Personalization plays a pivotal role in developing your customer’s shopping experience. Today, customers demand a lot more than just high-quality end-products. The entire journey from the initial to the final point of engagement must be impactful.
But how do you personalize a customer’s journey with your company? MoEngage is an insights-led customer engagement platform that helps marketers deliver impactful experiences across various channels throughout the customer’s journey.
We identify opportunities by analyzing customer behavioral patterns to personalize and optimize user engagement. We do this with the help of modern-day technologies like Artificial Intelligence and Machine Learning.
At the Brand Growth Summit, Meagan White, Head of Marketing, North America, MoEngage, and Shalini Devji-Jethwa, Head of Marketing, Europe, MoEngage, spoke about the various strategies that you can use to take your personalization to the next level in 2021.
Key Insights and Research
MoEngage conducted an online survey on 1000 consumers, equally distributed between the United States, Canada, United Kingdom, and Germany.
The first key takeaway from the study was that email is still the most preferred communication channel (by almost 33%). However, Meagan does state that each consumer is different. So, they will have varied preferences. Some might even prefer communication on multiple channels for various reasons.
Meagan also rightly states that customers share a lot of information like name, address, etc., with brands. Due to this, they expect something in return. So, when asked about expectations on personalization, customers mainly responded the following,
- Receive recommendations based on previous purchase history and known interests
- Brands should recognize their name.
While branding and customer engagement is a good process, wrongly doing it may have negative impacts. For example, Shalini discussed that sending inconsistent and irrelevant messages and high message frequency are different experiences that frustrate customers. Such experiences may even lead to a loss in customers.
What Do You Learn from This?
All the responses from the survey show that customer expectations from a brand are high, but each customer has a different set of unique requirements. Therefore, meeting these demands consistently in the correct manner is key to improving customer experience.
In a post COVID world, where people are more likely to engage with brands across different communication channels, developing your personalization and omnichannel marketing strategies now can be critical.
Challenges of Delivering a Consistent Experience
As consistency in delivering a positive experience is crucial, Meagan discussed various challenges that brands might face. Here are a few of those challenges.
- If your business is heavily dependent on developers to develop and install new ideas, like a new page on your website, then a lot of time is consumed in launching those ideas.
- Raw and inapplicable data that you receive from various channels may be tough to decipher, thereby wasting a lot of time.
5 Trends Driving Customer Experience
- Holistic Customer View – Understanding how your customers engage with your brand and what communication channels they prefer.
- AI and Optimization – As Meagan said, AI doesn’t replace what humans are doing. Instead, it complements what you are doing. As a result, AI provides relevant insights that you can use to make better decisions and improve your strategies.
- Digital Transformation – Digitization is another trend that has been growing, especially with the COVID-19 pandemic and lockdowns.
- Personalization – Personalizing the customer experience to their requirements.
- Omni-channel – Communicating with customers through different channels.
Building an Omnichannel Customer Journey Throughout the Lifecycle
The first stage in the lifecycle is the discovery stage, wherein the customer discovers your brand. Then, to enhance discovery, market your brand through TV ads, social media, events, etc.
You can begin personalization in this stage through personalized messages or recommendations based on the customer’s interests and history.
In the convert stage, you convert your prospects to customers and your customers to loyal ones. You can do this through omnichannel marketing and conversational commerce.
Here, you can engage with your current customers based on their preferences to create a wholesome customer experience. You can also ask for feedback in this stage.
Best Practices to Personalize Experience and Scale Operations
With an understanding of the lifecycle, Shalini discusses the best practices that you can follow.
1. Get a Unified View of Your Customers
A unified view of your customers includes getting comprehensive data and insights about them. Apart from basics like name and age, the data must consist of complex stuff like the number of times the customer visits your website and app, interactions with your messages, etc.
Such data gives you an insight into the customer’s loyalty. You also understand what stage the customer is in the buying process. You can use this insight to tweak your strategy and close the deal.
2. User Path Analysis
A user path analysis visualizes the path that the customer follows in the journey through the various touchpoints. This data gives you an understanding of the customer’s behavioral patterns that you can use to enhance your strategies.
3. Segment Your Customers
Categorizing your customers into different groups like loyal, hibernating, at risk, etc., is another practice that you should follow. It helps you focus your energy on the most important groups to enhance customer retention. Again, RFM tools can automate this entire process for you.
4. Multi-Channel Strategy
Ensure that you work with platforms that will help you engage with your customers on different available channels.
“Not one team owns personalization. It’s all through the lifecycle.” – Meagan.
Personalization is a step that each individual in the business must carry out during every touchpoint and interaction with a customer. It is also about data and analytics. Ensure that you use the data to understand the customer, develop and implement a successful strategy, and scale your operations.