CUSTOMER SERVICE ☛ WEB VERSION:
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Personalised customer experiences Why they are more important than ever before
By Paige O’Neill, Sitecore CMO
Digital transformation has been on the business priority list for a number of years, but the current pandemic has pushed it towards the top of the agenda. While keeping the lights on is the top priority, many businesses, and entire industries, have had to transform to a digital-only model in just a few weeks.
A
recent study from McKinsey found that customer activity
has changed dramatically as the move to digital-only commerce has unfolded, with Italy seeing an 81 per cent rise in eCommerce sales of consumer products in just a week. It’s likely that many will keep a digital-first mindset long after the pandemic passes too, with China seeing a 55 per cent increase in the number of people saying they will permanently shift to online shopping, for example. Providing quality online experiences and supporting customer needs is currently critical to building brand loyalty and will continue to be in years to come.
One area of customer experience that brands should capitalise on through their revisited online offering is personalisation. Pre-pandemic, personalisation made eCommerce experiences easier, quicker and more convenient for shoppers, as well as creating a human connection with a brand. However, it is an essential component now, more than ever, as customers who would have not previously chosen a digital experience, now have no other choice. For example, some customers still prefer to walk into a bank to do their banking transactions face-to-face. With that option
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not currently available in many places, people are having to turn to online banking – some for the first time. How can a financial institution communicate with a new digital user and a seasoned user of online banking at the same time? Personalisation is the key.
Unfortunately, many marketers face challenges when digitally transforming, and new technologies are not always implemented successfully. Rresearch from SoDA shows that while the majority (85 per cent) of senior marketers see personalisation as a major competitive advantage, less than a quarter (23 per cent) are able to personalise beyond a basic level, and most are uncertain about how to use the available data and technology to become more sophisticated.
There are steps which marketers can take to ramp up personalisation efforts and keep pace with the advancing technology available to them, five of which are outlined below.
Get one customer segment right first, then scale. Kick off your personalisation initiative with a single, well-defined customer segment. Continually test and refine your approach and then, once you know
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