Blog
Our latest news and articles
If You’re Lost in a Sea of Data, Discover CDP: What Is It? How Does It Help?
Nowadays, companies have a vast amount of data on customers, leads, and target audiences. This would be good news if most of it wasn’t irrelevant or duplicated. That’s why you might need a Customer Data Platform to help you, but… What exactly is CDP? Today, we’ll tell you more about how it works and how it can benefit your company, explaining our solution for you. What is CDP? CDP stands for Customer Data Platform. It’s software or a program that collects information from various channels, unifying and segmenting it to create a unique and coherent profile of each customer. Among the data it collects are behavioral data, part of the so-called customer journey. These include all the actions the customer takes on the site, app, or even with the digital assistant. Additionally, it collects data from electronic transactions and demographic information about the customer. Once this database is created, it allows access from other systems or programs. This helps synchronize work across different departments in the company and ensures data integrity when shared. Don’t confuse it with a Customer Relationship Management(CRM) system. While CRM also collects data, it’s less complex and more focused on communication. Nor is it a Data Management Platform(DMP), which collects anonymous data through cookies. How Does a Customer Data Platform Help Me? Now that we know what a CDP is, let’s see how it can help you. Specifically, it has three main goals, which we’ll explain individually: All Your Data in One Place The first benefit of using this tool is unifying all the information. One of the biggest problems companies face is that each department has its own data, which isn’t shared with others. When this happens, business operations slow down, and there’s less agility. With a CDP, you have unified software that connects to various tools, including those used by the company’s marketing specialists. This way, the SEO manager has the same customer information as the person running traditional TV advertising campaigns. Segmentation When launching advertising campaigns, a CDP is an excellent option. After collecting the data, you’ll be able to define the best audience segment for your campaigns and marketing channels. Thanks to this, your customer conversion rates will increase significantly, as will your ROI. By focusing more effectively on potential buyers, you won’t waste time or money. Everything will be directed towards leads with a higher likelihood of purchasing, reducing expenses. What is CDP? It’s Privacy Nowadays, companies in the European Union must comply with GDPR, ensuring data privacy and customer consent. Since CDPs rely on this information, it’s crucial to comply with current legislation and avoid penalties. Fortunately, CDP helps manage first-party data, ensuring consent is handled across all areas. Additionally, everything will be documented and recorded according to the law. How Can I Leverage It with indigitall? Now that you know what a CDP is and how to benefit from it, it’s time to find a tool that controls your data and helps you achieve greater results. If you need to automate your campaigns and better manage your information, turn to indigitall and our tools. For example, our tool focused on the Customer Journey allows you to build deeper connections with your customers. It’s an all-in-one solution for running marketing campaigns across various channels, connecting with all buyers through a unified control panel. To keep all your data together, it syncs with all your systems, including your CRM. This ensures your data is up-to-date and synchronized across all company departments. We guarantee data integrity and security when sharing. On top of that, our tool uses artificial intelligence to create automated message flows, based on each customer’s data, which increases the CTR of your messages. Save time, optimize your strategies, improve your brand image, and boost sales and customer loyalty. If you want to use our tool and improve in every aspect, contact us. You can request a demo to see the numerous advantages for yourself. Don’t wait any longer— automate your business with us!
What is Service Design and Why is it Important? We Help You Achieve Your Goals
From the outside, it may seem that some companies only sell a product or service, with no real difference from others. For example, Starbucks just sells coffee, right? So how have they become so popular? This is thanks to Service Design, a methodology that meets customer needs by striving for excellence in service. If you can implement it properly in your business, you’ll be able to stand out from the rest and increase your profits. Want to learn how? Don’t worry—we’ve prepared a short guide explaining what Service Design is, how it works, its principles, what sectors it can be used in, and its advantages. What is Service Design? Literally translated as”service design,” it’s exactly what the name suggests: focusing on creating and improving the services a company offers, all from the perspective of the customer and their needs. It involves organizing everything to meet the user’s needs, including processes, interactions, components, or even the infrastructure of the place. Moreover, it focuses on enhancing the experience of the company’s workers and suppliers by creating various methodologies to improve these aspects. It shouldn’t be confused with UX Design, which translates to”user experience design.” In that case, UX focuses solely on the user’s experience with a website, social media, or an app—that is, the online world. Service Design, on the other hand, addresses the entire process, both digital and physical, so UX Design can be seen as a part of it. In What Sectors Can It Be Used? This methodology works well in any sector involving the provision of services, i.e., the tertiary sector. More and more companies are adopting it, with the best example being Starbucks, which has perfected it to the point where drinking coffee there is an experience. Besides hospitality, you can find it in the tourism industry, retail, logistics, and even banking. The public sector can also use it to improve its services, such as in health centers, schools, or information and administrative offices. Lastly, there’s the online sector, where UX Design is applied as a branch of Service Design. By understanding the user experience, you can boost sales. For instance, you could offer personalized customer support through a chatbot first and then follow up with WhatsApp Business. Where it’s less applicable is in primary and secondary sector companies, especially those with already established clients. However, in certain cases, Service Design can still help increase sales. What Are the Principles of Service Design? This system operates on the following principles:- Customer-focused: The first principle is that it focuses on the customer’s needs rather than the company’s. Services are designed to provide value and meet their expectations.- Unified system: For it to work correctly, all parts must function together, including machines, employees, and processes.- Continuous improvement: Since it’s based on user behavior, it starts with a minimum viable product and undergoes various tests. If something fails, it’s continuously adjusted and improved.- Reality-based: Instead of relying on theoretical data, Service Design is grounded in the real world. That’s why it prefers real-life experimentation and collects data through interviews, surveys, web analytics, etc.- Everyone is included: Besides involving the customer, it also includes other parties like workers, suppliers, and partners. The goal is for all parties to be satisfied. What Benefits Does It Have? Properly implementing a Service Design strategy has numerous benefits. The most obvious one is that customers will be more satisfied because the company understands their needs. They’ll receive more accessible, personalized, and adapted services, resulting in a better overall experience. This translates into benefits for the company, like customer loyalty and increased sales. As more customers come, you’ll be able to further improve the service and continue growing. In fact, market changes and new demands will be easier to spot, allowing you to stay ahead of the competition. Customers themselves will promote the company, saving money on advertising since the best asset will be the services. This loyalty also extends to employees, as this methodology focuses on satisfying all parties. All departments will work in sync, improving relationships and operational efficiency. This results in cost reductions as everything is streamlined and aligned with the same goal. When done right, it will create real differentiation from competitors—something crucial in sectors where everyone sells the same thing, like hospitality. If everyone is selling coffee, the best way to stand out is in how you serve that coffee. Starbucks understood this well, which is why they’ve succeeded with their excellent Service Design.
User Persona: Meet Your Business’s Best Imaginary Friend
To boost sales, it’s better to focus on a specific type of customer who is more likely to make a purchase. Identifying the ideal consumer is known as creating a User Persona, the profile around which you’ll center most of your marketing and user experience efforts. Today, we’re diving deeper into this concept, explaining what it is and how it can help you. Plus, we’ll guide you through creating your own, because every business has one, regardless of what it sells. What Is a User Persona? A User Persona represents the ideal user behavior when interacting with a product or service. To build this fictional representation, businesses rely on observing real user behavior and conducting other research. The goal is to understand the potential customer, including their wants, needs, and interests, in order to improve their experience. It’s important not to confuse a User Persona with a Buyer Persona. The latter represents the ideal buyer, which might sound similar, but it’s not the same. The key difference is that the”user” represents the person who uses the product, while the”buyer” represents the one who makes the purchase. The User Persona helps you understand and improve the user experience, while the Buyer Persona focuses on the purchasing process and the factors that influence decision-making. How to Define a User Persona Every business is different, and the same goes for their ideal user. Here’s how to define yours step by step: Gather Information The first thing you’ll need to do is gather information about your potential customer. There are many ways to do this, such as using tools like chatbots on your website to track visitor interactions, analyzing visitor demographics, and understanding how users interact with your site. For example, you can identify what types of users leave their email address and whether they eventually make a purchase. There are also more traditional methods, like conducting paid surveys, either online or in person. Don’t forget about social media—yours and your competitors’—which can give you valuable insight into your audience. Identify Behavioral Patterns to Create Your User Persona Once you’ve collected the data, it’s time to identify patterns. For instance, you can analyze differences across age groups, genders, or demographics to find out which is more likely to use your product. This part of the process can be tedious, but if you manage to segment correctly, you’ll be much closer to creating your ideal User Persona. By now, you should have a clear idea of your ideal user’s age, gender, location, education level, marital status, and income. Identify Their Needs, Goals, and Pain Points Sometimes, you may encounter users who seem ideal but don’t end up making a purchase. Why is that? It’s usually because there’s a barrier—often financial, but it could also be social. That’s why it’s so important to not only identify your potential customer’s demographics but also their pain points, goals, and needs. Why would they buy our product? Can they afford it based on their job? What is their main pain point? Create Your User Persona Profile Once you have all the data, you can start defining your ideal user. Remember to create a realistic character, including as much information as possible, which will be explained further down the line. Once the persona is created, compile it into a document that can serve as training material for various departments. This document will be a comprehensive guide to your ideal user, and all decisions should be based on it. Test and Continuously Improve Everyone makes mistakes, and the User Persona you’ve created may not be perfect. That’s why you’ll likely need to make small adjustments to improve it further. In fact, aim for continuous improvement in this area. Also, keep in mind that your ideal user won’t remain the same forever. As time goes on and significant social or cultural changes occur, you’ll need to adjust certain aspects accordingly. How Can It Help My Business? If done correctly—meaning the User Persona reflects real user patterns, has the right context, and focuses on the present—there are numerous benefits. The main advantage is that you’ll know exactly where to direct your efforts when creating and promoting your product, which will help you meet user needs more effectively. On top of that, having a fictional person in mind allows you to empathize with them. Sometimes we focus too much on ourselves, which can lead to product failure. But if we properly identify with the user, we’ll avoid wasting resources, make fewer mistakes, and concentrate on what really works. Lastly, it helps align your teams and improves overall efficiency. Without a defined ideal user, your marketing team might work one way, while your design team works another. But if everyone knows who they’re targeting, collaboration will be smoother, and they won’t get in each other’s way. Components of a User Persona To create an effective User Persona, you need to be as realistic as possible. The template should include the following:- Demographic Information: What’s their gender? How old are they? Where do they live? Are they single or married? Do they have children? What’s their educational background? What do they do for work?- Goals and Needs: What are they looking for? Why would they want our product or service? How do they gather information?- Pain Points: What are their main concerns? How can we“strike a chord” with them?- Behavior: How do they interact along the Customer Journey? Through which channels? How long does it take them to make a purchase, and how do they do it? What’s their preferred method of payment? How do they prefer to communicate? Which social platforms do they use?- Personality: What’s their archetypal personality? What are their typical hobbies? In some cases, companies even give the persona a fictional name and photo(which can be generated using AI) to help the marketing department better understand the concept.
Understanding User Behavior on Your Website: How Indigitall Can Help You Improve It
The goal of a business website or online store is usually to attract more customers. Sometimes, everything seems to be in place, but the sales just aren’t coming in. This often happens because user behavior on your site isn’t quite right, and changes are needed—changes that might not be immediately obvious. That’s why we’re offering you a brief guide to understanding user behavior, what data can be extracted and measured, and how to make improvements. By doing so, you’ll increase retention and conversions, meaning more revenue as visitors more easily turn into customers. What Is Online User Behavior? Online user behavior refers to how a visitor interacts with a website. This includes the links they click on, how and when they scroll through the site, and how long they stay on a page. It also involves analyzing the device they’re using and whether they play or download any multimedia content. To comply with GDPR, tools like Google Analytics track users anonymously. This allows you to see how users interact with your site while protecting their privacy and adhering to regulations. What Important Data Can You Gather? Several key metrics can be derived from analyzing user behavior:- Bounce Rate: This is the percentage of visitors who leave your site without interacting—no clicks, no scrolling, no navigation.- Session Duration: The amount of time a user spends on your site. However, they must interact with the site for this to count; simply leaving the site open without action is considered a bounce with no duration.- Unique Visits: The number of unique visitors to your page, coming from sources like Google, social media, or other channels.- Conversions: This metric tracks the number of significant actions a user takes, from filling out a form to making a purchase, watching a video, or clicking on specific areas. It’s crucial for determining the success of your site. How to Measure User Behavior Once you have the data, it’s time to assess whether everything is functioning correctly. This is done by analyzing the aforementioned KPIs using tools like Google Analytics and other SEO, usability, and digital marketing tools. When used effectively, these tools can identify patterns and metrics related to user behavior, such as bounce rate, number of visits, search keywords, interactions on the site, and actions taken, like filling out a form or downloading a file. This data is tracked over time, allowing you to see trends and evolution. But how should you interpret the data you’ve gathered? If you notice the following metrics, there’s likely an issue that needs fixing: High Bounce Rate A high bounce rate can be one of the biggest issues, often caused by design problems, slow loading times, or a site poorly optimized for mobile devices. Users Leaving Quickly Even if your bounce rate isn’t high, users might still be leaving quickly. They visit, read the text, and leave without taking any action, offering no value to your traffic. This is usually due to a lack of internal links, allowing navigation from one area of the site to another, or design issues. Low Conversion Rate If you have a lot of traffic but few users taking action, your conversion rate is low, which is problematic. This could be due to a complicated purchase process, a chaotic website, a lack of transactional content, poorly written sales landing pages, or an unattractive lead generation process. Low Traffic If your site has low traffic, it means people aren’t finding you. You could have the best-designed website with a flawless sales pitch, but if you’re not being discovered online, you won’t make sales. How to Improve User Retention on Your Website Now that you understand user behavior, it’s time to address it. Improve user experience by creating a fast, mobile-friendly website with high-quality, SEO-focused content that is properly segmented. Given the competition, aim to be unique in what you offer to stand out. One effective way to do this is through a web personalization service, which allows you to create tailored content specifically designed for your customers, based on their behavior analysis. This service also includes personalized communication, which can help boost sales. Personalization and the ability to interact meaningfully reduce bounce rates, increase brand loyalty, and lead to conversions, sometimes even recurring purchases.
AI for Customer Care: Transform Operations with Efficient, Personalized Support
Wondering about the potential benefits of AI for customer care for your team? AI chatbots are gaining traction as a critical solution for solving customer service teams’ top pain points and enabling their key priorities. Here’s how these solutions can…
Discover What Customer Experience is with Indigitall
What is Customer Experience? Discover the Keys and How We Optimize It for Your Business Nowadays, millions of companies are competing to offer the best products. With such intense competition, it’s crucial to stand out to attract and retain customers effectively. Today, what makes the difference is the impression customers have of you, also known as the customer experience. Having the best product or service means nothing if the consumer has a poor experience. In that case, they probably won’t come back. Conversely, if the experience is positive, they will return. So, let’s dive into this concept and help you implement it. What is Customer Experience? Literally translated as”customer experience,” it refers to the feelings customers have throughout their entire purchasing journey—their experience and the relationship between the customer, the brand, the products, etc. It should not be confused with the customer journey, which refers to the”journey” the customer takes from discovering your product to post-sale support. The difference is that the”journey” is the process, while”experience” refers to the customer’s perception of that process. Why is it Important? The concept of customer experience is crucial for businesses. A positive experience brings benefits such as customer retention, increased word-of-mouth marketing(customers will promote your brand for you), and a better brand image. This will lead to higher revenue, faster return on investment(up to an 8% increase), and greater differentiation from competitors. Satisfied customers will defend you on social media, promote you, and keep coming back. On the other hand, a negative experience has the opposite effect. If a customer has a bad experience, they will leave negative reviews, speak poorly of you, and discourage others from engaging with your brand. This results in reduced revenue, lower loyalty, and potentially, business closure. What is Customer Experience Management and What Tools Are Available? Also known as CXM, it encompasses everything a company does to improve customer service and the consumer experience throughout the purchasing process. It involves monitoring every interaction to increase satisfaction. To achieve this, various tools are commonly used, including:- CRM: Customer relationship management systems are databases that include tools like personalized messages. This enhances interactions with consumers by recording all engagements.- Help Desks: Also known as Help Desks, these programs track customer service tickets. They help resolve issues more quickly and provide personalized support.- Live Chat: Sometimes, it’s better to speak with customers directly to resolve questions. While phone calls are effective, some prefer chat for its speed and convenience. Tools like WhatsApp Business allow companies to quickly address inquiries, including automated responses and other features.- Social Media: Platforms like Facebook, Instagram, and Twitter are essential for brands. Besides interacting with your audience, they allow you to understand your audience, resolve doubts, and create cost-effective advertising campaigns. Examples of Customer Experience Now that you understand the concept, let’s look at a couple of successful companies that have mastered it. Starbucks This coffee brand needs no introduction and is known worldwide. How have they managed to sell their products at premium prices when there are countless coffee shops globally? Simple—they excel in customer experience. When you visit Starbucks, you’re not just drinking coffee. You’re consuming an experience, gaining status by being there, enjoying a pleasant and calm atmosphere, and knowing the coffee is high-quality. This mastery of customer experience, along with adapting to trends and unique design, has made Starbucks a billion-dollar brand. Netflix In addition to excellent customer experience management in the physical world, it’s crucial to master it digitally. Netflix is perhaps the best example. Have you noticed how the movies you like always appear? Or how, if a specific movie isn’t available, similar ones are suggested? It’s no coincidence. This is due to their use of big data and artificial intelligence. Their machine learning algorithms analyze each user’s preferences to predict what they will want to watch next. Thanks to predictive analysis, they know what you like and can relate movies to each other. Thus, if you search for a specific title and it isn’t available, they will suggest a similar one, keeping you on their platform instead of going to a competitor. This results in a great customer experience, keeping viewers engaged. Without it, users might seek other movies on competing platforms.
Web Platform Customization: Importance
Web Platform Customization: Advantages and Examples Nowadays, everyone has a website full of information, so enough is enough. To truly stand out from the competition, you need to resort to web personalization, offering a unique experience to the user, which changes depending on who visits it. This system is the present and the future of the internet, and more and more companies have customizable sites. So that you don’t get left behind, we will teach you everything about this system, explaining what it is, its advantages and also some examples so that you can take note. What is web personalization? As the name suggests, it is the creation of a personalized and tailor-made experience for users who visit a site. A site that is not personalized teaches the same thing to everyone, but the one that is, shows different content to each Internet user. To do so, it collects data from the visitor and provides them with a tailored experience. For example, different content can be displayed depending on location, clicks, or purchases. With this, the aim is to create familiarity, as if the Internet user were visiting a familiar and pleasant place. What are the advantages of web customization? This personalized online communication system has a number of advantages for your company. Better visitor experience The first objective is for the Internet user to visit the site and it is adapted to their preferences. This includes offering you the products you usually buy and understanding them better, recognizing their patterns. For example, if they’re looking for sales, you’ll offer them whatever is discounted and if they’re in a certain city, you’ll show them events that happen in that city. Web Customization Saves Time Improving the experience saves time. In the past, the customer had to search for the product they wanted to consume manually, having to browse through it until they got tired. With this system, that doesn’t happen, as you’ll show them personalized content through the data you know. If done right, you’re sure to find everything you’re looking for more easily, saving time and reducing the bounce rate. Better calls-to-action and conversions Web personalization is used to improve calls-to-action, or CTAs. Whether you want them to buy or subscribe, it’ s easier if you give them a touch of personalization. Instead of offering generic content to everyone, use the data to personalize it and show a different CTA to each customer. This will help improve the results. Most loyal customers It’s normal to want to go back to the places where we’ve been happy, and the internet is no exception. By having a more intuitive and personalized experience, it’s only natural that they’ll want to come back. Thanks to personalization, it is easier to achieve by adding personalized messages or offering products similar to those you have already purchased. With this, you’re going to shop more easily and you’re more likely to do it again and again. Examples of Web Platform Customization As we have said before, there are many sites that are using this methodology on their sites to improve the user experience. Let’s take a look at the most famous ones: YouTube: The best example of this is YouTube, which was one of the first to do this successfully. Everyone’s YouTube account is different, recommending videos based on your location, previous visits, and searches. Thanks to this, they manage to hook users for hours to watch their content, doing the same with music. AliExpress: The Asian retail giant also takes full advantage of customization. If you go to the page, you will have a selection of products for you, based on what you have searched for or purchased. In fact, you’ll get ads if you leave the site, to remind you of it and buy them next time. Starbucks: Finally, there’s Starbucks, a coffee company known all over the world. While your image may be unique, the same is not true for your website, which varies depending on our location. It will promote the festivities and offers in your country, being very different depending on where you are. As you can see, we wouldn’t be inventing anything new, but offering personalized services on your website will help you conquer the heart of everyone who visits you. Do you want to know how you can customize your platform? Do you want to improve relationships and communication with your customers? Then let us help you. Contact us at indigitall and we will develop the best strategies so that technology plays in your favor and that of your company.
Find out how to use WhatsApp Business Web
Whatsapp Business web: how to use it for your business? In this day and age, the way we communicate with customers has changed a lot. Many have left phone calls behind to switch to instant messaging. Therefore, if you have a business, you should have a service of this type to communicate, with Whatsapp Business Web being one of the most used. With this tool, it’s easy to answer all messages from the comfort of your computer, without having to use the app. How is it used? Today we will explain everything about it, so that you can use it in your business and improve communication with customers. What is WhatsApp Business Web? Before explaining, you need to understand the differences between standard WhatsApp and the Business version. The first is the one we all know, which has messaging features, statuses, and little else. Instead, its enterprise version brings tools such as automated messages, quick answers to common questions, tags, product channels, and company profiles. Whether you’re using the standard or enterprise version, you have a version to use in the browser. In this way, Whatsapp Business web is a web application that will allow you to access your chats from a browser such as Chrome or Edge. Doing so will sync your messages, so you don’t lose anything. Not to be confused with the WhatsApp app for Windows. While they have similar functions, in the first one you will only need the computer, without having to install anything. How to use WhatsApp Web? The app is easy to use, but first, you need to set it up in the browser of your choice. To do so, follow these steps: Log in to whatsapp.com from your browser Grab your phone and open the updated WhatsApp Business app Click on the three dots in the top right corner Click on”Linked Devices” Scan the QR code displayed in the browser. You can also do this with a code if your camera is broken Wait for conversations to sync You’ll only need to do this step the first time on one of the 4 simultaneous devices you can set up. Once this is done, you will be able to access your chat directly from your browser, unless you have logged out, deleted your cookies or a long time has passed. In that case, just do it again. Now that you’re set up, you’ll be able to enjoy WhatsApp Business Web. On the left, you can see all the conversations, as well as allow you to access statuses, channels, groups, and communities. If you click on your profile picture, you’ll change your business details. When you click on a conversation, it will open on the right, so you can write, attach images, documents, and even voice notes. The features are virtually identical to the mobile version, although it won’t sync older messages. What are the advantages of using it? Using Whatsapp Business Web can help your business a lot. The main advantage is that communication is smoother when typing with the keyboard. You will see all the messages on the company’s computer, without having to pick up your mobile phone and you will compose faster and more accurate responses. Another great advantage is to send files such as documents, quotes or images that you have on your computer. Instead of sending them via email, send them directly through your browser. In fact, it’s a good way to copy files yourself from one device to another, being able to save what you take from your phone to your PC and vice versa. In the old days, you needed to use Whatsapp Web with your phone always on. This was a problem if you misplaced your device, losing recent conversations when reinstalling it. Imagine that you have lost your phone, a customer calls you, you install the application on another phone and it loads the backup from 1 day ago, thus disappearing the conversation. However, it can now be used with the phone turned off, as is the case on Telegram, which is an advantage. You can turn off your phone and stay connected without any problems. If you lose your phone, you can communicate it to customers and suppliers, so that they are prepared. This, in the end, has a positive impact on your customer service and relationship. Nowadays, immediacy is highly awarded in the commercial sector, and for users, getting immediate and accurate answers is a plus point for companies. Thanks to the fact that you can schedule answers and relevant information for the person who writes to you, you will be playing with an advantage over those businesses that do not have this type of assistance. Improving communication with your customers not only helps you in a first step towards sales, but also towards loyalty through good service. Therefore, having WhatsApp Business web gives you convenience when it comes to responding, managing and linking your conversations, but also in the fluidity of communication with your customers, which is extremely important, whether you are starting your business or have established it. If you want to take advantage of this type of tool, do not hesitate to contact us. At indigitall we are eager to help you make the most of your possibilities thanks to an appropriate and adapted use of technology.
