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5 WAYS MARKETERS CAN IMPROVE CUSTOMER EXPERIENCES WITH PERSONALIZATION


PERSONALIZED CX CAN HELP MARKETERS UNIFY CUSTOMER JOURNEYS.

Corey Patterson on November 19, 2021 at 9:30 am

 * 
 * 
 * 

One of the most frustrating things for customers is a fragmented brand
interaction. And with consumer expectations at an all-time high, poor CX could
end up breaking your marketing campaigns.

“Research from PwC shows something that should be scary to CX leaders,” said
Christopher Cummings, Principal Product Manager at big data company Precisely,
in his session at our MarTech conference. “59% of customers will leave a brand
that they love after just two or three negative interactions.”

The primary channel has moved from face-to-face to digital, according to Brian
Stewart of AXA Investment Managers, and many brands are struggling to adapt. The
sheer volume of channels within the digital space has made it difficult for
marketers to implement a unified strategy.

“There’s been a lot of industry talk about omnichannel, but too often marketers
misunderstand it,” said Cummings. “It’s not about simply marketing across many
channels, but really about those channels all working together at every point in
the customer’s life cycle.”

He added, “It’s about the connected experience among them.”

Providing customers with personal, unified experiences can help increase
positive interactions. Here are five ways these tactics can improve marketers’
engagement strategies.


1. PERSONALIZED EMAILS

“Personalization is more than just getting the name right,” said Cummings. “It’s
about optimizing for the user’s device.”

Personalizing customer emails can be a good way to bring customers into a
unified experience. What’s more, they’re easy to create and send. The important
part is leveraging customer information in a way that best connects with them
and respects their privacy.


2. DYNAMIC PDFS

Marketers leaning into their CX personalization strategy can improve the quality
of their communications with dynamic PDFs.

“Sometimes you need to attach PDFs into your outgoing emails,” Cummings said.
“Maybe it’s a flyer just promoting an event. Yet when you need to do things like
that, you want to be able to add dynamic elements like barcodes or QR codes.”

Adding these dynamic elements to static documents can help improve customer
engagement, especially when they’re personalized.


3. INTERACTIVE VIDEOS

“Video can be an effective way to engage a customer,” said Cummings, “and when
that video is personalized to the individual, you can create an immersive
digital experience that exceeds consumer expectations while also meeting your
business objectives.”

Video has been shown to increase engagement rates more than most types of media
— adding personalized and interactive features could make it even more
effective. Cummings suggests uploading custom audio and other aspects using
customer data to give them an experience they’ll remember.


4. DATA-DRIVEN CHATBOT IMPLEMENTATIONS

Although some have had negative experiences with website chatbots, these tools
can be quite effective if used properly. Marketers can use the data they’ve
gained to personalize these interactions, further bridging the gap between
customer touchpoints across email, video, etc.

“In the chatbot experience, there are many different options for interactivity,”
said Cummings. “There are buttons, menus, image carousels — all of these
different options to propel the conversation forward.”

80% of common questions can be answered by chatbots, according to a report from
IBM. CX professionals would be wise to use data-driven chatbot strategies to
further unify customer journeys.


5. PERSONALIZED SMS

Impersonal texts to customers aren’t the best for engagement, but personalized
messages can build trust. Leveraging personal data customers have consented to
share is a quick way to form a connection.

“Presuming the user has given you permission to contact them this way, it’s an
effective way to create loyalty because you’re helping her easily keep track of
what’s going on with the account without forcing your customer to log into your
app or your website. So you streamline the customer experience for them.”

Streamlining experiences can ultimately help unify customers’ journeys. It’s not
about how many channels marketers use — it’s how those channels work together to
give customers a seamless experience.

Watch the full presentation from our MarTech conference here (free registration
required).




ABOUT THE AUTHOR

Corey Patterson

Corey Patterson is an Editor for MarTech and Search Engine Land. With a
background in SEO, content marketing, and journalism, he covers SEO and PPC to
help marketers improve their campaigns.


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