The effects of COVID-19 during this year will continue to determine the marketing strategies of organizations. Under this situation, the priority for many brands will continue to be customer retention, so the customer experience will be more important than ever for years to come. So predicted by a Gartner study, which reveals that 86% of UX professionals expect their business to prioritize customer experience by 2021, since it is a key factor to achieve that retention. At the same time, that will drive internal changes in organizations and by 2023, Gartner also estimates that 25% of organizations will have fully integrated the customer experience with the marketing and sales teams.
In this complex context, cxLoyalty, a multinational leader in loyalty solutions and customer engagement, consider that Personalization is critical to achieving customer retention through loyalty, yes, always complying with the regulations regarding the protection of personal data and e-privacy. Thus, organizations can emotionally connect with their customers in a deeper way. In order to achieve that greater link through personalization, Gartner has identified 4 effective personalization tactics from an exhaustive analysis of more than 1000 brands. These tactics are:
- Collect only the most relevant data in the initial records: Gartner believes that while collecting less customer data up front may limit future opportunities, long forms mean lower registration fees, so many brands simply ask for names and email addresses. As an alternative, it suggests marketers to segment their customers based on newsletters where they have content preferences.
- Collect and use the data once they are already logged in: For the above reason, registries allow little customization. But the data that can be collected once logged in allows more targeting possibilities, as the data can be much more detailed.
- Customize at scale with data on user behavior: The data on the behavior of the users during their session or activity with the brand can be used to personalize the websites and thus show products and promotions for which they may be most interested, enhancing the cross selling.
- Take advantage of data to guide emailing: the personalization approach should go beyond the web itself and focus on communications and promotions that are highly targeted to each client. Gartner gives an example of how insurance companies use the data collected in policy forms or in the presentation of other documents to reach their current clients with personalized emails and throughout the different stages of their customer journey.
In this sense, cxLoyalty’s predictive personalization technology it goes beyond the more common models based on demographic data segmentation. But it even surpasses the most recent models of personalization through preferences and behaviors, since it uses Artificial Intelligence capabilities to offer personalized recommendations, the next best offer and introduce a broader range of benefits and offers specifically designed to meet the needs of each customer.
Eduardo Esparza, VP General Manager of cxLoyalty Explain: “Gartner research indicates that customer experience is an increasingly essential factor for organizations that focus on customer retention and loyalty. In addition, that focus is something that, due to the situation caused by the COVID-19 pandemic, is becoming increasingly relevant for a greater number of companies. But to achieve this loyalty, it is essential that brands use personalization tactics and techniques such as those described by the firm, since this is what customers demand. However, if in addition work with predictive personalization, that uses Artificial Intelligence to go beyond traditional approaches, brands will have a competitive advantage that will be invaluable in these uncertain times”.
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