In this article I’ll cover the key elements for thriving in this new era of customer engagement: Customer-centricity, Personalisation, Privacy, Connectivity, and Future-Proofing. These concepts should be central to any organisation’s agenda to create a more valuable, valued partner. Learning to respond quickly to customers’ demands is a valuable future-proofing strategy. This human-centred approach to brand creation will help to elevate brands above the rest and ensure sustainable relevance.
The quest for customer-centricity post-digital is a continuous process, not an overnight event. Customer-centricity requires the right attitude from the top down, and takes time. Businesses that cherry-pick customer-centric practices will ultimately fail in their quest for success. Below are some tips to help you get started on your customer-centric journey. Read on to learn how to achieve customer-centricity post-digital.
A customer doesn’t like disconnects. Organizations that don’t work together or communicate well aren’t making a good impression on consumers. They don’t want to deal with a company that’s divided into departments and email addresses. They want a single experience across all departments. And it’s important to remember that customers don’t care about silos, but rather one cohesive, holistic view of the company.
There are three key components to effective personalisation: data discovery, automated decision making and content distribution. Data discovery involves collecting data from customer interactions and then determining probabilities of customer engagement with specific messages and offers. Automated decision making involves distributing the personalised content to the customer, which can include personalised ads based on content engagement and website visits. It can also mean offering more targeted content to warm prospects. Here’s how to implement personalisation effectively.
Investing in data and martech that is fit for purpose. Personalisation leaders build teams across departments to own specific elements of the customer journey and build use cases around them. They then work backward from the desired outcomes to develop a road map for delivering the personalisation experience. They identify the enablers and investments necessary to make these initiatives successful. For example, by combining data from multiple sources, a company can create a more accurate picture of a customer’s needs and preferences.
Privacy laws are in flux, but California is still one of the leading jurisdictions in terms of data protection. The California Consumer Privacy Act, set to take effect on July 1, 2020, has already changed the way privacy protection is handled. Under the Act, businesses must disclose the purpose of selling personal information, and allow consumers to opt out of this practice. Additionally, the Act defines what constitutes PI as any information that could identify a consumer over time, including a device linked to a person’s computer, mobile phone, or other electronic device.
The way companies collect and use data is changing. Consumers no longer want to be bribed with their personal information. Instead, brands are exploring different business models. Media publishers, app makers, and e-commerce shops are experimenting with paying customers for access to their services or content online. This is especially true of zero-party data. According to the Interactive Advertising Bureau, consumers are no longer satisfied with traditional exchanges of free content for ad delivery.
Digital technologies are forcing companies to rethink their business models to meet the expectations of post-digital customers. They expect to receive relevant content from businesses whenever, wherever, and on any device. To meet these expectations, businesses must embrace technology and adopt digital strategies. Here are three steps that firms should take to enhance their digital customer experience:
First, make your customer’s experience as seamless as possible. Customers who can engage with a brand through many channels will be the most valuable to the business. Harvard Business Review research showed that customers who are able to engage across multiple channels are the most valuable to a company. In addition, companies must invest in technology that enables seamless engagement between customers and brands. They must also ensure that they are mobile-friendly, and this means having a responsive website and mobile apps.
If you’re in business, you know that delivering an omnichannel experience to your customers is critical to your success. Today’s consumers are accustomed to using various channels to interact with brands, and you can help them by delivering a seamless experience throughout the entire journey. After all, a satisfied customer is likely to refer your business to their friends and family. Moreover, this type of customer interaction can yield a host of valuable insights into your company’s products and services.
For instance, an omnichannel customer experience means that a single customer view is used for all channels. An agent doesn’t have to respond to every customer inquiry, whether they are using a desktop, mobile, or tablet device. Even if a customer does call in a call center, a digital channel is often faster at resolving a query than a traditional contact center call. A company should set a standard for acceptable service levels to ensure that agents are always ready to respond to a customer’s inquiry.