Just like many experts believe, good business is more than making sales – it’s about getting more and more customers while retaining them. A connected buyer will likely purchase more than one item, leading to higher revenue returns. This is what many game providers dream of – a broad customer base that consistently engages with their products. But how do you achieve this?
We are in a world where the modern consumer has become discerning, and if you do not provide services that align with their preferences, you will likely lose them. This is now the power of being customer-centric – where your products perfectly align with customer expectations.
Can you imagine that just two bad experiences with your platform could lead to more than 86% of customers turning to a competitor? The importance of meeting customer expectations cannot be overstated, and that is what this article is all about.
The Importance of Collecting Customer Data
Data has become the new gold, and it’s no surprise that many businesses collect consumer data to help them understand their customers better. And good enough, there are unlimited sources, including paid surveys, social media platforms and so on.
Data from such sources helps you determine what players want from your company, the specific games they are searching for and their preferred modes of interaction. For instance, if most of the games you offer cater to the needs of Gen Z-ers, you might want to consider tailoring them for mobile experiences because most of these gamers prefer using mobile devices.
During data collection, you might find IP addresses and emails of website visitors who you might want to engage in future. This can also help you enhance your lead generation strategy and assess potential customers’ interest in your products.
It goes without saying that companies that want to establish a cutting edge against their competitors cannot afford to turn a blind eye to their marketing campaign. And what better way to improve your campaigns than by relying on customer information?
The Benefits of Customer Centricity
Imagine visiting a platform, and all you experience is consistent lags. What is the most probable thing you’ll do? Leave the platform, right? Actually, Infront Webworks suggested that up to 94% of customers judged a website based on whether or not it was responsive. You always want to ensure that players have the best experience with your platform – they can easily find their preferred games, navigate the website easily and find customer support.
Did you know that companies that prioritise customers can actually grow by nine times more than those who do not have customer centricity, according to CX Partners? Plus, if you put customers at the centre of your operations, you can outperform competitors by more than 80%.
This not only benefits players but also improves employee engagement. Some reports have established that when a company launches initiatives to enhance customer experience, it can improve employee engagement by up to about 20%. Such companies can outperform competitors by 147%. With the gaming industry having a high employee attrition of about 15.5%, engaging employees effectively can be a great way to stay ahead.
If you want to retain more customers for long, you must ensure they feel valued, as that can extend their relationship with your business. In support of this, Microsoft highlighted that about 96% of customers considered customer service before committing to be loyal to a brand. As we have already mentioned, it’s not all about generating leads and conversions – your customers also want you to understand their needs, such as offering a variety of games.
Which Companies Can You Learn From?
If you are stranded about where to begin, there are many companies that you can learn from. Amazon, for instance, is known for pioneering personalization – it uses collaborative filtering techniques to study users’ browsing history and purchase behaviours and tailor recommendations.
Such suggestions are convenient, especially for buyers who operate on busy schedules and do not have all the time to do product research. Amazon’s site is also easily navigable, with clear categories and search bars to make it simple for buyers to find products.
IKEA is another brand you might want to consider for inspiration. Its customer-centric website has countless articles and guides that can help buyers do their home décor. Plus, they have an app that integrates augmented reality to give you an immersive experience. Loreal’s Perso technology ensures customers can access top-notch personalized beauty experiences from their homes. This includes skin analyses, customised skincare formulas and so on.
You can actually agree that the gaming landscape has become extremely competitive, especially with more gaming providers joining. It follows that if a company wants to stand out, it can’t ignore how customers feel and think about it. And that is why collecting data about your customers is important. For those who might not know how to get started, there are more than one company to inspire you, including Loreal, IKEA and Amazon, among many others.