Many of us are faced with the reality that there is a gap between what our customers expect us to deliver, in terms of real-time personalization, and what our organization’s real-time technology capabilities are. McKinsey reports 48% of marketers are challenged to transform their marketing messages to real-time customer interactions. We know we need to close the gap. But without an objective assessment of what our marketing is delivering and where the gaps lie, the complexity of the landscape can have us going around in circles.
Unpacking the Complexity of the Landscape
The question we need to ask ourselves is, how do we objectively assess what the gaps are and what real-time technology capabilities we need to invest in to close them?
The good news is that in practice, real-time marketing is not that hard to layer into your existing capabilities. It boils down to being able to identify where your organization is currently and what capabilities and corresponding real-time technologies you need to close the gaps. Then you can assess the tools and techniques available to augment your current system.
5 Must Have Capabilities
As you address the gaps, ensure your current technologies are robust enough to support the 5 capabilities listed below:
- Access to clean customer data, across all channels, in near real-time (for next-best-actions and real time decisions).
- The ability to execute cross channel customer journeys in real time.
- Access to a centralized library of offers and messages that can be executed in real-time (or right time) across inbound and outbound channels.
- The ability to embed personalized, relevant content inside transactional, triggered messages.
- Automatically re-decision offers and messages based on real-time feedback by leveraging machine learning technologies.
Of course, you’ll need to do a deeper dive into the specific gaps your organization needs to close. Here’s a tool that can help you with that assessment — VeraCentra’s Customer Engagement Readiness Framework. Available for download, here.
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. We’ve made it our mission to help marketers advance and thrive. Learn more about us at veracentra.com.