Businesses worldwide are waking up to the potential of location intelligence and leveraging it to engage with their customers. It offers a much better understanding of a customer’s journey and their needs at every stage of the journey, providing more specific insights into the complex behavior and intent of customers. It ensures a personalized and enriching experience for customers throughout the customer journey.
Below are a few scenarios where location intelligence can be used to deliver personalized and enriching customers and drive loyalty with deeper engagement.
Targeted marketing
Using call center and CRM data about customers’ location, marketers can refine their marketing efforts and offer more value to customers through better targeting. Geotargeting can enable companies to understand their consumer segment better use insights based on regional demography and branch location and send them targeted ads for instant gratification. These insights can also be used to promote new campaigns and products. Other location-specific details such as ongoing events, news or weather can help customize campaigns even further.
Targeting customers who are willing to do business allows better utilization of marketing resources and improves ROI. At the same time, customers are more likely to engage and stay with a company that understands their needs and delivers on them.
Location Analysis
Location intelligence can be highly beneficial for subscription-based businesses with several branches. Geography-specific insights into fundamental factors like local demographics, economic drivers and competition can help understand customer behavior and expectations better and meet them effectively.
For example, a utility company can analyze every branch on the number of customer calls, average handling time and common customer concerns. Thus, the company has better visibility of operational challenges, focus areas and resource allocation requirements to deliver superior customer service.
Branch Performance Improvement
Similar to the above, location data can provide actionable insights into how individual branches and dealers are performing and how they can improve their performance for better profitability and customer experience. Here, performance KPIs may include attrition rate, number of high-risk customers, customer feedback and net promoter score (NPS).
Based on identified KPIs, a company can spot customer service gaps, agent retention performance and most common churn causes at the branch level. This intelligence can be used to categorize all branches, set realistic targets for every branch leader, and prepare a performance improvement plan to help achieve those targets and improve NPS.
Service Routes
A company can analyze customer data by branch location to understand the most frequently mentioned concerns as well as high number of dissatisfied customers at individual branches. It can then rank every branch by predicting the number of at-risk customers.
The analysis can provide branch heads with better visibility of the service routes with high customer dissatisfaction. It allows them to assign trained and top-performing service representatives to visit the route connecting dissatisfied or high-risk customers and resolve customer concerns quickly and effectively. This strategy can improve customer experience and NPS score.
Personalized Offers by Geography
Personalization is essential to improve customer experience and engagement and reduce cancellations. Service professionals can use location-specific information to better their interactions with customers. They can tailor their conversations according to the customer concern that is quite specific to their location and provide them with personalized offers.
For example, a service agent at a pest control company can collect information about the most common pests found in a customer’s region. They can then quickly review the information to offer an impactful and personalized value proposition to the customer based on the risks that those pests pose.
When utilized well, location data presents a whole lot of novel opportunities for companies to transform customer experience. When you know where your customers are, how they shop, what they use and what their expectations are, you are in a better position to engage with them better and establish a long-term relationship.
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