How to deliver personalised customer experience with a 360-degree customer view ?

Personalization is something we all experience but may not realise because it happens almost invisibly. Personalization is about giving the right product/service/experience to the right customers, at the right time, based on what we already know about them from their previous interactions. Nowadays, businesses are investing quite a lot in personalization across channels like the web, search, social media and mobile apps.

Let's revisit what personalization is before we discuss how to achieve it.

76% of consumers say they're more likely to purchase from brands that personalise -McKinsey & Company (Next in Personalization 2021 Report )

Personalization is about giving customers exactly what they want when they want it. It's about knowing what they like and what they don't like so that you can advise them on their next purchase or provide them with the right incentives to buy again. It's about knowing what they have in their cart and offering suggestions based on those items.

Personalization is a key aspect of the customer journey. It is all about delivering a highly relevant and tailored experience to your customers at every step of their journey. Personalization can be implemented in many ways, as it's not just about using data to create one-off customer experiences.

Personalization can be implemented by delivering:

• personalised interactions with a brand (through the call centre or chatbots)

• personalised content (such as website banners, app notifications, etc.)

• personalised recommendations (such as personalised offers, investment advice, etc.)

Do you know that a customer journey can be very well gauged on the basis of their footprints?

The customer footprint is a map of your customer's journey through your business. It includes where they come from, their demographics, what they like and dislike, how they use your product/service, what works and what doesn't, and so on.

By identifying these critical moments in the customer journey, you can start making changes to improve each stage of interaction between your brand and its audience members. This will help make sure that every interaction counts — and leads to a positive outcome for both parties involved.

In today's hyper-competitive world, companies need to pay attention to their customers to stay relevant and profitable. This can be done by creating customer journeys that are aligned with your business goals and objectives. The purpose of tracking customer journeys is to provide customers with a seamless experience from engagement through purchase until they ultimately recommend your brand to others.

How do businesses Leverage Personalization?

The ability to tailor experiences to individuals is becoming more important as consumers demand more personalised services, products and interactions.

Personalization can be used by businesses in several ways, including:

• Customer service – from chatbots to live agents, personalised customer service can help you make your customers feel special and valued. Personalised customer service can also provide an opportunity for businesses to learn more about their customers and understand their needs better.

• Marketing – personalization allows businesses to deliver the right message at the right time to each consumer, allowing them to target their campaigns more effectively.

• Tailoring content on your website based on visitor behaviour

• Using marketing automation software which allows you to create a series of automated emails based on customer actions or events such as purchasing a product or signing up for a free trial account. These automated emails are perfect for sending out targeted content specific to each individual's interests, which leads to higher engagement rates!

• Recommendations - systems use machine learning algorithms to predict what products or services will be of interest to a specific user based on their previous behaviour as well as other users' similar behaviour. They are used for all kinds of purposes, including advertising, product recommendations, marketing campaigns and many others.
•  Adapting new technology 

Adapting new technology is a great way to leverage personalization. Adapting new technology to a business's needs can help them make better use of their resources, and it can also help them be more efficient. For example, if a company uses an app that allows them to quickly and easily pull up information about their clients, they will be able to serve their customers better and faster.

How do businesses ensure that customers' data is accurate and keep coming back and maintaining their trust in business? 

The answer is simple - Data. 

Move to smarter ways to use data to build tailored interactions that match what customers want. 

The ability to personalise interactions is at the core of every great customer experience. Whether you're a small shop or a big business, personalised interactions can help you delight customers and stand out from your competitors.

A customer data platform (CDP) is a tool that helps you collect, store, integrate, analyse, and leverage customer data across your organisation. It's like your CRM on steroids—it gives you the ability to customise experiences for each individual customer across all channels, including email, chat, text messaging, websites and social media.

Here's an efficient solution by Infomatics that will enable a seamless, personalised customer experience and ease the complexities of delivering it. We call it Infoverse. 

Infoverse -  A real-time multi-dimensional customer data platform that brings all the pieces of your customer data together, creating a single source of truth and a 360-degree view of your customer. It Collects, integrates and transforms data into actionable insights. It is a well-tried and tested solution that provides an end-to-end solution to manage all of this data and lets you take full advantage of it. 

Its pathbreaking features will help in the following:

1. Maximise revenue with targeted and relevant marketing messages to customers
2. Reduce customer irritations and further enrich customer conversations that lead to better engagements for your brand
3. Increase profits by getting more out of existing customers rather than spending more on customer acquisition
4. Information fed into the CRM system can be cross-checked with actual transaction behaviour
5. Rationalise costs by cutting down on unwanted or duplicitous activities
6. Sell more and sell deeper in our product penetration and usage

Takeaway: The trend of personalization is set to continue. It's not just the service of personalization; it's the very nature of how customers exist. More and more brands will converge into one single 24/7 personalised service; marketing will no longer be delivered through disparate channels but all via one single canvas.

Activate your customer's 360-degree view where we have their online identity and offline touch points.