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)

Personalising the perfect online experience

Customers increasingly want, and even expect, fast access to highly personalised content that not only reflects their preferences and interests, but also tempts them into exploring relevant new products and categories that will be of potential value to them - and that means a thoroughly and intelligently personalised approach is needed.

But what does this level of web site personalisation entail? The options are extensive, and should be appropriate for both the customer and the brand's personality. A few of multiple choices include simple personalisation such as displaying a customer's name within a welcome message; indicating the nearest physical store based on the customer's location; displaying previously browsed products and categories; or showing relevant cross-sell suggestions based on the customer's purchase history or sophisticated product affinity analytics.

Tailoring website content on a one-to-one basis in real-time in this way ensures the shopping experience is optimised for each individual customer, similar to the very personable, somewhat "old-fashioned" experience of visiting a local store where they know their all customers' favourite products, sizes, colours etc.

Yet despite the clear benefits to customers and brands alike of website personalisation, a study of Top 120 UK Retailers by web sales revenue (sourced from Internet Retailer) revealed that only 22.5% to have any form of personalisation. In fact only 13 websites provide browsed goods recognition for returning visitors, which is viewed as a pretty basic personalisation technique.

And the situation is even worse on mobile. Mobile optimised websites can offer the same personalised web service as desktop platforms. This ensures an individually tailored browsing experience wherever the user is located; creating a constantly open channel of interaction between the user and the website, which in turn fosters reliability and trust. Despite this, our research again revealed a minority are taking advantage of personalisation, with only 6.7% of mobile sites of the top etailers using any type of personalisation. With the growth of mobile commerce and the increasing pressure for omni-channel marketing, most retailers really are missing a trick.

The change in consumer behaviour and the tendency to now engage with favourite brands not just across a wide array of channels, but also via a variety of devices, from PCs and laptops, to tablets and smartphones, also means brands need to be able to join up individuals' behaviours across these multiple touchpoints in order to personalise the customer experience to best effect and avoid making any faux pas. The ability to stitch together these multiple instances of customer interaction enables a retailer to not just gain a far better understanding of changing customer behaviour through deep customer analytics, but also to personalise the experience for each individual so it reflects that customer's preferences and takes into account the current device and channel being used.

"Moving forward, it is likely that real-time website personalisation will soon become a necessity rather than the source of competitive advantage it is for etailers today. Beyond that, true one-to-one data-driven omni-channel personalisation will not be far behind, especially with the data and technologies available today to help etailers deliver truly sophisticated and effective personalisation programmes. Let's hope that none get left behind," concluded Hulls.

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)