How do our customers interact with us today?
Sarah is waiting for her bus to arrive. Like so many other people in the world today, she turns to her mobile device to make use of a few spare minutes. She calls her boss, checks her social feeds, and reads her emails. Meanwhile, businesses are trying to get her attention: we’re asking her to click on ads, sign up for newsletters, order online, and more.
Not only do Sarah’s activities compete with ours for her attention, but as an added challenge, research now tells us we only have eight seconds to wow her before we lose her interest. To win her over and turn her into a loyal customer, we must design and deliver personal experiences that she finds immediately relevant and engaging—and in the long run, encourage her to continue being our top customer.
As customer expectations are now evolving alongside digital capabilities and channels, personalization is becoming more about our ability to create the right experience for each customer. By 2020, brands adopting the technology and strategies to enable personalized experience design will gain a sustainable competitive advantage over brands that don’t.
Because today’s customers are always moving among screens, channels, and devices, understanding how they experience the brand as a whole takes a deeper level of customer intelligence. We need the ability to collect all the data we can and turn it into actionable insights that deliver customer-centric experiences. In other words, our data and marketing must intersect in meaningful ways for us to create personalized experiences that drive engagement and revenue.
How can you deliver personal experiences to every customer?
The ways brands can segment their customers through demographic and behavioral data are endless. But by integrating the right technology and then following the five-step process outlined below, brands can scale their efforts to deliver personalized experiences to each customer’s needs.
1. Develop a customer journey map
Bring all customer data into one platform. A smart data and customer engagement platform for F&B like Skayle Engage can help you learn about your customers across every touchpoint. Identify high-volume spots – your highest spenders or frequent diners, any roadblocks, and critical customer segments where you could make a difference. Gather qualitative data through feedback and reviews from your customers to find out how they feel about dining with your brand. Use that insight to develop segments and map out the customer journey.
2. Create an experience
With the new customer journey map, design, and deliver a customer experience. Know where your customers are in the journey and prioritize your goals to interact with them at the touchpoints that will make the most significant impact. This will bring the biggest return for your efforts.
3. Analyze and revise
Use data to learn how customers respond to your campaigns. Measure the impact of all experiences with direct feedback and reviews, real-time data insights that go beyond just clicks, and click-through rates to use measurable ROI in revenue. Find areas that need adjustment and make the appropriate improvements.
4. Roll out and perform ongoing optimization
Deliver a revised experience, modified to meet your customers’ needs and expectations. Continue to monitor how customers are responding through direct feedback, reviews, and data insights.
5. Automate engagement
Scaling experience designs to reach each one of your customers across channels and devices is impossible without automation. Use technology to make the process mostly hands-off and scale your marketing to reach every customer with personalized content and experiences.
With 57,000 devices connecting to the internet every second, your ability to use data to design customer experiences will determine your success in the coming years. Companies that dive into personalization and optimization technology today will be much ahead of their competition and will eat the market share of brands whose personalization efforts don’t go deep enough to build meaningful relationships.
To learn more about how you can collect and act on the right data to transform your marketing, contact us for a small chat.