Making every customer feel important and appreciated is a goal most companies would endorse. We’ve been led to believe that Big Data is the path to such relationships. Building comprehensive customer profiles and connecting massive outside databases may be the ultimate aspiration, but it is a huge project. The larger the organization, the more complicated it becomes.
Fortunately, companies can adjust customer communications now to leverage the power of easily accessed knowledge. This valuable information we’re calling “Little Data” can be used to create powerful documents supporting immediate customer experience objectives.
Little Data can include simple items such as a customer’s address, important dates, or simple demographics like age, or language preference. None of these data points are difficult to establish for individual customers. The information might already exist somewhere within your company files. You may not have a gigantic data warehouse, but it won’t matter. Working with obtainable information to achieve specific outcomes does not require sophisticated techniques we usually associate with Big Data.
For decades, studies have shown accurate personalized and relevant information appearing on documents improves the effectiveness of those messages. Printing, mailing, and document composition tools used by Earthcolor and other service providers can generate and distribute full color messages aimed at an audience of one, at a reasonable cost.
Execution is not a problem, but that wasn’t always the case. Until recently, producing color personalized images with acceptable quality was not easy. Traditional printing presses, which create the best-looking output, were built for printing large quantities of identical pieces. Until digital inkjet technology improved, personalized document creation was too expensive, or the documents were of poor quality.
Contemporary inkjet presses can print high quality variable documents in full color at a fraction of the former cost. Rapid developments in press technology and ink chemistry are allowing printers to use an ever-increasing selection of substrates. It has never been easier to take advantage of variable data messaging.
Putting Little Data to Work
Though conditions have changed, some marketers are stuck in the old ways. They aren’t thinking about the power of digital variable color printing, intelligent inserting, or personalized messages and offers. This is where the power of Little Data can be put to use.
Varying an offer to account for recent customer purchase activity, for example, would allow organizations to present introductory prices to new customers and upsell offers to others. Basic if/then logic can reduce wasted efforts and improve customer experiences.
Geolocation software can provide the distance between customer addresses and physical store locations. Document composition programs or intelligent inserters can easily handle the variable message production and distribution. Attracting more customers from greater distances with higher-value coupons, while simultaneously lessening the revenue impact of coupons provided to nearby patrons, is great for campaign ROI.
There are many ways to use Little Data that will greatly improve campaign performance and customer perception and it won’t take a PhD to figure it out. Take a look at the information you have on file and then contact us. We’ll help you put it to good use.