A completely linear customer journey are a thing of the past. Marketers have access to more customer data than ever before, and customers expect to trade their data for better experiences. Nudging customers from point a to point b is no longer effective. It’s time to bring your customer journeys into the 21st century to drive real retention. In fact, most marketers using customer data cite this process as their main loyalty driver. So, are you wondering how your customer journey is missing the mark? Here are 3 common red flags, and how you can transform your journeys into delightful growth drivers.
YOU HAVE A MYRIAD OF CUSTOMER DATA, BUT CAN’T USE IT
A 21st-century customer journey starts and ends with data — except most marketers aren’t using it effectively. Here’s a common scenario: You’ve found your perfect CRM, brought on excellent customer service software, and optimized POS data, but all this information is siloed. Without rationalized data, there’s no way to provide customers with marketing that reflects a holistic view of their brand interactions. This leads to common blunders like retargeting ads with already purchased items, or comms that ignore customer service outcomes. Invest in a platform that can ingest all your siloed data, and use the power of AI to rationalize and act upon real-time customer insights.
YOU’RE NOT PERSONALIZING ALL YOUR CHANNELS
A truly personalized customer journey involves any and every channel being utilized and tailored. While 15 years ago average consumers used 2 touch points, today’s consumer uses an average of 6 to make a purchase. So why have marketers continue to utilize personalization across only a few channels? Yes, email, support, and website are staples of cross-channel marketing, but focusing solely on those channels discounts customer channel affinity. A complete 1:1 customer journey is channel agnostic, and dictated by implicit preferences designed to convert. Companies who successfully execute true omni-channel journeys see 91% greater YoY customer retention rates compared to ones that don’t.
YOUR PERSONALIZATION IS SURFACE LEVEL
“Hey %First Name%!” is how most emails marketers send begin. While this level of personalization was once a large step in the right direction, it shouldn’t be the only form of personalization in your marketing strategy. It’s incredibly surface level, and is almost beginning to seem like a tired cliché to consumers. 21st century personalization means building deep, meaningful connections between customers, product, and marketing. Leading businesses are not only dreaming of personalization à la Amazon and Netflix, they’re executing it.
Ready to transform your journeys to attract, delight, and retain more customers? Learn more about how exactly Blueshift is helping businesses of all shapes and sizes. More of a people person? Chat with our team and demo Blueshift for yourself!