I believe that a successful business must have a clear perspective of its customer. Providing good customer care is a good way to understand your customers because while you are listening your customers, you are actually collecting useful data for your business. According to Agadoni, we should be able to understand customers’ needs in order to shift their purchasing decision towards our business. She indicates that once marketers understand customer’s behavior, they are able to form plans in order to help them meet customers’ needs. Eventually, this would lead customer to choose your product that could boost your business profit. Also, it helps to predict customers’ demand that might also influence buyer’s purchasing decision (Agadoni, n.d).
RonRogowski claims that we should also provide clear information to our product in order to boost customer experience because of mobile devices. He states that these mobile devices put a lot of power that customers are able to access information anywhere. These devices have driven customer expectations to new way between customers and businesses because now customers also have open world to compare any product they want from Internet. As a result, we should start to build a digital customer experience strategy. These strategy should give customer great experiences across all kind of web information. The example of this strategy would be providing mobile apps for customers.
This image from Cynthia Boris shows how important we should understand our customers in order to improve the customer experiences. I believe that this number would still increase with the increasing number of mobile devices.
Data mining is not just for middle or large size business, it is also a way to enhance the performance of small business! Small-sized business owners may complain that collecting data and manage the database system would be costly. However, data mining is not just meant to hire professional or buy expensive software to do so. As all businesses have to record their daily base such as inventory, sales, owners could be able to deeply excavate much useful information in order to improve their business performance.
Usually, a small business analyzes its data to see how the sales go and keep the inventory at certain level. Therefore, after certain time of collecting and reviewing these data, your small company already has a large size of data but you might not be aware of it. These data would easily help you understand your customers better and you could be able to predict product trends. Some experts recommend that small business‘s initial data mining should focus on two aspects: operations and marketing. It is clearly, that many small businesses focus on the operations and forget about the market because the operations really link to the money! From the point of view of a market, these data are very useful to analyze because owners can picture customers behaviors and be able to attract the customers by meeting customers’ needs.
Amazon.com builds a fanatics example of data mining because every time I log on my amazon account, amazon will automatically display a lot of items that I might be interested. Clearly, I will not buy all of these items but as amazon.com analyze my purchasing behavior and the items displaying are more accurate to catch my interest, then I would make my purchase on amazon soon. However, small business could not spend such amount of money into data mining, but still keep their accruate and simply anaylize the customers behaviour and trends of products would bring more long-term benefits to them.