Using customer analytics to get personal
Customers now expect personalised experiences. So if you want to stay ahead of the competition, using customer analytics to personalise is a must.
Orchestrating the multitude of components involved is not easy, especially when you also consider the increasing number of consumer touch points that challenge marketers to deliver personalised experiences.
According to a recent Forrester report, there are a few areas where marketers can up their game when it comes to personalisation:
- While personalisation may be quicker and/or easier to deliver on digital channels, don’t forget non-digital channels such as call centres, in-store kiosks, ATMs, bank branches etc.
- Stated demographic attributes might be easily available in a customer profile, but you shouldn’t solely rely on them for your personalisation efforts. It’s time to get more sophisticated.
- Most marketers track the impact of personalisation by response rates, incremental conversion and email open rate. This needs to be taken further by looking at the causal impact on loyalty, customer satisfaction and retention.
To learn more about how you can use customer analytics to deliver personalised experiences that boost retention and return, download this complimentary Forrester Research paper. It discusses:
- Testing to refine a relevant customer experience
- Four ways to use analytics to increase personalisation
- Deciding when and what to customise