How Utilising Trends and Data Can Strengthen the Customer Experience

By Bethany Llewellyn • Last updated: Friday Jun 14th, 2024

laptop, bar chart and a lightbulb

With your competitors only one click away, customer satisfaction is more important now than ever before.

You want to create an impression that lasts, so it’s important to provide an excellent experience to ensure your customers return time and again.

To improve your customer experience you can utilise data and the latest trends, all while increasing customer loyalty and brand awareness.

Using data-driven insights to create a relevant, personalised experience will build strong relationships and drive revenue in the long run.

Customer experience and why it matters

Customer experience is how a brand communicates with its customers throughout the buyer’s journey.

Your marketing, customer service, product, purchase process and shipping process all factor into the customer experience.

Providing excellent customer service can increase conversions rates and help to acquire new customers, with 72% of happy customers sharing their positive experiences.

Technology advancements have made it possible for consumers to get the products and services they want on demand.

Because of this, customer expectations are higher than ever, and it is now more difficult than ever to convince them of the value you’re offering.

This is where data-driven customer experience comes into play, taking your customer satisfaction to the next level.

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Optimising your site using data-driven insights

Of course, everyone knows that better customer service means happy customers. But do happier customers mean higher profits?

The truth is, it does. Data shows that satisfied customers spent 140% more on average and stayed with a company five years longer.

Figures like these are impressive and are all down to the use of data and analytics.

Customer data can help you understand the experiences your customers are having and how you can optimise them.

Tracking data about your customers and how they interact with your brand will show you the areas you are doing well in, or where you may need to improve regarding customer experience.

By collecting data from individual interactions or feedback, you can shed light on issues such as customer engagement, drop-off points and customer satisfaction.

By reflecting on the stats, you can identify key areas to focus your efforts on in the future.

Use analytics to personalise the customer journey

Once you have this data, personalisation is at the heart of a great customer experience.

Personalisation creates a smooth customer journey, strengthens the relationship between brand and customer and gives the human element of online shopping.

Research found that 80% of customers were more likely to make a purchase when offered a personalised experience.

You can segment your visitors based on their attributes, such as their location or the product page they visited.

Then with analytics tracking, you can match up customer journeys with similar buying behaviours to create a truly personalised experience.

Personalisation tools like intelligently triggered Overlays or Recommendations can show the right products, messages and incentives to your customers at the right time.

This ensures your customers are receiving relevant content they are actually looking for, improving the overall customer experience.

Enhance the customer experience with the latest trends

Customers’ wants, needs and expectations are constantly evolving, so you can use the latest trends as a vantage point to ensure you provide the best service possible.

Keeping on top of trends enables you to be reactive with your content across all platforms and gives you the opportunity to reach a new audience of potential customers.

Being aware of the trends in your industry will allow you to capitalise on events and key dates across the year to assist you in providing excellent customer service.

eCommerce platforms like Trends make it easier than ever to identify the hot topics across various industries, showing stats on page views, revenue and conversion rate.

You can then compare data to create annual strategies based on the days and events that performed well in previous years.

Or better yet, use Trends to benchmark against competitors in your industry so you can make informed decisions and stay one step ahead.


Providing excellent customer service has advantages across the board.

Preventing basket abandonment, increasing customer loyalty, building brand reputation and gaining more customer recommendations – you name it.

The use of platforms like Trends allows you to stay ahead of the curve by using real-time data to predict the next big trend, setting you apart from the competition.

One thing is for sure, data-driven personalisation and staying up to date with the latest trends are fool-proof ways you can improve your customer’s experience with your business.

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See how Salesfire can help you optimise your product discovery experience, email one of our experts at [email protected] or book a free demo of our personalisation tools.