How do you develop SEO customer relationships

Digital customer relationships: Many companies ignore user requests

The digital customer relationship is one of the most important building blocks for most companies. Nevertheless, there is often no analysis of user data, which makes your own digital optimization more difficult. Small companies in particular have some catching up to do here.

Digital customer relationships need analysis

If you want to reach your customers online, you need a successful strategy. Whether this is done via your own company website or via social media. However, it is also of interest how the companies approach and react to potential customers in the first place. That is why Bitkom, under the leadership of Georg Klassen, Chairman of the Bitkom Working Group Digital Analytics & Optimization, has created a study that takes a close look at digital customer relationships. It was also examined to what extent the data analysis of customer data is also sufficient for one's own benefit.

The study is based on a survey of 1,005 companies in Germany with at least 20 employees and is classified as representative. The most impressive results emerge:

  • that 30 percent of companies do not collect and analyze customer data
  • that only about half of the companies try to generate value from such an analysis

An optimization of one's own performance - also in relation to the customers - can only take place in the best possible way if the wishes and needs of the customers are also taken into account. An analysis is definitely required for this.

Where are the points of contact and what kind of data is collected?

For most companies (87 percent), corporate websites and blogs are the number one touchpoint for communicating with customers. While newsletters and mailings are still important for 58 percent, just under half say they rely on digital customer service or online shops as a point of contact. It seems somewhat surprising that, according to the survey, only 29 percent of companies rely on social media channels.

Although these points of contact are extremely important, only two thirds (65 percent) of those surveyed collect and analyze customer data at all. However, a trend can be seen here. Large companies with over 500 employees do not fail to do this analysis. In the case of companies with 20 to 99 employees, on the other hand, even 35 percent are currently without collection and analysis of customer data, according to their statement.

But what data is actually collected? Of course, it is above all (63 percent) the visitor data from the websites and blogs that is evaluated. Data from mobile apps are also analyzed by 52 percent - but only nine percent of companies address their potential customers via apps. Otherwise, it is more likely to be social media (32 percent) and geographic data (30 percent) that are examined. Important findings such as demographic data (5 percent) or search engine and SEO data (15 percent) are rather secondary.

Only 21 percent of customer satisfaction is determined using data. But doesn't the optimization need exactly this data as a basis?

Learn to understand customers better for an advantage in digital competition

Those who already manage to better understand the wishes of their customers in the digital world will also be able to achieve a clear competitive advantage ",

meansGeorg Klassen. But while almost all (97 percent) companies use digital touchpoints for communication, just under half (53 percent) rely on gaining knowledge through digital analytics & optimization (DAO). And only 38 percent use at least one DAO tool at all.

While web analytics in particular are used (52 percent), very little attention is paid to app analytics (9 percent) or tools for targeting (11 percent).

Those companies that use such tools state that they certainly give them advantages. Not a single company could not see at least one advantage in using such tools. 61 percent have adapted the products and services to customer needs as a result of an analysis of customer data via DAO. More than half (54 percent) state that they can implement marketing and sales campaigns in a more targeted manner. Klassen adds:

Personalization and segmentation in particular is an important preliminary stage for preparing offers for specific target groups and making the offers that are likely to interest them most directly to the customer at the digital point of contact.

After all, 44 percent also state that they have improved their understanding of how the products and services are used. One of the many advantages.

Strategy is the be-all and end-all: large companies have an advantage here

Having a good strategy for digital customer relationships is worth its weight in gold. But most of the time it is more likely to be found in large companies with 500 or more employees. 44 percent of those have a DAO strategy; in small companies (20 to 99 employees) it is only one in five.

Anyone who wants to build a digital customer relationship needs a clear strategy. In addition, the results that arise from the analysis of customer requirements must also be used at the crucial points in the company, for example in product development or sales,

explains classes. And at 68 percent of large companies, findings from the DAO are also integrated into other processes. Overall, however, this type of link only occurs in 30 percent.

Accordingly, the larger players also derive more benefit from these customer data analyzes. If a total of every third company uses the data to develop new and innovative products and services, then among the large companies this is at least 47 percent. Even with the improvement of these, the average value rises from 47 percent for large companies to almost 70 percent. Large companies also see a similarly higher added value with regard to the forecast of future developments in their own company.

Large and small companies show clear differences

The Bitkom study reveals that especially the small companies - and those with fewer than 20 employees were not even part of the study - still have some catching up to do when it comes to analyzing customer data.

Small companies in particular miss out on great opportunities and thus give the larger competition more competitive advantages.

summarizes classes. For the sake of fairness, it must be mentioned that the budget differences often result in such a different perception. However, all companies should still keep an eye on digital analytics & optimization. Because the advantages that arise from a better understanding of customers speak for themselves. So that the smaller players do not fall further behind, especially in the digital advertising environment, where more budget is generated with more reach, strategies for optimizing the digital customer relationship should be developed.

Using DAO tools is a good way to do this. However, more important may be the awareness of how worthwhile it is to deal with customer needs and their usage behavior. The study certainly contributes to this. Ultimately, in the digital environment, the user always has a choice; If it no longer falls on your company, you should at least consider analytically why that was.

You can find the entire study by Bitkom here.