TMCnet Feature
March 30, 2021

Jesse Willms Gets To The Heart of Customer Retention



Business is more than products and services. Jesse Willms has been active in sales and customer analytics for much of his life. By studying marketing trends and consumer needs, successful business strategies are formed.



Customer Insights

Understanding the needs of a client or customer is one of the key factors of creating a successful business. Even core businesses that sell products or services that are essential to society can still need marketing.

Since the market is always evolving, certain businesses must change to meet their financial goals. Car dealerships, for example, often struggle with the competition of online car databases. By starting a vehicle history website, Jesse Willms provided a service that customers didn’t know they needed. By responding to a core business that is currently competing with new technology, he understood a customer’s thought process.

Customer insights improve business in a few different ways:

  • A business can see which specific products or services are in demand.
  • A business can understand what a customer finds valuable.

These two benefits may sound the same, but there is an important difference. By understanding what a customer finds valuable, a business can create additional products and services they might want. By guessing their needs based on the way a client or customer thinks, businesses can learn to anticipate future investments.

The Value of Customer Analytics

Customer analytics is a process that allows a business to measure customer data. Analytics is a crucial part to a business’s marketing strategy. By pinpointing exact outcomes, success rates can become tangible. Customer analytics can help a marketing department create realistic goals for the growth of a business.

Businesses have a wealth of data to choose from. Common data that is beneficial for a company include:

Identity data. This is frequently used to personalize communications. Identity data can help maintain contact details and understand the values of customers.

Descriptive data

These metrics can show lifestyle and career details. This is a slightly more in-depth look into identity data. By expanding upon this concept, descriptive data can make sense of a person’s habit and intentions.

Behavioral data

Behavioral data is frequently measured by page views or emails opened. Calls to Action can also be recorded. Customer actions and patterns of behavior are identified by this data.

Qualitative data

The attitude and motivations of customers can be analyzed with qualitative data metrics. Additional information gathered through surveys can also be shown through this data.

Customer Analytics is important for businesses to reach potential and existing customers. The internet makes access to businesses through mobile and social platforms a necessity. Jesse Willms has long understood the importance of a seamless experience when buying products or services and this can be achieved faster online.

Customer analytics is most effectively collected online. Data metrics can easily be analyzed for the purpose of retaining business. By reaching the right audience, customer analytics can gain revenue and relevant information for a company.

Retention and Lifetime Value

Customer retention depends on providing consistent value. Repeat buyers must be able to trust a business and experience a convenient buying method. To keep customers from switching their business to a competitor’s, metrics can help evaluate the performance of the business and customer behavior. Customer lifetime value is a measurement of how valuable a customer is to the business.

A customer is valuable for several reasons. Customers help financially support a business, but they also hold value during their entire relationship with the company. Since it costs less to keep a customer than it does to acquire new ones, understanding what current customers value is extremely important.

The overall customer experience plays a significant role when retaining a customer. This experience can happen in a brick and mortar building or online. Every detail from store music to the online support technician can create an impression. Certain customers may place a high value on friendly customer support but display a lack of interest when it comes to checkout options. Knowing this data helps when saving money.

How SEO Trends Help

SEO helps to retain customers by emphasizing values. Since much of business is conducted online, text can dramatically impact the quality of a website. By attracting potential clients or customers through a written site content, a business has the chance to connect with their target audience.

SEO is designed to improve a business’s rank on a search engine. Becoming visible to the public is similar to hanging a shingle outside a company. Except it can attract a significant amount of traffic.

When updating a site’s SEO, relevancy matters. One of the best ways to understand what matters to a business’s reader base, is to understand customer analytics. Having behavioral data can suggest how long an individual stays on a website as well as how likely they are to promote it on social media.

Using SEO and customer analytics can retain customers in multiple ways. Customized posts and site content can grab the attention of both new and existing customers. It can also generate interest in a service of value. Creating a desire to use something that may not have been previously imagined is one of the perks to understanding the needs and wants of a particular audience.

Which Businesses Need Customer Retention?

Any business can benefit from customer analytics because customer retention is crucial. Whether a business provides services or products, understanding a customer base has significant value when both spending and saving money. Customer service, marketing departments, and product development are just a few of the industries that benefit from analytics. Customer retention is constructive for any business to succeed.



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