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Advanced Personalization Techniques–Making Things Easier for Your Customer

The concept of personalization is commonplace in marketing organizations. But, personalization techniques are evolving rapidly from a tactical to a strategic approach based on making things easier for an individual customer. Leading brands have evolved their personalization strategies to meet individual customer’s demands for intimacy. If you are not following suit your customers will notice and you risk losing market share.

How Are Personalization Techniques Advancing?

The personalization tactics of today vs the new and more advanced personalization strategies are as different as night and day. Most marketing organizations are using personalization tactics that focus on relevancy — event triggers, segments or personas — and are constructing messages and offers based on what others have done in the past – for example, people who bought this also bought this.

Advanced personalization strategies focus on the individual customer experience – making things easier for the customer — and are based on predictive analytics and insights. Advanced personalization techniques deliver an experience that uses customer data and understanding to frame, guide, extend, and enhance interactions based on an individual’s history, preferences, context, and intent. ​Its aim is to improve a customer’s experience by make things easier for them – for example, I buy a dress and the brand makes a recommendation for a dress shoes, a bag, and a jacket that will complete the outfit. Or, you upload a picture of yourself so you can try different shades of lipstick before you buy. Both actions help the customer.

 

 

What is Best for the Individual Customer A Customer Centric Approach

Customers have realized that one of the big advantages of technology is that it helps them quickly take care of what they deem to be mundane tasks. This allows them to move on to spending their time doing the things they want to do and enjoying experiences that make them happy and enrich their lives.

Advanced personalization is a customer-centric strategy, not a traditional product centric approach. It demands organizations to flip their mindset, processes, and outlook to be “people first.” It is all about what is best for the individual customer and is based on understanding their behavior, preferences, wants and needs. It uses machine learning to help marketers, and others in the organization who have touchpoints with the customer, create unique experiences based on customer context and intent. It is not based on what everyone else has done in the past.

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.

 

Balancing the Scales: Data Driven and Customer Centric Marketing

Where would we be without data in today’s marketing world?

It allows us to come to a better understanding of which channels are working, how customers are engaging and converting, and whether, or not, we are meeting our performance goals.

Data is Good, But Not Everything

Data is a key business driver and the source of many of our customer insights. But we must make sure we don’t lose sight of marketing’s ultimate mission — to delight and inspire each of our customers to be emotionally connected to our brand. By delivering a great experience. Ultimately the customer needs to come first if we are to engage them in a hyper-personalized manner.

Balancing the Scales

As we think about the relationship between our brand and our customers we need to balance the scales. Data always matters. It is where we get our information about the behaviors, intent, and preferences of our customers. Yet, what also matters is building and retain an emotional and hyper-personalized connection with each individual customer.

The risk of not always keeping the customer in mind is that we lose the long-term (loyalty, lifetime value, share of wallet) forest for the trees. And, the long-term relationship is, after all, what we are all aiming for.

Our new eBook,  Cross Channel and Real-Time Capabilities: Advancing Marketing’s Productivityoutlines how to keep things in balance – using our data and the new technologies available to us to add context, cross channel, and real-time capabilities to create and strengthen our brand’s connection with our customers.

 

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 Data Driven Marketing that guarantees 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.

 

 

Increasing Marketing Productivity

Customer expectations are forever changing and they continue to raise the bar for the interactions and experiences they expect from the brands they trust. To build and keep this trust we need to engage each, and every, customer wherever they interact and whenever they are in the moment.

 Putting Our Customers First

If we continue to market to our customers with generic, repetitive, and irrelevant campaigns, messaging, or offers they are likely to walk. We need to put our customers first, not the products we are selling. And the only way to shift our organization’s focus from being product centric to customer centric is to flip our entire marketing approach. Instead of always pushing product timed by calendar, events or product promotions, you interact with each individual customer, at scale, as they interact with your brand.

Marketing Smarter Increases Marketing Productivity

Luckily there are new technologies available, to all of us, to help us market smarter and support individual customers in a non-invasive, yet hyper-personalized way. To make your marketing more productive, meaningful, and relevant you need to add context, cross channel and real-time capabilities. Our new eBook, tells you how to add these critical capabilities to your current technology solutions. Download Cross Channel and Real-Time Capabilities: Advancing Marketing’s Productivity, 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.

 

 

Product Marketing is Dead. Long Live Customer Marketing

One of the biggest challenges businesses face today is how to market to an ever-demanding customer. A customer who wants us to know their every need and want, deliver a hyper personalized experience, including messages and offers that are personal and relevant, in real-time.

A Shift in Company Culture is Needed

This is a shift of enormous proportions, particularly for those companies who continue to be driven by traditional business models that place the product front and center.

Engaging today’s customer not only demands more modern marketing strategies, but also, a shift in company culture. And, frankly, we are not moving to this customer-centric culture quickly enough. A Chief Marketing Officer Council study found that 56% of companies said they’re extremely customer-centric, but only 12% of their customers agreed. And, if that isn’t convincing enough here’s a statistic from Forrester’s State of Customer Experience that should strike fear into the heart of any senior executive — 89% of consumers have stopped doing business with an organization after what they perceived to be a bad customer experience.

Breaking Free of Traditional Marketing Models

What constitutes a bad customer experience? For marketing, a bad customer experience can often be attributed to outdated technologies, processes, and marketing techniques. Breaking free of traditional marketing methods is the key and demands not only new more modern thinking but also more modern techniques and tools. Addressing groups of customers with batch outbound messages needs to be replaced with a deep understanding of customers as individuals. Outbound batch messaging superseded with individualized inbound real-time interactions.

A New Standard Drives Differentiation

Our ability to break free from our traditional marketing methodology and our ability to migrate to individualized messages, whenever and where ever the customer shows up, is the very crux of successfully transforming from a product marketing strategy to one that puts the customer first… For our customers, a personalized interaction creates a positive customer experience, which is the new standard for driving differentiation.

To learn more about how to move to customer-centric marketing and kick your customer experiences into high gear, download our whitepaper, Paving the Path to Better Customer Engagement: 5 Ways to Kick Your Customer Engagement into High Gear, 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.