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“Customer science” is a relatively new term, but when you break it down to its basic parts, it’s not a new practice, and essentially, what we are talking about when we say improve the experience you offer customers by making changes to it based on story the data is telling you.
For example, you notice on satisfaction surveys and across social networks that customers have trouble deciding on which of your products to purchase due to lack of variety. Tie this back to purchasing patterns and you can conclude that due to the lack of variety, the business could potentially lose 35 percent of sales.
I wouldn’t say that customer science is as repeatable as other science-based experiments due customer preferences and changing buying behaviors, but the approach and framework is. Find that story in the data that, if improved or optimized, will positively impact the overall experience. With scientific precision and certainty, you can then continuously create and foster great experiences.
One definition I found spells out customer science this way:
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Thinking bigger picture, customer science supplies some impactful business outcomes, according to USTECH Solutions:
- • Strategy – Identify and analyze holes in the customer journey that when improved can satisfy an unmet customer need/want.
- • Quality – Always ensure you meet and exceed customer expectation and get rid of the mindset that a universal experience is fit for every individual customer. The more you can personalize and cater every experience, the greater the outcome.
- • Profit – Customers will notice the small details the brand makes to their experience, which are a win-win for you and the customer — the more fine-tuned their experience, the more products and services you sell and the lower the costs to market that product are if you know how to hit the target every time.
- • Efficiency – Customer data can help us support decisions across the business, and one area in particular can be vastly improved when the data lense is applied: operational efficiency. Data can expose the weak processes and ineffective tactics to acquire customers.
Remember the saying, “the customer is always right”? While customer expectations have certainly changed and become savvier shoppers since this saying was the motto of many customer service departments, customer science does not fall from from this same idea.
Some experts say that customer science can be thought of as simply going above and beyond customer’s expectations to ensure their overall happiness remains high. As part of this mindset, companies should know their customers better than anyone else — what motivates them, what influences them, what contributes to repeatable purchasing behavior actions.
Put simply…
Customer science is the best way to keep up with the vastly changing needs of today’s customer. By dissecting business and customer data such as buying behavior patterns or tangible feedback and coupling it with your organization can be at the helm of staying on the pulse of what your customers want and need at all points of their lifecycle.
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