Marketers are constantly working to provide a more engaging, authentic, and compelling customer experience — and for good reason. Eighty-six percent of buyers say they’ll pay more for a better customer experience, according to Forbes magazine. In fact, 89 percent of marketers report that the customer experience will be their main differentiator in 2017.
Creating these flawless experiences, however, is not always easy. Sometimes customers shut down, without telling you why they stopped using your products, and marketers are left trying to put together the pieces to determine what went wrong.
In one famous Brothers Grimm fairy tale, Hansel and Gretel leave behind a trail of bread crumbs so they don’t get lost in the forest. Their plan ultimately fails because birds eat the crumbs. The basic idea is good, however, despite the edibility flaw, and marketers, can use a similar strategy, carefully collecting and interpreting the digital “bread crumbs” that customers leave behind. And those crumbs can’t be eaten by birds or any other creatures.
But where should you start? Here are five clues to watch for.