In this article we see, through a concrete example, how you can use information-gathering forms to give better experiences to your users while improving your results. It is important to remember that every single piece of information given to us by a consumer will have a value for them, and it will therefore be important to be able to return to them, in exchange for this information, a corresponding value.In this sense, improving the user experience and developing targeted offers will increase the closeness of our brand with the consumer.
An example of targeted cross-sell
As a concrete example, let us consider the case of an airline. One of the undoubtedly most interesting consumer segments is represented by business customers who, if they are loyal – possibly even through a frequent flyer loyalty program -, can buy with a certain frequency looking for comfortable business travel, with very high flexibility in reservations and a large number of available destinations.This is undoubtedly a type of customer that it would be interesting to engage with a targeted cross sell, which would lead them to travel with us not only for business but also for personal travel.
Clearly, in order to target our proposal, we will need to gather accurate information about our customers’ desires.
But what do we know about their desires? About their needs? And how is it possible to gather this information easily and without boring them?To be able to propose a targeted cross-sell, it is therefore important to be able to understand their real needs, but how do we imagine if they have a family or if they occasionally want to combine a business trip with complementary services? Is it better to suggest to them a sports vacation or a totally relaxing vacation?
Since this is sensitive information, it will be crucial to be able to collect it in a very smart way, perhaps by asking individual questions, even at different times, that do not require much effort in answering. Questions asked while browsing our site or through a targeted e-mailThese are the cases in which to interact with a customized form; let’s see a concrete example that can help us understand whether our business customer is a family man or an eternal Peter Pan.We could study a very simple form, a single well-posed question to be answered to make the collection smart without boring the user. What if for once the journey was not business…where would you like to go?
Asking these questions in a simple way is crucial to being able to get enough responses to be able to further segment our business segment.In this way, the explicit information he has left us with could help us to propose a specific offer to him with suggestions that will stimulate him and at the same time create even more of a bond with a brand that really knows him and is able to interact with him in a personalized way.
Reconciling information
In order to make real use of this information, it is essential to use a system that allows us to bring each piece of data together, reconciling it with the data of the individual customer and then being able to operate and automate a series of proposals based on the responses and the user profile that we will gradually build over time.In addition to the explicit information that our customer might leave us through the completion of a form, we could in fact also collect all the information about navigation on our site, interactions with our communications or purchases made. Collecting this data and automatically comparing it to the behavior of similar users will allow us to make more targeted recommendations.
If you would like to learn more about these issues, contact us to speak with one of our experts without any obligation!
