing and advertising strategies.
If you are tasked with managing business growth and improving the overall customer experience, then give Google Trends a try. Combined with other customer feedback tools like a Net Promoter Score and reputation and review management, Google Trends will empower you to make data-driven decisions that make sense.