A Brief Guide to Technographics and the Data It Offers

How does technological data help customer retention? It’s not an easy association to make. However, this data gives you more granular information about your customers. This allows you to employ better direct marketing techniques and personalization.

Customers who feel valued are more likely to return to your business. Technographics can show you the best ways to start interaction with customer segments. The market forecasts that technographics can also help you pre-empt periods of high churn with new incentives.

Opportunity

If you’re scaling a company, you need to keep identifying new opportunities for growth. Gaining more information on your customers’ existing technologies and needs will make you more effective.

For example, you might choose to use AI for sales call monitoring. This kind of solution can automatically number and categorize the amount of quality calls in a given period. This can help you identify successful strategies and new opportunities within your customer base.

Where Do I Get Technographic Data?

Technographic data is obtained in two main ways. Direct market research and the passive collection and analysis of the data flowing into your business. You can also source this data from third-party market research groups.

Surveys and Email Campaigns

Much like you would send out customer questionnaires, you can source technographic data directly. It can be difficult to get information from competitors and even some clients in this way, though.

When it comes to your customers, it’s much easier to just ask for their preferences. You can gain useful insights like preferred platforms and devices in this way.

Try asking single questions or short questionnaires on completion of an interaction. This has proven to have higher response rates than traditional email campaigns.