Every time a customer interacts with a brand, be it on a website, a social media profile, over email, text message, or even via offline channels, they leave behind crumbs of information. Collectively, these crumbs can add up to individual profiles so incredibly rich in detail that marketers are able to create customer experiences that feel uncannily perceptive — the key word being can. The reality, unfortunately, is that most of them don’t.
95% OF MARKETERS DON’T PERSONALIZE AT THE 1:1 LEVEL ACROSS ALL CHANNELS
Though the amount of data swirling around the ether is unprecedented, ready to be plucked from the digital air and turned into revenue, the vast majority of today’s marketers are still lacking in the personalization department. True personalization is the inclusion of all channels, but a whopping 95% of marketers aren’t delivering these one-to-one marketing experiences across the board. In a world where customers are more difficult to acquire and retain than ever before, true personalization – 1:1 on every channel – becomes more than just important. It’s a necessity.
THE PROBLEM CONTINUES, DESPITE RECOGNITION
Most marketers understand this data-driven dilemma. 68% are aiming to use customer data to individualize experiences across their touchpoints and 81% recognize there’s a need to take their customer experience to the next level. That’s the good news.
The bad news is that fixing this gap is easier said than done. Many marketers believe the tools used by their marketing organization are to blame:
These technological shortcomings can often lead to a host of worries and insecurities. In fact, marketers who are currently personalizing at the segment level are 42% more likely than those personalizing at the individual level to say their organization is falling behind their competitors in delivering individualized experiences.
HOW TO WIN THE PERSONALIZATION GAME
Winning the personalization game begins with having the right definitions. Data collected from every available channel and touchpoint, routing back to one centralized place, builds out a holistic view of the customer that drives customer interactions. This ever-growing understanding ensures that the next interaction the customer has with the brand is more relevant than the last, no matter where it takes place. This is what true one-to-one, multi-channel personalization looks like, and it’s what wins conversions and loyalty.
To achieve it, marketers must employ a solution that uses every bit of information they have about a customer to inform every experience they provide. And the rewards for doing so can’t be overstated: