Personalisation emerged as the key theme of October’s panel discussion, Applying Data to Improve the Customer Experience. It has toppled segmentation as the go-to marketing model for defining audiences, and is derived from the increasing amount of consumer data available to businesses.
Personalisation is also challenging business - and agency - self-perceptions of customer centricity, exposing pitfalls in established processes and supplier relationships that constrain a truly customer-first approach.
- The differences between segmentation and personalisation, and the influence of data in this transition
- What it truly means to be customer-centric and how to obtain meaningful insights • Established structures and beliefs that may be holding businesses and agencies back
- The role of technology
- The ethics of personalisation - the use and application of individual data
- The future of the workforce - what skills will be relevant? What should we be upskilling in now?
- Talk to people. You don’t need to use high tech methods to capture customer data – just a room and video camera or audio recorder.
- When collecting customer data, do so with both purpose and empathy.
- Break the culture of justifying change because someone says “I think”. Empirical evidence should drive all decisions.
- Acquisition is no longer the focus. Customer engagement and retention is far more important.
- Chatbots can streamline your customer service function, freeing up your customer service team members to focus on the more difficult questions.
- Surprisingly, in some scenarios like health, customers will feel more comfortable confiding in a bot that won’t judge them, rather than a fellow human.
- Always be honest and transparent with customers if you’re using a chatbot. Never pretend it’s a human.
- In the Future of Work we’re going to need more Analysts to correctly identify and define problems; Data scientists and; Communicators to get buy in on new solutions from stakeholders.
- Don’t be creepy. Just because you have the data, doesn’t mean you need to use it.
- And remember… Customer research is a lot cheaper than software development!
Image courtesy of Wikimedia Commons, Service Desk at Hopkins Library, Dow House