✨Welcome Brajendra Yadav, Vice President, Omnichannel Strategy & Digital Innovation, Esprit to answer the unanswered Q&A from the Customer Analytics session at the Global Virtual MarTech Exchange Summit APAC Track!
As a marketer, how do we know or find out when the time is when we are “over-personalised”? Because it could be a double-edged sword effect, right?
As a brand, we must strike a balance between personalisation and privacy. Over-personalization can lead to a negative customer experience, which can harm your brand, as we discussed during our live session. According to a report by McKinsey, 76% of consumers get frustrated when companies fail to deliver personalised interactions. However, respecting your customers’ privacy and avoiding crossing the line into intrusive territory is also essential. A study by Accenture found that 60% of consumers are concerned about the amount of personal information companies have about them.
To avoid over-personalisation, I would suggest a few ideas for leaders to consider:
- Be transparent – Clearly communicate what data you are collecting and how it will be used.
- Give customers control – Allow customers to opt out of certain types of personalisation or delete their data.
- Avoid sensitive topics – Avoid personalising content around sensitive topics such as critical health, religion, or politics. and Last
- Test and learn – Continuously test and refine your personalisation strategy to ensure that it is effective and well-received by your customers.
How did you pick the platform for connected journeys, including online and O2O?
I see a platform or any technology as an enabler for improving customer journeys. When they engage with a brand, they should not be the first point to start with; the first step really is to “Start with the customer” to understand the customer journey and the gap in the journeys to find the right platform/solution that “fit-for-the-purpose” and flexible enough to adapt for the customer need and Marketer/business needs. Apart from these, ensure the platform fulfills all privacy, data security, and other regulatory requirements that usually become big problems if we do not pay attention first while choosing the platform (More on my blog)
Best advice for test and learn for personalisation?
You should measure the performance of your omnichannel journey using key metrics such as customer satisfaction, retention, loyalty, conversion, revenue, cost, etc. You should also collect feedback from your customers and employees on their omnichannel experience and identify areas for improvement. You should also experiment with different channel combinations, offers, messages, etc., using A/B testing or multivariate testing methods.
What steps are you taking to prepare for what the future holds?
As a business, staying ahead of the curve in customer journey personalization, we must keep an understanding of the latest trends and technologies. According to a report by McKinsey, advances in technology, data, and analytics will soon allow marketers to create much more personal and “human” experiences across micro-moments, channels, and buying stages. I would suggest a business to consider. “More on my blog”
- Invest in data and analytics: Personalization requires a deep understanding of your customers and their needs.
- Leverage emerging technologies: Emerging technologies such as artificial intelligence (AI) can help you deliver more personalized experiences at scale. For example, AI-powered chatbots can provide personalized recommendations in real-time, in micro-moments.
- Focus on the customer journey “Mastering the Omnichannel Journey”: Personalization should be integrated throughout the entire customer journey, from awareness to purchase to post-purchase. By focusing on the customer journey, you can identify opportunities to deliver more personalized experiences that meet the needs of your customers.
- Be transparent: As I mentioned earlier, transparency is key to building trust with your customers.
- Test and learn: Continuously test and refine your personalization strategy to ensure that it is effective and well-received by your customers.
????A big thank you to Brajendra for sharing his insights! Stay tuned to see more Q&As from our brilliant speakers!
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Last updated: Dec 2023
