Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Marketing Continuity: It's time to Get Personal

A survey of CMOs conducted in 2014 indicated that a majority of marketers believed that personalisation would become the "most important" capability for their teams in coming years; other research says that despite understanding its potential-that potential is undervalued as new customer acquisition remains the primary focus.

Personalisation doesn't strictly mean ensuring that every customer receives a completely unique and customised message every time a company communicates with them-the inherent scalability challenges in that strategy would make any marketer balk-or laugh. Rather, personalisation leverages the data you already have-or that has been provided to you-to create a meaningful experience for an individual customer.

Executing on Personalisation
Data isn't useful until it has been translated into insights-and insights drive personalised experiences. Truly one-to-one marketing goes deeper to enable customised experiences based on individual-level data, such as self-declared affinities and interests or past transaction history. While enabled at a systems-level by personalisation engines and tools, you must begin with the right identity data inputs in order to make it work at scale.

1. Start simple, and build increasingly personalised experiences over time. Personalisation might begin with greeting a repeat visitor to your digital property with a "Hi, NAME" or even a "Welcome Back!" message. The little things can often make a big difference in helping customers feel closer and more connected with your brand, and less like a stranger each time they come back to engage with you.
2. Use the data you have to inform the next interaction. Even if you only have demographic information to start, look-alike modelling and the development of personas can help you use past behavioural and transactional data to make inferences about other customers who share similar characteristics.
3. Leverage progressive profiling and other interactive ways to get your customers to tell you what they want-but put that data to use. Identity data is the key to creating personalised interactions, and customers will be more likely to give you theirs if they believe they'll receive value in exchange. For example, Birchbox, Stitch Fix, and many other subscription services also leverage robust profiling tools that are fun for customers to complete and collect highly valuable and detailed customer data that allows these companies to personalise the products they deliver and ensure customer satisfaction.

"Most marketing organisations are yet to implement systems and processes that enable true one-to-one marketing experiences but, the ones that do, will be far ahead of the competition in terms of differentiation and added value," concluded Loarridge.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)