In a recent interview, Acoustic Vice President of Product, Darryl Bolduc, engaged in a discussion with Jelani Harper of AnalyticsWeek about a new form of customer experience analytics: behavioral insights, and their potential to revolutionize customer engagement strategies.

When it comes to customer interactions with a brand, knowing the why, not just the what, leads to more personalized communications and ultimately a boost in conversions.

With industries across the board embracing real-time data analysis, the ability to understand and interpret the patterns within this data has gained immense importance. In the context of marketing, retail, sales, and ecommerce, one aspect that particularly stands out is event streaming data. The insights derived from this can significantly enhance customer interactions and overall experience.

Darryl provided a detailed understanding of how event-based categorization of customer activities can yield insights on critical facets of the customer journey.

He explained, “What we’re doing is producing an understanding of event-based categorization of what individuals are doing on the site, which is all the typical things you’d think of like cart activity, reasons for abandonment, and struggle. These are activities that the marketer can also control.”

A robust behavioral analysis tool (like Acoustic Connect) also includes elements like videos watched, so it’s not just about clicks. Other points of consideration include when and where users are hovering persistently, providing a more holistic understanding of user behavior.

Darryl noted, “These activities contribute to what we term events that are streamed back into the Acoustic Connect platform, so they’re available for selection criteria and an understanding of insights around your campaigns and what people are doing.”

Understanding and responding to these user behaviors has dual benefits: it enhances customer satisfaction while also providing valuable data for the enterprise. Darryl shared an example of how businesses can leverage these insights, stating that if a customer failed their checkout experience, a special cart checkout scenario could be created to prevent potential defection from a brand.

Suggesting a customer-centric approach, he proposed, “You can now handle it with more kid gloves.” Solutions might involve sending such customers a special message empathizing with them, giving them additional discounts or rewards points, and expediently remediating the source of the problem.

And you can do this in the moment, in real-time to make stronger connections, build loyalty, and gain a distinct competitive advantage. When you can elevate customer experiences with behavioral insights, “the possibilities are endless.”

For more detailed insights from the discussion between Darryl and Jelani , you can read the full article here.