The Dos and Don’ts of Customer Data

Customer data is an amazing tool for both growing and improving one’s business. Business strategies such as marketing, sales, product development and even hiring decisions are often determined based on customer data. As consumer data continues to become a more sought-after resource, the processes surrounding it grow as well. How you collect, handle and store your customer data should always be reviewed periodically to ensure that these processes are both up-to-date and secure.

Collecting Customer Data

Do: Look for multiple ways to learn about your customers. An advanced POS is great for learning purchasing trends from your customers. A website and social media are good for learning about demographics. Free guest WiFi has also become a reliable resource for learning about your guests that enjoy using a free WiFi network. No matter what you use, make sure you have more than one outlet to collect consumer information.

Don’t: Ask for too much information from one resource. If you are relying on one angle to collect data, you’re probably asking for too much in one interaction. Asking a customer to give their life story all in one moment is a good way to lose a customer, real fast.

Retrieve customer data as it naturally comes along. Leverage your website, social media outlets, POS, and even guest WiFi service — there’s no reason to try to collect data from one spot. Spread out your collection process and be willing to receive information from your consumers in a more natural setting.

Do: Provide a privacy policy so that your consumers know what customer data is being collected, how it is being collected, and how it will be used. It is not only important to be upfront with your guests, but a privacy policy is also legally necessary for any business when it begins collecting customer data.

Don’t: Sound vague or cryptic in your privacy policy. Collecting customer data is becoming the standard for improving business strategies. So, what’s the point of coming off shady about it? Be upfront with your guests about how you collect their data and the purpose behind it. If you are finding that most of your customers are turned off by how you are collecting their data, it may be a strong sign that you should look to change your data collection process.

Using Customer Data

Do: Use customer data to improve business strategies. Knowing who your average consumer is and what they enjoy about your company and its product(s) is crucial information for gaining new customers with those similar characteristics. Use this type of information to improve on such things as marketing efforts, branding, and product creation. The reality is not every person in the world will be interested in your business, so start getting specific in your messaging and close the deal with the potential customers that are initially drawn to you.

Don’t: Use customer data to antagonize your guests. Gaining the trust of your customers so they are willing to provide certain information is an honor that should not be abused. Customer emails and phone numbers should be viewed as a resource to provide helpful and informative messaging to your customers. They should not be viewed as a way to inundate your customers with general advertisements and product promotions. Follow this simple rule: If the information source you’re using is personal, keep the messaging personal.

Do: Use customer data to improve customer experience. Customer data can help show you such things as purchasing trends, foot/website traffic patterns and fluctuation of customer presence throughout the day. Having data such as this is your opportunity to better future customer experiences and keep them coming back. Loyalty programs, well-timed promotions, and special events are great tools to consider to generate that better experience.

Don’t: Use customer data to sell to third-party advertisers. As stated before, the trust of your customers should never be abused. Using customer data to make a quick profit is no way to build a lasting and strong relationship between you and your ideal customer.

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Storing Customer Data

Do: Ensure that your customer data is secured as best as possible. No matter if you store your data in-house or use a type of cloud storage, you need to look at how to protect your data. There are many forms of data encryption that can help protect your data from potential online hacks. Just as you want your personal information protected as best as possible, so should you want to protect the information of your customers.

Don’t: Leave your customer data stored in one format. If you want to know whether to keep your data stored on a hardware or software format, the answer should be “both.” Data corruption is just possible as an attempted data hack. Therefore, it is imperative to keep your consumer data backed up on more than one storage file. Cloud storage and portable hard drives are good ways to back up that valuable data. Remember that whatever you choose, make sure to keep it secure.

Ready to start improving on the three main areas of your customer data? GoZone WiFi is here to help. GoZone’s Smart WiFi platform can assist in collecting valuable consumer data through your guest WiFi network.

  • Collect data seamlessly across guest WiFi, social media, email marketing and more.
  • Get better use out of your customer data with GoZone’s Smart Email and Coupon Builder.
  • Protect your data by providing a separate guest WiFi hotspot that keeps you back house network away from potential hacks.

Contact us today to learn more how Smart WiFi can better your customer data processes.

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Smart WiFi Suite Enterprise Feature Matrix

  • Enterprise-grade cloud infrastructure
    Scaleable platforms on the Amazon AWS cloud provides carrier-grade uptime.
  • Multi-Location Data Views
    An aggregated view of your data giving you visibility to all of your locations or drill-down to specific locations.
  • User Access Control
    Allows your administrator to control and limit access, features and data visibility among users.
  • Advanced Captive Portal Engine
    A complete toolset to design and build dynamic captive portals, guest flows and custom privacy controls. Includes our Touchless Menu features.
  • Guest Forms, Vouchers and Payments
    Collect guest data, surveys, on-line or offline payments and offer different access levels.
  • Customized login methods
    Choose how guests are able to access your network including social login, emails and SMS login, advertisements or a combination.
  • Data Export
    Full guest profile export to CSV allowing you to use collected data in third party systems.
  • Detailed Location Data Analytics
    Analyse detailed information about your locations like busy days, busy times and location comparisons.
  • Demographics and Device Information
    Make informed decisions based on detailed demographics and perform location comparisons.
  • Data Sync to other systems/API
    Save time populating other systems as guest profile data can be sent to external systems on timed intervals.
  • Triggered Campaigns
    Engage with your guests without the manual work by creating personalized email, SMS or Twitter campaigns.
  • Coupons and Loyalty
    Increase spend and promote repeat visits by creating incentives for guests or their friends to come back.
  • Import external data
    Bring in contact data from other systems to consolidate your marketing efforts into a single comprehensive platform.
  • Contact segmenting and lists
    Build contact groups to send personalized messages to your guests based on automatic segmentation and your own critera.
  • Scheduled Campaigns
    Communicate with your contacts to drive awareness through email, SMS or Twitter.
  • Traffic Counts and Statistics
    Monitor your venue and events with real-time and recorded traffic counts and patterning.
  • Heatmapping and Traffic Flows
    Visualize crowd density and how people flow in, out and through your venue to see where people congegrate.
  • Alerting and Reporting
    Create automated alerts to help control crowds or to monitor abnormal trends.
  • Intelligent Landing Page Builder
    Simple to create pages that support multiple campaign types and can easily be modified and re-purposed for other venues or events.
  • Campaign Management Tools
    Offer your advertisers options to suit their advertising needs such as A/B testing, ad weights, flexible scheduling and more.
  • Reporting and Attribution
    Analyse detailed information about the campaigns and creatives to get the best campaign targeting.

  • Access

  • Insights

  • Automation

  • Contacts

  • Presence

  • Advertising

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Custom Splash Page Builder

A custom splash page helps give a captive portal the branded look it needs to stand out from the crowd and give guests the peace of mind they’re accessing the network associated with the venue they’re visiting.

WiFi Payments and Vouchers

Offer premium guest WiFi access and promote WiFi upgrades with comprehensive payment and voucher modules. Payments can be used to offer guests varying speeds of WiFi access, while vouchers are great for venues that want to utilize a captive portal that also requires a voucher code for WiFi access.
WiFi payments and vouchers

Guest Plans

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Versatile Form Builder

Create and display custom guest surveys on any splash page of your guest flow. Collect feedback and gather additional data points to create smarter marketing.

Enhanced Guest Flow

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WiFi splash page with survey social login

Integrated Ad Spaces

Ad Space Integrations is a powerful feature for venues who want to promote products, deals and specials, online shopping, loyalty programs and other signups, or third-party advertisers all on a pre-authenticated Splash Page.

Increase impressions and clicks for advertising opportunities by showcasing AdSpaces before requiring a guest to connect to WiFi.

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Hotspot Scheduler

Determine the specific days and times that WiFi is available to guests. Hotspot Scheduler offers smarter WiFi control by allowing venues to run their guest WiFi during business hours.