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Investing in Personalized Customer Experiences

Marketing is facing a new reality; that of transformation. The technologies customers use to interact with brands are transforming not only the way we do marketing but also the way we need to treat our customers. We know we need to do something to deliver more personalized customer experiences, especially when our competitors are early adopters. None of us wants to, or can afford to, lose any of our competitive advantage. But where do we start?

The Balancing Act – Business vs. Customer

There is always the need to balance valid business concerns with the desire to take care of our customers. After all, we will not do ourselves, or our organization, any favors if we don’t stay keenly aware of our responsibility to strike the right balance between customer need and what the organization can realistically invest.

The debate does not center around whether to invest in delivering more personalized customer experience, but how much do we need to invest to transform. Can we migrate in a couple of areas to deliver the value needed to execute more personalized customer experiences?

Understanding the Expectations of YOUR Customers

Customers’ expectations vary by brand, so it is difficult to assess your marketing organization’s needs until you understand, fully, what your customers’ expectations are when it comes to personalized experiences from your brand. So start there.

Once you have this understanding, assess where your company is in terms of delivering your customers’ expectations. Identify the gaps between company/organizational capabilities and customers’ expectations. Prioritize the capabilities you need to shore up or develop to close the gap. Lastly, build a plan to fill the gap with reasonable investments you can afford.

Delivering more personalized customer experiences is not an option in today’s transformational marketing landscape. Striking a balance between our business needs and our customers desires requires a fresh look at where we are with our specific customers and closing the gap in a judicious manner.

To find out more download VeraCentra’s e-book,

Five Ways to Kick Customer Engagement into High Gear.

 

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.

 

 

Three Data Driven Steps to Advance Personalized Customer Engagement Campaigns

“It’s All About Me” is an apt phrase to describe today’s customers. This is not to say that our customers are narcissists, but when it comes marketing they want messages and offers that are personalized and valuable to them.

When we don’t deliver on this expectation, our customer engagement campaigns don’t perform as they should.  What is the answer?

The Solution Lies in Data

Every customer interaction creates a piece of data. All this data adds up to a huge opportunity, if managed correctly. Data is what fuels our customer engagement campaigns. Data moves us closer to the level of understanding we need to engage a customer who expects us to know them, their channel preferences, and their every need and want.

Three Data Driven Steps to Drive Personalized Customer Engagement Campaigns

  1. Centralize Your Data: First things first. Start by implementing a Customer Data Hub or Platform.  Data hubs can integrate and manage all your customer data, irrespective of where it comes from or what formats it comes in. This includes online data, offline data and third party data.  Centralizing your data is the first step toward creating a 360 degree view of your customers.
  2. Single Customer Record: Since customers want to be known and remembered, we need a way of tracking every single thing they do in relationship to our brand and product categories. When they interact in multiple channels, we need to understand how they are interacting, and how they use each channel (including social media) to browse, shop, purchase, review, and share.  A single customer record gives us that persistent tracking of customer activity.  We can use this insight to create more personalized campaigns and experiences.
  3. Data Quality: We need to do more than collect and store our data. To maximize the performance of our customer engagement campaigns, the data must be de-duped and cleansed.  The cleaner the data the better the insight and the greater ability you’ll have to utilize your data for more personalized communications.

Don’t wait too long to get your data in order. If you think we are dealing with a lot of data now, it is only going to get worse. Think about how quickly the velocity and volume of data is increasing and the implications of the IoT becoming mainstream. Jump on these three steps now, and you will not only get the results you want from your campaigns, but will be prepared for what’s around the corner.

To find out more about how data can enhance personalized customer engagement campaigns,

download VeraCentra’s e-book,

Five Ways to Kick Customer Engagement into High Gear.  

 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.