At its best, personalization is the key to an ideal customer experience. A flawless journey setup can match customer needs to products or services and make a purchase feel like it was meant to be. But at its worst, personalization can feel sloppy, forced, and off-putting. It can be a deterrent in the customer journey and make a purchase feel like a regret.
Personalization for B2C marketers is not easy. In Use Personalization To Drive Loyalty And Customer Obsession, analyst Forrester’s Emily Collins suggests it is a balance between delivering relevance, building emotional resonance, and showing restraint. True personalization is certainly more than a mail merge of data or adding in the first name within a greeting.
Marketer challenges: Engagement
Did you know that on average, the consumer will use 6 different touchpoints when engaging with a brand? This is what leads to one of the biggest challenges marketers face today — unifying their data. To better understand and anticipate customer behavior that drives engagement, it’s critical that your engagement data and channels are integrated to provide a single view of the customer so that you aren’t missing out on opportunities.
We developed our engagement data platform to solve just that. It’s the only solution where marketers can obtain a single, accessible view of the customer that power direct-to-consumer engagement throughout the customer lifecycle, allowing you to deliver personalization at scale in real-time so that no matter what channel a customer chooses to interact with – their experience is consistent and relevant.
Using real-time APIs and batch interfaces to ingest member data, the engagement data platform enables marketers to collect their consumer's preferences, engagement, and behavioral data throughout the customer journey, analyzing it across channels and unifying it into a single customer view.
As new data is captured, the Engagement Data Platform continuously updates the customer profile, generating new insights and predictions while applying machine learning models to determine optimal send time, offer and behavioral propensities, personas, segmentation as well as even predict future behavior. All of this data then informs downstream campaigns and programs in real-time to increase their relevance and value to consumers by delivering the next best action.
Each consumer interaction leaves breadcrumbs, data made available by the consumer that offers insight into who they are and how they interact with your brand. The more complete a customer profile, the better the customer experience you can deliver.
Having customer data is important, but what you choose to do with it is even more so. Download Use Personalization To Drive Loyalty And Customer Obsession from Forrester’s Emily Collins and read about what B2C brands are doing to increase customer loyalty and develop the right personalization for their customers.
Brittany Luebke is a Content Marketing Strategist at Cheetah Digital. You can find her writing through our corporate social media channels, so follow Cheetah Digital on LinkedIn, Twitter, and Instagram. She has worked with email marketing programs since 2007, and her work has won awards from dotComm, Hermes Creative, and MarCom, as well as recognition from Really Good Emails.