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 For­rester report, there are a few areas where mar­keters can up their game when it comes to per­son­al­i­sa­tion:

  1. 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.
  2. 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.
  3. 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

Down­load now >


Posted on 02-21-2013

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