Last week at the CRMC I facilitated a workshop on the future of personalization. Joining me were my colleagues Adam Roberts and Andrea Shaikin, Former Director of Marketing, Loyalty and Innovation – STAPLES Canada. The intent of the workshop was to give attendees the capabilities to up their customer personalization game. The workshop started by defining and categorizing the personalization we have been working with and the type of personalized experiences needed now to satisfy customers’ expectations.
We wanted to share the key personalization marketing trends that are driving brands to move beyond what is rapidly becoming viewed as “old-school” personalization strategies to take their customer personalization efforts to the next level.
Defining Personalization 2.0
As customers continue to raise the bar in terms of the personalized experiences they expect from brands, the personalization strategies now in place are just not going to cut it.
Advanced personalization strategies involve creating a customer experience that uses customer data and understanding to frame, guide, extend, and enhance interactions based on that individual customer’s history, preferences, context, and intent.
With personalization 2.0, segmentation is replaced with individualization, near-time with real-time, and channel optimization with organizational unification around the idea of a customer first mind-set.
In Practice Personalization 2.0 is a Dramatic Shift
Personalization 2.0 requires a shift in our organizational focus (with marketing taking the lead) from product and price to a customer lens and from a channel viewpoint to that of customer touchpoints – thus extending the definition of the customer experience to include, for example, customer service and sales. And from a strategy and execution perspective it shifts how we use data, create content, think about our channels, how much we know about our individual customers, and the context from which we operate.
Some companies have already made the shift, L’Oréal’s Style My Hair app, where you can upload a picture of yourself and see what you look like with different hair colors and Nike’s custom color wheel, where you can customer design the colors of your sneakers, are two good examples of personalization at an individual customer level.
Not planning for the shift leaves your brand at risk of alienating customers and losing market share. Risks few of us can afford.
To find out more about how to create 360º customer profiles and implement them across the enterprise, 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.