Advancing your personalization strategy takes a shift in mindset and process to that of customer first. Yet, in most marketing organizations, there is not yet an in-depth skillset around developing a customer first strategy. And, marketing continues to be brand/product first, trigger, event or promo focused, and channels remain in silos. How can marketing leaders implement the transformation needed to switch from current strategies and tactics to new and better ways to personalize customer engagement?
Developing a New Playbook to Advance Personalization
You don’t have to look too far to find evidence that advancing your personalization strategy is good for business. A Forrester Research Study states the case quite succinctly. Advanced personalization increases average order values 1.9x, customer retention 1.7x, and customer lifetime value 1.6x.
However, achieving these kinds of results is not a straightforward matter. It requires an organizational transformation to break down the silos and re-tool everyone’s mindset from focusing on business outcomes first, and direct programs to achieve those outcomes, to a customer first focus with outcomes to follow.
In other words, a new integrated approach that spans the organization is needed — a new playbook. A playbook that, ultimately, allows the organization to fully realize a unified customer experience.
Collaboration — The Advanced Way of Working
Developing a new playbook works best when there is collaboration across the organization (with marketing taking the lead). One of the best ways to encourage people to be open to new ideas, ways of working, and mindsets is by getting everyone involved. A great place to start is with a series of workshops that allows your team to have ownership of the deliverables — working toward making the customer experience more unified and tailored.
5 Workshop Topics
Here are five topics to get you started on the road to developing a new playbook with your team:
- Create customer experience map and identify pain points. Work as a team to create and execute ways to remove those pain points
- Perform customer journey analysis and identify opportunities to make the journey easier for the customer
- Identify stops in the work flow on the path to purchase and develop new experiences that pave the way.
- Take current programs and elevate them to simplify and make more convenient for the customer.
- Create new programs focused giving the customer what they need and want, when they want it with tailored real-time interactions.
Advancing your personalization strategy is not an option. Leading brands are demonstrating to their customers that they care for them as individuals and their customers are responding with their loyalty.
To find out more about how to implement advanced personalization at scale across the organization, download our latest eBook, How to Implement Personalization Across all Customer Touchpoints.
About VeraCentra: Marketers everywhere want to use data to implement more modern customer engagement strategies. But there can be many obstacles standing in the way of success. That’s where we come in. VeraCentra provides easy-access Customer Data Hubs. We represent best of breed Cross Channel Engagement Platforms (so marketers get the right fit) and offer the Marketing and Data Services that guarantee speed to value and quick win ROI from technology investments. We deliver these solutions with an unmatched wholehearted approach bringing personalized support, care, and service to every client. That’s why many of our client relationships span more than a decade.