How this guide helps you
Not all your current customers will be identifiable as a business by their IP address. For example, you may have a customer that is set up in a way that identifies them as being just a ‘BT broadband’ customer. This means that your customers may be visiting your website and you would have no idea about their visit or what they looked at.
Current customers may be visiting your website for various reasons, including:
- They just need your contact details.
- They may be contemplating additional services or products that you can offer.
- They may be at risk of being lost (e.g. a competitor may be trying to win them from you and your customer is double-checking your website to see if you can offer what your competitor is offering).
If you’re able to easily identify all your current (and future) customers whenever they go to your website, then you can respond quickly, based on their visit patterns.
As an example, if a customer has visited your website and you haven’t had much dialogue with them recently, then you have a great opportunity to reach out to them. You could say that you’d identified that they’d been to your website (which makes you look proactive) or you may not mention it (but they may mention that they were on your website recently of course).
Although you would need to invest some time/resource into going through this exercise, the ongoing benefits of identifying your customers would outweigh the short-term time/resource investment.