Your digital customers demand personalized, 1-to-1 experiences with the companies they do business with. They want relevance, authenticity, and consistency across all digital channels, and expect offers and communications be timely, intelligent, and up-to-date based on previous transactions and behaviors.
This means delivering the right message, to the right people, at the right moment to show customers you genuinely understand and care about their needs. We’re not just talking about bulk personalization. Sending an offer for mortgage refinancing to a customer who completed an online rate quote can be done by anyone. We’re taking it a step further - create hyper-personalized experiences with moments-based marketing. Send an offer for a cash-back mortgage refinance to an individual who just requested information on a home improvement loan, or send a reminder to purchase travel insurance to a customer while they’re sitting in the airport ready to board their plane.
So how do you accomplish this marketing magic? It’s all in the data.
Here are 5 steps to delivering a hyper-personalized customer experience:
1. CAPTURE THE RIGHT DATA ACROSS CHANNELS
Highly granular behavior and experience data is required for hyper-personalization, and that includes every interaction your customer has with your brand. In addition to standard functionality, choose a customer data platform capable of capturing your customers’ mobile interactions, i.e. gestures, device orientation, and chatbot text as well as data from Accelerated Mobile Pages (AMP), and browsers with tracking prevention technologies such as Apple’s ITP. Not all do. . Not all do.
You need to capture ALL behavior and interaction data about every customer – but most importantly capture it once and use it many times both in real-time (milliseconds), and as part of wider analysis and decisioning. Different teams and systems need different data. Look for a solution that lets you easily build separate profiles without impacting the fundamental data, and without needing multiple systems. Ensure your data capture is compliant with GDPR and other privacy laws. Consent must be gained from customers and automated systems must prevent the capture of opted-out customers data.
2. CONTEXTUALIZE THE DATA
Enrich customer behavioral data to add valuable context to customer profiles which can be used to enhance interactions and engagement. Take advantage of technologies like natural language processing to update customer profiles with sentiment scores, visitor intent, and preferences in-the-moment across brands and channels. Quickly contextualize all your customers’ data and predict their likely next actions with machine learning, while providing advanced recommendations to help customers make decisions faster. Expand revenue opportunities with sophisticated data mapping that links intel with precise situations and individual requirements, providing a foundation for hyper-personalization and next-best-actions based on real-time interactions.
3. PERSONALIZE, TRIGGER, AND DEVELOP CONTENT
Once you have accurate, detailed, and comprehensive customer data you can effectively action it. Link Automated Marketing Signals (AMS) to enterprise decisioning systems to automate the delivery of real-time, personalized content based on pre-configured behavioral signals. The ability to respond as soon as a customer shows intent dramatically boosts conversion rates and customer satisfaction with minimal effort. Connecting smart data to your decisioning applications in real-time (i.e. milliseconds) enables you to share highly personalized content at an individual level, providing the best response for their situation in-the-moment.
4. OPTIMIZE VISIBILITY AND ENGAGEMENT
The perfect content is worthless if no one sees it. Most organizations don’t have clear insight into whether their content was delivered or if it was ever seen, and there’s no real reporting on visibility. To make intelligent decisions you need to ensure your content is being seen, and that your analytics are providing accurate engagement results based on real views rather than assumptions based on what was supposed to happen. Automated visibility detection, performance timing, and anomaly detection are key components in your hyper-personalization strategy and should be part of any modern customer data solution. Tracking when and what content was displayed, where it was displayed, and for how long can provide deep insights to boost marketing ROI by maximizing content, offer, and ad ‘viewing time’. With an advanced data solution, you can also detect and resolve problems with inefficiencies in sales or customer-service related channels and identify unusual customer behavior and channel performance issues to facilitate rapid diagnostics and response.
5. LEARN AND IMPROVE
As with any growth and improvement initiative, you must consider progressive evolution to accommodate future learning and growth. Customer expectations are always increasing, as is the technology to identify, understand, and respond to those needs with hyper-personalized, moments-based experiences. The enterprises prepared to adapt and act on these opportunities the fastest, and the most intelligently, will quickly rise to the top.
