CXENSE’s whitepaper How to create compelling online customer experiences with personalization is a neat step-by-step guide you might want to consider when planning to improve your customer experience management.
By collecting and using data effectively, brands can increase their digital revenue remarkably with the deep customer insights they can gain at all touchpoints, making the right strategy invaluable.
The following offers a glimpse into the power of personalization and how you can manage to understand your customers by knowing their interests, their purchasing habits and what drives them.
CXENSE’s recommended steps to personalization success:
1. Understand what your users want: To successfully create a personalized experience for your users online, you need a deep understanding of your individual users. Gather data in real time from a wide range of sources such as websites (mobile, tablet and desktop), mobile apps, subscription data, CRM, ERP, CMS and analytics systems. Complete tracking on mobile and tablet devices not relying on third-party cookies. Sophisticated algorithms allow for semantic analysis of content, which means the technology analyzes and understands the meaning of the content users are engaging with. This, in combination with tracking all events from all users on your site, enables you to build deep user profiles with long term interest, intent, demographics, behavior, location and much more.
2. Engage your users with relevant content: When users visit your page for the first time, you don’t know a great deal about them. But it’s vital to start using the little information you have, such as location, referral, device type, and time of day. Combine this insight with knowledge about what similar users are engaging with, and you can start personalizing the experience from the get-go. When a user starts exploring more of your site, you will gradually build a better picture of their interests and preferences. The more data you collect, the better and more tailored you can make the web experience.
3. Convert more users with targeted offerings: Deep insight into the user and their behavior, like how and when they prefer to be communicated with, enables you to tailor the conversion funnel. Numbers consistently support that personalization significantly uplifts conversions. For example, most people are not very likely to buy a product or a service when using their mobile phone early in the morning. But, they are often very receptive to information. Hence, it could be the perfect timing to create awareness and interest. Then, as the user logs on in the evening, you can promote a targeted promotion that creates the actual conversion.
4. Advocate to drive customer loyalty: Turning customers into advocates is just as important as getting anonymous users to become customers. When users are faced with infinite choices in cyberspace, having advocates for your brand is key. By this stage, you will have a deep understanding of your users which enables you to further tailor and improve the user experience. The more the users experience the site to be tailored to their needs and preferences, the deeper your customer relationship becomes. Not only will you get advocates for your brand, you will also be better positioned to cross-/up-sell on the loyal customer base.
It’s really as simple as it seems: Give your online users what they want, and they will return to your site more often, be more engaged with your content, and buy more products and/or services.
If consumers get a chance to engage with relevant content in the right context, they will come back repeatedly and companies can cross-sell other products and services: For instance, fashion brands can recommend the shoes and other accessories to go with an outfit a consumer has placed in their online basket, or if consumers value content they are more likely to become subscribers or pay for further content.