It’s time for businesses to go beyond surface-level data and dive deeper into the minds and motivations of their customers. Forrester’s 2022 report, Conditional Love: What It Really Takes To Keep Customers Faithful, introduced the 6C strategy for businesses to more deeply understand their customers — specifically their characteristics, considerations, curiosities, conditions, context, and conceptions.
In our recently published Ditch Data Dogma To Achieve Differentiation report, we use the 6C framework to uncover how companies design the customer’s digital path to purchase to acquire those core data elements. The following are a few examples from this latest research on how companies can capture and use data from each of these elements:
- Characteristics. It’s common for companies to collect customer characteristics such as age, email address, and purchase behavior — but they alone do not provide enough differentiation. Companies can use third-party data aggregators and gather relevant information during online registrations or sign-ups to enhance basic personalization efforts.
- Considerations. It’s essential to understand what customers are considering before they buy. By monitoring browse behavior, analyzing virtual agent and chat conversations, and providing review and Q&A tools, companies can uncover valuable insights about customer preferences and intentions.
- Curiosities. Curiosities refer to the specific attributes and options that customers care about when they evaluate products or services. For example, by launching guided selling tools on digital platforms and letting customers define their preferences early in the journey, businesses can gain a deeper understanding of what matters most to their customers.
- Conditions. Customers often have specific conditions that influence their buying decisions. By surveying consumers on their pain points, allowing customers to create their own path, and testing the appeal of specific experiences, companies can uncover the conditions that drive customer choice.
- Context. Contextual data is crucial to create personalized experiences that align with customers’ situations. For example, using geospatial technologies, encouraging app usage within physical locations, and leveraging QR codes can provide real-time insights about customer context, enabling companies to deliver relevant and timely interactions.
- Conceptions. Conceptions involve the beliefs and perceptions that customers have about a brand. By actively engaging with customers, addressing their concerns, and demonstrating that their input is valued, businesses can shape positive conceptions and foster brand affinity.
True customer understanding requires a holistic approach that combines “what” and “how” data. Use the 6C strategy to unlock valuable insights, create differentiated experiences, and cultivate a customer’s dedication to do business with your brand. To better understand how your company can fine-tune its customer data and personalization strategies, connect with me via inquiry or a guidance session.
