If the use of artificial intelligence in building top customer experiences has been well documented, its use in developing top employee experiences has, to a large extent, been overlooked. However, with the leadership in many organization beginning to realize that better employee experiences result in better customer engagement with theContinue reading...
Humility begins with an outward focus. You are not the center of the universe. The customer is. Humility is about gathering evidence, about listening intently without prejudice. It is not about what you think. It is not about what you feel. It is not about what your gut tells you.Continue reading...
Customer experience software provider Medallia debuted a number of advancements to its Medallia Experience Cloud platform this week at its flagship event Experience '18. Medallia officials said the updates include new developments in artificial intelligence (AI), machine learning (ML), mobile technology and IoT. The updates include: Medallia Athena: DesignedContinue reading...
With pressure on businesses to differentiate on the basis of the experiences they offer their customers, the option to use artificial intelligence (AI) to improve experiences seems obvious.Continue reading...
There are two ways to build a brand community: ask for budget, cross your fingers and hope you’re gathering the right people in the right way; or research potential and existing members and leaders in your organization to find out exactly how a community can best serve the needs ofContinue reading...
Chatbots are a simple and fun way to help shoppers find what they are looking for and enhance their online customer experience. Thanks to recent advances, web developers are now creating chatbots that are ever-more human, aiding the flow of communication by recognizing verbal patterns and interpreting non-verbal signs.Continue reading...
In 2021 email will be 50 years old. Traditionally, it is believed that Ray Tomlinson, a computer engineer working for Bolt Beranek and Newman in Cambridge, Massachusetts, developed a system for sending messages between computers that used the @ symbol to identify addresses.Continue reading...
Despite personalization being lauded as a best practice principle for years, many brands still struggle with the implementation. Recent research conducted by McKinsey revealed that just 40 percent of personalized messages actually feel personal to the recipient. This isn’t surprising as personalization is complex, and businesses are complex. Most importantly, brands are just at the starting gates of personalization.
However, any savvy marketer will agree that, in the age of the hyper-connected consumer, delivering a personalized experience is the key to bridging the gap that is growing between a customer’s expectations and the customer experience reality that brands can deliver.
With that in mind, many businesses have successfully set up the basic hygiene factors and dynamic profiling for personalization. In addition, they have been able to run a few campaigns. The challenge is now getting fully up and running and successfully maintaining personalization.
The latest Maxymiser Customer User Forum tackled this very subject of how to achieve personalization in 2018. Kate Loren, Consulting Services Manager, and Steven Coulomb, Consulting Services Manager, Oracle opened with this question, “Given we are all customers, why do marketers find personalization so hard?”
What we learned? As marketers, we think in segments and channels and want customers to generate revenue. As customers, we don’t care about segments and just want an easy and relevant experience.
What it all boils down to is emotion and connection. In fact, a quote from American poet Maya Angelou sums it up well; "I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
As customers continue to grow in digital maturity, the customer experience gap will get wider So, it is imperative to focus on how to achieve personalization now. And it is all about the ability to align people, data, and processes.
During the forum we heard from industry experts and speakers on how they have implemented personalization and aligned people, data, and processes. And here are some of the key lessons and out takes.
Abby Francis, Online Marketing Manager, Carphone Warehouse Online Solutions
- Challenge yourself to make personalization something that drives ROI rather than just another marketing buzzword.
- Some customers don’t want to know you are monitoring their behavior ,so you need to ensure the experience you create is natural.
- Test small experiences to see the effect. If the results are positive, you can see the potential impact on the bottom line. If the results are negative, you can showcase the revenue saved by testing rather than conducting a formal roll out.
Terry Rydzynski, Head of Optimisation (CRO), Camelot
- Reassess the current measurement model. Most businesses will have the measure learn loop model. Ask whether your business should evolve this or change it completely.
- Build KPIs on a macro and micro level to ensure you are truly measuring all levels of personalization on the business.
- Use GDPR as a reminder that marketers are responsible for delivering relevant content.
Abdul Hamid Ebrahim, Associate Director, Transformation Services, Oracle
- Personalization cannot be truly successful unless it transforms the business. Change management is required. And start with the small ‘t’ – “Incremental improvements in an organization’s digital marketing efforts driven by the adoption of particular technologies that significantly impact the achievement of its goals.”
- Whether you know it or not, your senior leadership is talking about personalization. So, take the chance to be proactive and engage wider business to get their buy in.
The forum ended with the question, “What are you most excited about over the next 12 months when it comes to personalization?” The answer really focused in on unlocking data and linking it together so you can truly see that personalization is making a tangible difference to the bottom line. To do that, success in a new era of personalization requires marketers’ to plan, structure, and align around the customer.
There is nothing more important than creating exceptional customer experience to help rebuild trust and build a strong brand reputation. Download Customer Experience Simplified: Deliver The Experience Your Customers Want to learn how to craft an outstanding experience for your customers.
The service-profit chain is a widely adopted business theory that states that companies should take care of their employees first, because doing so will result in employees delivering a better customer experience, creating loyal customers who generate greater profits. The theory was originally put forth in a Harvard Business Review article in 1994, butContinue reading...
Google has officially rolled out mobile-first indexing. Surprised? You shouldn’t be. The market has spoken: A study by Google and the Boston Consulting Group shows that 50 percent of B2B search queries are made on smartphones, and that figure is expected to continue growing. And with 52 percent of worldwide website traffic coming from mobileContinue reading...