As it has been widely observed, nowadays, customers are living in an era of oversupply: products, services, offers, messages, information, etc. Notably, customer-centricity’s main advantage is to positively impact on customer experience, which in turn appears to be the most profitable and adaptable competitive leverage in such a complex marketplace. Moreover, customers not only value positive and memorable experiences when interacting with your company, but they expect those experiences to be consistent, seamless, and frictionless. In other words, every single interaction your customers have with your business is perceived as an extension of the previous ones. By using a variety of channels, in a cohesive setting, meaning each channel is fully integrated across the whole journey customers embark in, your company will deliver to its target audience a valuable, positive, personalized experience. Therefore, for those companies implementing omnichannel strategies and investing in personalization, it is suggested to consider opting for an omnichannel integrator. By enabling your company to achieve optimized and integrated marketing, technology, and data efforts, an omnichannel integrator grants you with a superior personalized customer experience, supported by a constant measurement system, that also optimizes your media and channel spends.
Consequently, your customer will benefit from a personalized omnichannel experience, which will impact your company’s revenues, retention and acquisition rates, and your customers’ satisfaction. Simplifying, it is a win-win situation: your target audience gets a superior experience, while your business retains more customers. Furthermore, ensuring your customers with a high-quality personalized omnichannel experience means your company should provide consistent, personalized, and highly-tailored content, that resonates with your individuals across channels at each time. This, in turn, is demonstrated to yields better business results and to drive your customers’ future spending. Finally, the benefits of a personalized omnichannel approach include, but are not limited to, a significant improvement in customer experience, which fosters customers’ loyalty. It is crucial to personalize every journey, in order to enhance your customer engagement, which will grant your company with achieving relevant interactions across digital and traditional channels, ultimately building long-lasting relationships with its target audience.
How and where to reach your customers?
In order to implement omnichannel personalization as one of the main strategic approaches to achieve superior customer experience, your company should envision the various phases that are required for accomplishing such a result, avoiding the main challenges and structural issues. The personalized omnichannel approach implementation involves all your department and business units, from top to bottom. Each phase varies according to your company ideas, resources, goals, and each of them has to be fully integrated in this strategic approach. Nevertheless, as a rule of thumb, there are five main phases to follow, which will orientate your company about how and where to reach your customers.
1. Mail and online personalization
They usually represent the simplest channels to adjust and re-structure when implementing an omnichannel approach with a focus on personalization. Moreover, they also rely on easily retrievable performance indicators, which grants your company an instant monitoring of the first stages of the implementation. Based on data gathered through your customer web activities, your business will be able to attain insights which grant you the possibility to create individualized content across channels.
2. Tailored content and segmentation
The key to personalization is highly tailored and segmented content, offering, messages, which has to be modeled over your customer base. Your content has to be engaging in every channel, to positively impact and influence your customers’ experience, and as a consequence their loyalty and your customer retention. In order to achieve such a desirable result, it is recommended to rely on segmentation, customer insights retrieved from a segmented audience, and to further target contents and offerings.
3. Mobile personalization
Integrating and aligning content, messaging, and offerings, both on online and offline channels is one of the most important phases of omnichannel implementation. Nevertheless, companies tend to neglect another crucial device that should be included in the improvements of your personalization efforts, such as mobile platforms and devices. They are imposing as the major channels, nowadays, and they secure your business with a considerable potential, especially once your company takes into account data sharing within and across channels.
4. In-store personalization
Despite investing in online channels is extremely crucial when implementing a successful personalized omnichannel approach, your company should also allocate some resources into the in-store experience, which still represents a significant channel for most of your target audience. Particularly, aligning your online and offline channels is highly recommended, in order to strengthen up a seamless and frictionless customer experience, opting for the same consistent and cohesive elements of the overall experience.
5. Customer centre personalization
Representing the last stage of the implementation of a personalized omnichannel approach, your customer service is as important as the other processes, and it has to be integrated and restructured accordingly. Particularly, the main suggestion is to pull online and traditional customer service agents into the personalization mix across channels. Furthermore, your agents are recommended to be supported and informed by rapidly adjusting consumer data and insights in order to be perfectly aligned to their needs in real-time.
Fuelled by advancement in technologies, evolving customers’ needs and expectations, and fluctuation in the competitive landscape, omnichannel approach and personalization are constantly changing and adjusting to the environment, based on each company’s goals and resources. However, it is undeniable, that personalized omnichannel approach is the most profitable and competitive strategic tactics to achieve higher customer experience performances, providing consistent, detailed and superiorly tailored content within any channel at any time, whenever your customers decide to interact with your business. In the next issue, how personalization is influencing and impacting marketing and its structural process will be examined more in-depth.
As it has been widely observed, nowadays, customers are living in an era of oversupply: products, services, offers, messages, information, etc. Customers are constantly provided with an endless span of choices, possibilities, and alternatives. As a consequence, most companies have switched their strategies and business models from product-centred to customer-centricity.