Hi Dana, tell us about yourself, your background?
I’m an enterprise content strategist, brand marketing consultant, and keynote speaker. My work and a huge part of my life are about helping companies build trust and provide support to their customers through the medium of digital content in all its forms. I’ve been providing services mostly for tech startups, software development companies, and consumer electronics brands in the USA, Singapore, Israel, and Eastern Europe during my career.
I feel very fortunate to collaborate with knowledgeable professionals and clients from companies like Google, Pipedrive, MoDev, SocialBook, HelpCrunch, and many others. My articles about customer experience, business, and digital design are read on Medium and many web magazines. I’m also a co-author of the book “Business-Driven Digital Product Design,” created collaboratively with the design executives from Fireart Studio, the company I’m happy to be associated with as a Content and Digital PR Manager.
Online commerce was booming in 2020, and so did consumer reviews. – How can brands better utilize this data to improve their customers’ experience?
Whether it’s a physical product, digital product, or even a service, customer feedback is the richest source of real product insights for other people who consider buying it and the company. Negative reviews are obviously not pleasant, but they are the most powerful boost for product improvement and brand advance if you treat them professionally. It allows you to build a strategy based not on your own cues but on real consumer needs and experiences.
By listening to consumer feedback on social media, eCommerce platforms, and other spots on the web, companies can improve their products, customer experience, marketing strategy, and customer service. It’s a too precious source of knowledge for the company to be simply ignored. Customer feedback can give the company an understanding of the consumer problem and your target audience’s sentiment, behavior, and values that are equally important for product development and building effective marketing and communication strategies.
Dana’s tips for personalization
What tips do you have for companies that want to improve their personalization strategies?
I find conversion rate optimization (CRO) tools, user session replay software, and social media listening tools and the integration of customer surveys into online experiences, very helpful for gathering real feedback. It allows collecting insights about the product, the actual needs of consumers, and the ways of how people want to get their experiences personalized. This knowledge can help companies create more personalized products and services.
Some of the tools mentioned above allow easy and immediate reporting of customer issues to a help desk and instant forwarding them then to product teams. This feature can also help improve customer service and contribute to more personalized customer experiences, in my opinion.
Do you think personalization and customer-centricity are going to become increasingly more relevant in the coming year? How so?
For sure! Personalization and customer-centricity have always been crucial. However, their significance is increasingly growing along with the greater importance of the individual, referring not only to business but also current social movements. It’s 2021, and today, everyone matters. Brands across different industries start speaking out about social equality, diversity, and inclusion – three values that have become an anthem of modern society.
From a business perspective, it means that companies will start learning about their customers more carefully, including social groups whose needs have been missed before. Business is going to become more customer-centric and inclusive. At least, it’s where socially conscious and future-oriented companies are actively moving today.
Social media pages have become crucial for companies in most industries, especially in eCommerce. What’s the most common mistake you see in a company’s social media strategy?
The most common mistake is ignoring the users’ negative or even aggressive comments under social media posts. If the company “forgets” to treat these comments timely and professionally, they may grow into an online discussion happening without the brand’s participation in it. You never know the consequences… My advice is to always respond to all and especially negative comments to manage the problem effectively and avoid any harm to a brand reputation. Don’t underestimate the power of social media influence. Social platforms are the fastest in expanding information in the online world, whether positive or negative.
What’s the most insightful book you read in 2020?
There are two of them, “Purple Cow: Transform Your Business by Being Remarkable” and “The Icarus Deception: How High Will You Fly?” both by Seth Godin. I think it’s a great author and personality that has greatly influenced my professional views.
It looks like working from home is going to stay with us for the foreseeable future. How should Executives gear up to the changing times?
What I see from my work with teams and communication with the executives, it’s that a continuous dialog with a team is key. It reminds all stakeholders that they are parts of a bigger mission that stands behind the company. Finally, it reminds all of us that we are here to build something great together. Open and honest communication helps keep everyone in the know of the company’s current goals, plans, and problems resulting in higher employee’s effectiveness and overall business performance. I believe that well-organized corporate communication significantly contributes to business resilience in these challenging times.
Last but not least, what is your favorite CX metric?
It’s customer satisfaction. In my opinion, it’s the most encompassing CX metric that embraces customer experience with a product, the company itself (whether it’s online or offline), customer support, content, etc. It gives you insight into the overall impression that will stay with customers when they leave and which they are likely to share with their friends in real life and on social media.