With the explosion of devices and screens available to consumers, people now have unprecedented access to any content that want, including their favorite brands. This raises the bar and creates an urgency for brands to deliver contextually relevant experience – regardless of the device, screen, or touchpoint by which a person interacts with a brand in the customer journey. Customer expectations are high – in fact, the bar is constantly set higher by some of the most prosperous in the world class experiences. When people interact with Ubers the world, they learn to expect continuous movements between all contact points and in whatever parts of the customer experience they know in these times and be able to pick up at any time they may have left.
As a marketer, your goal is to remove unnecessary things that customers are (or want) to see, leaving them with the types of experiences they deserve refined – even asking! Brands must capitalize on that knowledge they can win over customers and provide a contextually relevant content at each point in customers’ journeys. This creates a high level value for the customer.
What is the customer context? Mean
Context is relevant to a basic level. When someone visits a brand, a set of signals come with that person. Ideally, a brand is knowledgeable enough to understand the language of the digital body – all criteria that helps you determine what the customer is really looking for. You try to find out what that one thing is that the customer would assign the most value you can provide for him.
Context can be simple things such as customer environments. Customers are interacting with your brand on some browsers? Are they visiting on mobile or on the web? You can determine such things as the client’s location, language, time of day of the interaction, and more. And, the more you can learn about the context of a client, the better opportunity you have to focus on the thing that is most precious to provide this customer with right now.
It is important to collect customer data.
data is essential to determine the context of the customer. Data allows you to better understand your customer and what their specific needs are so that you can provide a connected experience. Data acquisition is essential to getting the right context for your clients. However, right out of the door – even if you are limited on the data – you need to look a certain level of basic knowledge in the data you
You must be able to segment your customers. and create a sort of relevant grouping that allows you to make determinations about the context of each client. At the basic level, most people expect to be able to interact with the brand on the devices they own. You must be able to receive at least these, and ideally start collecting data through these devices so you can optimize the experience.
make predictions on the needs of your customers.
Once you start to collect data on clients, you must also be able to correlate and aggregate data from multiple sources. Centralization is important. You must be able to pull all the data in one place and then draw conclusions. Learning the machine comes into play here. You need machine learning to understand some of the trends in your data and predict what the best thing is that you have to serve that customer.
Deliver the Contextually relevant content.
Once you have made predictions based on your data, you are ready to offer a relevant connected experience for the customer. This is where the rubber meets the road, as you build content contextually relevant to a client based on the context you have been able to determine from your data. Whatever the interaction touch points, you want him or give him a content that has been customized. It is about the delivery to the user the content of the mark at the right time and right place.
As we have seen, providing a connected experience in the context involves the collection of customer data through interactions with your brand and analyze data to make predictions about the needs and desires of your customers. Finally, you want to use these predictions to provide content contextually relevant to your customers who meets them wherever they are.