The term “personalisation,” in marketing, is often associated with the term “Customer Experience,” so much so that the best known term is undoubtedly, “personalisation of customer experience.”
Faced with an evolved consumer who is increasingly informed, selective, difficult to please, and less and less “loyal”: a brand’s ability to create customer experiences relevant at every physical and digital touchpoint plays, without a doubt, a crucial role in its success.
Here’s where personalisation then becomes a winning weapon, whether it’s browsing or buying experiences, or more simply any form of brand interaction with its actual and potential customers.
From behavioural messages, to email content, not forgetting forms, products, content, advertisements, point-of-sale interactions: personalisation involves multiple channels and multiple modes of communication, but the goal is only one: to “actively” preside over every stage of the user’s customer journey.
As can be easily guessed, the success of an effective personalisation strategy, cannot disregard an accurate and deep knowledge of one’s audience: it is, in fact, starting from biographical data, behavioural data and qualitative data on purchasing habits, interests and needs, that it is possible to choose the most rewarding messages and interaction modes.
In such a context, the support of performance technology solutions, such as customer data platforms, plays a key role: here, data from multiple channels and sources are collected and normalised to single customer view levels. All this makes possible a comprehensive, real-time view on the single contact, which, in turn, enables the ideation and deployment of personalisation strategies from an omnichannel perspective thanks to the contribution of artificial intelligence and machine learning.
