Personalising your customer experience to remove friction

  • Posted on December 13, 2016

customer experience

Modern businesses are operating in a commercial environment heavily based on choice and the easy comparison of goods and services. At the same time, brand loyalty is not what it was, and it can only take one negative experience of a business for a customer to go elsewhere.

Mandating an Omni-channel Customer Experience

Because of this, omni-channel personalised customer experience is vital for customer retention. Investment into the innovations, people and technologies that manage the customer experience can really pay off; with some companies experiencing returns three or four times the scale of their initial investment according to recent Avanade research.

However, many businesses (including some big, established names) are struggling to create online experiences that meet the expectations of their core consumer base. Because of this, new disruptive players are capitalising.

Crucially, the central factors that contribute to a good customer experience are exactly the same as they were before the digital revolution: the quality of touchpoints; their frequency; levels of customer engagement; and trust. What has changed is that these can now be personalised in every channel and delivered in a more efficient way with an improved understanding of the power of human emotions Twitter [CLICK TO TWEET].

Lead with Context Marketing Strategy

Avanade’s own research shows that, for the majority of large businesses, competition is the key driver for 64% of them towards improving the customer experience. And, given that 78% are benefitting from investment in modern marketing technologies, it’s clear where the challenge lies for those companies that are lagging behind.

Businesses need to transition from investing in tactical IT or marketing projects that focus on website redesign and user experience to strategic investments that align their business objectives with the online world, providing contextual and real-time personalised customer experience on every channel, i.e., context marketing. The job starts with developing the ROI model for customer experience and communications strategy.

Next step is to design and develop customer journeys considering touchpoints across all channels. Businesses with digital platforms that lack cohesion and structure, or whose customer journey is convoluted and doesn’t make sense, will inevitably lose out.

Then there’s the communication element. With greater ability to contextualise and personalise marketing messages, companies should be thinking about how they use data driven analytics to aid their marketing. Insight allows for a highly tailored approach when talking to customers. Although care should be taken not to overload people, or make them feel uncomfortable with the timing and familiarity of the content being targeted at them.

Consumers don’t give second chances to those who offer a poor online experience. For companies, this requires putting more into gaining insight about their customers’ unique interests and goals, design real-time, contextual customer experiences on every channel, with the internal alignment of business and marketing objectives and strategies using latest digital marketing technologies.

Want to know more about the value of a positive customer experience in your industry? Download our free report, Customer Experience and Your Bottom Line.

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