Customer Intimacy Post #3

How Data Powers Customer Intimacy

Collecting data < actioning data

Data is the foundation of Customer Intimacy—but only if it’s used effectively. It’s not just about collecting numbers; it’s about turning those numbers into stories.

While my fashion style leaves something to be desired, it does not stop me from aspiring to do better. I spend more time than I should looking at fashion brands like Rhone and Vouri and their use of data to create more relevant interactions. 

They do a great job of using my browsing history, offline purchases, and email engagement to tailor product recommendations and enhance the shopping experience. 

Extra credit to Ministry of Supply (A) for making good-looking clothes that last forever and (B) humanizing (wink wink) the process by sending an email introducing me to my "personal shopper" who leveraged my past purchases to provide me recommendations.

Actionable TIp: Regularly audit your data collection practices:

- Are we gathering actionable insights?

- How are we using those insights to personalize the customer journey?