Many companies realize digitally sophisticated consumers expect today – even demanding – highly customized digital experiences that require a level of coordination that has never been seen before.
Many organizations have launched programs to include customer experience, realizing that every point of contact with their brands is an opportunity to make a big impression -. Or sustainable
In fact, 87 percent of customizing business by e-mail, 62 percent are personalized through social, and 51 percent are personalized on mobile networks – so that the message is now clearly through. Unfortunately, only a disappointing 38 percent of companies are actually optimized to deliver real-time offers and campaigns across all touch points.
The Way organizations are designed is a major obstacle.
A major obstacle for companies that are trying to create personalized experiences is that the very design of most organizations is contrary to the idea of creating excellent customer experiences -centered that consumers demand current. For example, a production department may be the priority orders in a way that improves the efficiency department, even if it creates a negative customer experience by increasing the time for a custom order. Any goodwill created from the great customer experience by orchestrating the sales department now evaporate in a cloud of negative comments, the client waits beyond a promised deadline.
The companies often lack a centralized location to create, manage and orchestrate experiments, which means that critical data channels – such as viewing and web – can not be integrated with other sources of valuable data such as customer relationship management (CRM), call center, newspapers or folders return the product. Because of this, the client’s image is often unfortunately incomplete, making it difficult to target the right customer with the right message.
In addition, less than half of companies use customer interaction data in real time, making it nearly impossible to provide contextual omnichannel experiences that anticipate what customers want, when they want, wherever they are.
Become a Cross-Channel Personalization Maestro!
consistent cross-channel personalization can promote deeper fidelity experience that can last for years. “The younger generations are no longer” brand loyal “,” says Andy Jacobs, CEO of PricewaterhouseCoopers (PwC). “Instead, they are a true experience. They will choose the experiences that are always customized to their needs and desires, and make them feel valued and important. ”
So how can you put together? You must become a cross-channel personalization maestro! How to begin:
Consider how customers a different experience of your brand
Think deeper about how customers a different experience of your brand -. Instead of how your organization is set up in the market for them – and review your strategic planning practices. While most of the budgets of organizations, resources and campaigns are set up chronologically based on events or products they want to promote, they really should be designed the other way – on the basis of their clients. Unique needs and interests
Create a single client See
You have a lot of data on your customers, but it’s probably scattered among multiple systems and formats different .. to have a single, integrated view of your customers, try your best to put all your data in one place. This includes gather every bit of data – Online sources like web, mobile, and social as well as offline sources as store, event or a call center data -. That customers leave behind as they interact with your brand
Make Your Cross-Channel Masterpiece.
You will need to first of duties such as understanding how your customers use your content, how you can create valuable opportunities stories and how you can generate a process that maintains fresh content and flowing regularly. While developing content for all the ways your customers can take can feel like a daunting task, having an environment where you can create, store, manage and measure all the content of your brand makes the process easier to manage .
Build the Brand-to-Consumer Relationship.
Help your customers understand how to extend the value of their relationship with your brand. Whether recipes or guides, keep fluid stories that show a positive impression of your brand.
Listen to your audience.
Watch your customer interactions across all channels and devices and see how your efforts have stimulated conversation offline and sharing. Many analytical elements exist to help you, but start by looking clear performance indicators such as response rates, lift the campaign or marketing ROI. So, take a closer look at the commitment of measures such as how long customers spend viewing content and how often they return.
constantly test different strategies.
The brands that win in this new world order will go even further, continually raising the bar on personalization and delivery of magical experiences that anticipate desires audience and deepen customer loyalty.
For more information on how to orchestrate your customization transformation, visit our new white paper, conducting the Symphony Cross-Channel.