It’s not enough to simply collect this information. The next step is turning data into actionable subscriber intelligence that informs customer experiences. For example, usage data can determine when you send refills or maintenance products, or streaming content preferences can help you suggest other relevant content. Layering this information on top of a customer’s renewal date enables you to offer a promotion or upgrade at the right time.
The challenge for many B2C companies, however, is that when customers engage through multiple channels, including third-party marketplaces, their activity may be tracked separately in each place, making it difficult to get a complete picture of their overall interactions. To combat this, many companies invest in a team of engineers and data analysts who combine data sets, match users, and try to create a cohesive picture. This process is often messy, error-prone, and time-consuming. This approach may also limit your ability to take action on customer insights, resulting in disconnected experiences and lost revenue opportunities.
Many businesses also don’t have the technical capability to execute tailored experiences based on subscriber intelligence, such as deploying pricing into multiple channels, managing offerings across different geographies, and supporting the variety of actions a customer might want to take. To offer the kinds of experiences that retain customers and enable growth, B2C companies need internal systems that allow them to both gather subscriber intelligence and effectively act on it.