A great customer experience is more than just a buzzword — it’s the new base expectation of consumers. 33% of consumers will now end a relationship with a brand completely due to underwhelming personalization, and the bar is continually being raised. Marketers recognize this and want to do better, but the rules of engagement here are fuzzy. For example, solid investments in CX can double revenue, but what are the right ones? Here’s our advice for creating a winning customer journey strategy built to withstand a shape-shifting landscape.
Welcome series that wow
Although we all recognize that a welcome series is the natural first step to a journey, how different teams treat it varies greatly. Some welcome emails can be quite generic: you’ll receive a single email minutes, hours, or days (oh my!) from signing up on a given site. The email will start off “Hello <First Name>” and maybe throw in a 15% off coupon. It’s nice, everyone loves a discount, but not exactly awe inspiring. A Welcome Series isn’t just to cross your t’s, dot your i’s and get that customer to purchase and move along. It can be the campaign that cements them as a loyal customer.
Though you might not have a ton of data on customers going through your Welcome Series, you’ll have enough to start off on the right foot. Use anonymous tracking to record browsing patterns before signup, and then stitch the anonymous data with your new customer record as soon as they hit enter. This allows your first emails to offer personalized recommendations based on initial browsing. You can offer up the items viewed with special discounts, suggest related items from your catalog, or even run that customer’s profile through lookalike segments to offer a “customers like you loved” feed. Running a thoughtful Welcome Series is a sure-fire way to stand out from your competition and create a customer base that’s brand obsessed in no time.
With a Welcome Series running that’s placed your brand top-of-mind, it’s time to amp up your personalization. Create self-driving customer journeys that are designed to turn one-time customers into repeat buyers. Piece of cake, right? It can be with the right tech. Find a system that takes personalization seriously — no skating by on “Check this out, NAME HERE”. Thoughtful and effective personalization that creates a great customer experience will make 86% of buyers pay more for your offerings. So don’t skimp out on your messaging.
True personalization requires that your brand is channel-agnostic. This entails optimizing communications based on customer behavior, not based on channel. And, you don’t have to have magic powers to unlock this information. Our Customer Data Activation Platform seamlessly harnesses patented AI to create self-driving customer journeys through the power of data. The system ingests your raw data — all of it. The CDAP builds 360 degree customer profiles that are constantly refreshed with new inputs and feedback from execution channels. The result? Beautiful 1:1 multi-channel campaigns that wow, no more one-size-fits-all marketing.
Browsing deep cuts and purchase personalization
Now, with great tech powering your marketing team, constantly collecting data is a breeze. As customers browse more, historic and real-time data can populate dynamic content for each user, offering a truly 1:1 experience. This leads to more to more sales (560% increase in annual sales, in fact) and an improved user experience that makes shopping a seamless brand interaction. And it doesn’t have to stop after checkout: if your system can digest a complex catalog data, it can then use machine learning to determine connections between purchased items and what the next best purchase is, and recommend those items too. This can be achieved through lookalike segments, purchase records, or simple browsing history records.
Now that we’ve talked the talk, let us show you our platform in action. Book a hands-on demo with one of our team members. You can also read more about our success stories, what makes our one-of-a-kind CDAP tick.