Can Companies Become More Predictive on the Web?

I received the results from a recent study conducted by SeeWhy Software, a company whose research and software I’m familiar with from my days at CRM magazine. They uncovered some interesting facts that I thought deserved being mentioned here.

You can find the details of the report here, but in a nutshell, a survey of Google Analytic users found the need for more proactive techniques to target the individual Website abandoner. Now in Google’s defense, Google Analytics is primarily an SMB software package and shouldn’t be confused with high-end solutions equipped with more robust predictive capabilities. For SMBs, Google Analytics works just fine.

But I do think the results bring up some interesting points about the struggles companies are facing in servicing and appeasing their customer online, which include placing an increased emphasis on individual shoppers via one-on-one selling and marketing and real-time intervention. The problem is measuring and predicting online customer action can be fickle, but remains important because a customer’s attitude at any point can influence their actions across other channels.

I think Web 2.0 is at least helping to solve some of this, as the proliferation of these solutions within service interactions is allowing for real-time intervention and communication with customers while online. But in terms of being more proactive on the Web, it comes down to companies identifying and measuring the right metrics to garner an accurate view of a customer’s – beg I say it – lifetime experience on the Web. For a retailer, that would revolve around the shopping cart processes, or for a bank the account processes.

Doing so should allow the business to identify where the performance problems are and who is affected, and thus become a little more predictive by initiating remedial improvements for future customers.

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