Key steps in customer analysis and touchpoint management in cross-border e-commerce

In the field of cross-border e-commerce, customer analysis is not only an important means to improve sales performance, but also the basis for ensuring customer satisfaction and loyalty. This article will introduce in detail the concept and main content of customer analysis, as well as how to identify genuine customers and how to deal with customers at different levels. It will also discuss how to improve the overall customer experience through customer touchpoint analysis.

Customer analysis: core concepts and main content

Customer analysis refers to evaluating customer value based on the information data provided by customers, and formulating corresponding marketing strategies and resource allocation plans accordingly. This process can help companies clarify customers’ consumption characteristics, discover potential customers, and formulate corresponding operating strategies, thereby helping to expand the company’s business scale.

Main content

1. Customer personalized needs analysis

With the transformation of corporate business philosophy to “customer-centric”, it has become particularly important to analyze customers’ personalized needs. By gaining a deeper understanding of customer needs, companies can implement more targeted marketing campaigns and increase return on investment.

2. Customer behavior analysis

Customer behavior involves the entire process from initial contact to eventual loyalty. Through in-depth mining of customer data, companies can not only better understand customer purchasing behavior, but also adjust strategies to guide or even change customer behavior, ultimately increasing profit levels.

3. Valuable information analysis

Customer analysis can also bring a wealth of valuable information to enterprises, such as which promotion methods are more popular during promotional activities and which factors influence customers’ purchasing decisions.

Distinguish authentic customers

When facing customer inquiries, cross-border e-commerce customer service personnel must carefully judge their authenticity to avoid fraud. Specifically, the following situations should attract attention:

• Failing to understand the product in depth means placing a huge order;
• The request or the content of the email is obviously unreasonable;
• Strongly requesting an interview and showing a high sense of urgency;
• Claims to be from a well-known company but it is difficult to find relevant information on the Internet;
• The email format is unusually neat and does not conform to the randomness common in cross-border transactions.

Handling strategies for customers at different levels

For different levels of customers, cross-border e-commerce customer service should take differentiated follow-up measures:

• For first-level customers, all staff should participate, focus on follow-up, and have supervisors review all documents and emails;
• Second-level customers need to communicate regularly, no less frequently than once a week;
• Level 3 customer emails should be responded to within 24 hours;
• Fourth-level customer emails will be processed as appropriate after the first three-level customers are processed.

Analyze customer touch points and customer journey

Contact recognition

Touch points refer to all possible ways in which customers interact with a brand, including but not limited to face-to-face communication, web browsing, etc. Identifying and optimizing these touchpoints can help enhance the user experience.

Create a customer journey map

Customer journey mapping is a visual tool used to show the entire process of customer interaction with a brand. It includes customers’ actions, thoughts, and emotional changes, as well as key touchpoint locations.

Through the above steps, cross-border e-commerce companies can not only more accurately locate target customer groups, but also effectively enhance brand influence and market competitiveness.

The above is an introduction to customer analysis and touchpoint management in cross-border e-commerce. Hope this helps!