Websites, social media, email: use the data collected by your digital systems to better understand your customers and improve your offer

utilizza i dati raccolti dai sistemi digitali

In the previous instalments of '7 questions to assess the digitisation of your company', we first looked at how to set clear and above all measurable goals to assess the level of digitisation of your company. In a second post, we focused on processes that can be digitised to further accelerate the transformation process of your company.

Today we go in a different direction by answering this question: how can you use the data collected through your digital systems to improve the understanding of your customers and optimise your product and service offerings?

A lot of this data is already being collected and you may not be aware of it, or you may not find the time to devote to analysing it. We advise you to find it, you might discover some really interesting things.

Your company website: analytics

Analytics allow you to better understand your customers and visitors: using website analysis tools, you can collect information on user behaviour, such as the most visited products or pages, time spent on the site and navigation paths. This data can help you understand your customers' needs and preferences and optimise the customer experience on your website.

Have a meeting with your webmaster and analyse the site visitor data together, you may decide to do some targeted promotional campaigns or work on SEO to improve visits from both laptop and mobile.

Social media analysis

Instagram, Facebook, Tik Tok, LinkedIn have now become a leisure habit for millions of people. Today, people scroll through social media feeds the way they used to flip through the pages of printed magazines. But unlike magazines, which could not tell you anything about their readership, socials are interactive. They are therefore a channel to consider for gathering information on who reacts in some way to your posts.

Use social media analysis tools to monitor online conversations about your business and your products/services. This can help you better understand how customers perceive your business and identify any problems or areas for improvement.


Over the years, all businesses collect a large amount of contacts, which almost always correspond to email addresses. Your first thought when you think about email is the amount of spam you get in your inbox every day. However, try to focus on those few really useful emails that you receive with great pleasure from your suppliers and try to do as they do.

A good mailing campaign to customers and contacts with whom you already have a good relationship can pay off in terms of sales and, what interests us most here, gives you a lot of data to analyse.

So, if you regularly send newsletters or other email communications, you can use email analysis tools to collect information on how many customers open and click on your messages. This data can help you better understand the effectiveness of your email marketing campaigns and improve them accordingly. You can understand how many and which customers are most responsive to sending you discounts or information on news about the products and services you offer.

And not only that...

Let us conclude with a couple of suggestions.

Collect feedback: you can use online surveys or other tools to collect feedback from your customers on their experiences with your business. This can help you identify areas of strength and weakness in your business and better understand how to improve the customer experience.

Offer customisation: using your customer data, you can customise your product and service offerings according to customer preferences and behaviour. For example, you can use purchase history data to suggest related products or offer customised discounts to loyal customers.

These are just a few examples of how you can use the data collected through your digital systems to improve your customers' understanding and optimise your product and service offerings. The important thing is to understand what data is relevant to your business and how to use it effectively to achieve your business goals.

Keeping an eye on indicators such as sales and costs is vital for your business. But never forget a whole host of data that is automatically collected by systems you use every day and which represent a valuable reservoir of information for your business.

If we have intrigued you, don't miss the next post and ask yourself this question: How have I improved the customer experience through the use of digital technologies such as websites, apps or chatbots?

So Smart is the online management software, based on Microsoft technologies, designed to digitize small businesses and manage them completely online in just a few days... with all the advantages offered by Business Central management, Power BI analytics, and productivity and collaboration software like Excel, Word, Teams, and PowerPoint. A productivity suite which will be even more powerful with the advent of Copilot's AI.

Back to the news overview