Personalizing Customer Experiences

Digitial Experiences for Customers

TODAY'S CONSUMER EXPECTS A PERSONALIZED WEB EXPERIENCE

Creating customized experiences for your website visitors

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Tailoring offers and promotions to them across multiple channels based on past shopping or browsing data

But there is great news! Tools available today make it possible (dare we say easy) to craft these one-to-one experiences at scale.

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Brands that personalize are more likely to:

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Personalization can deliver nearly 8x the ROI on marketing spend and lift sales 10% or more.

(According to Global Managment Firm, McKinsey)

RESPONDING TO CUSTOMER PREFERENCES CAN INCREASE CUSTOMER LOYALTY, COMPETITIVE ADVANTAGE AND REVENUE.

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PERSONALIZATION : AN EXAMPLE

He's a nice guy looking for networking events in his area.

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So Bob visits your website, clicks around and submits a sign-up form to receive your email newsletter

[ As he explores, your software gathers data about his demographics, preferences and activity. ]

bob in NYC

[ Your software found this out from his IP address automatically or he could’ve entered it into a form ] 

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Phew, you’re prepared. You created a few versions of your events page. This one highlights events in NYC for Bob, but that may change for other visitors based on where they’re located.

By personalizing Bob's experience, he quickly finds the information he needs and is more likely to make plans to attend.

bob and pizza

Oh no! Bob's pizza arrives before he purchases tickets. Now he has left your site! How can we reengage him?

[ Luckily, we have his email address from the form he submitted to join your newsletter. ]

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Bob is entered into an email campaign based on his location and activity. He’ll receive 3 unique emails.

  • Email #1: Tells details about the NYC event he viewed.
  • Email #2: Highlights the NYC event’s keynote speaker.
  • Email #3: Provides a discount offer on his ticket.

PERSONALIZING WITH INTUITIVE VARIANTS

REMEMBER THAT VERSION OF YOUR PAGE THAT DISPLAYED NYC-SPECIFIC EVENTS BASED ON BOB'S LOCATION? MULTIPLE VERSIONS OF THE SAME WEBPAGE ARE CALLED VARIANTS.

YOU CAN CREATE VARIANTS OF A PAGE TO TARGET AND PERSONALIZE FOR VISITORS BASED ON MULTIPLE FACTORS.

LET’S LOOK AT SUNGLASS DEPOT AS AN EXAMPLE. THEY CREATED VARIANTS OF THEIR HOMEPAGE TO PERSONALIZE FOR VISITORS BASED ON FACTORS LISTED BELOW:

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Location/Geography

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Referring Source

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Visitor Interests

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Product Recommendations

USING AUTOMATION FLOWS TO PERSONALIZE EXPERIENCES

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1. Create forms, downloadable guides, email campaigns and a lead scoring system to help you engage with visitors.

2. Set IF/THEN rules to automate reactions to a visitor’s behavior on your site.

3. Monitor leads and adjust strategy as needed.

* PICTURED LEFT, SEE EXAMPLES OF HOW A VISITOR MAY BE NURTURED DURING THEIR CUSTOMER LIFECYCLE.

FOR EXAMPLE, BOB SUBMITTED A FORM TO RECEIVE YOUR E-NEWSLETTER. AFTER, HE IS SENT A WELCOME EMAIL INCLUDING LINKS TO OTHER AREAS OF YOUR WEBSITE THAT MAY PIQUE HIS INTEREST.

IF HE OPENS THE EMAIL AND VISITS YOUR WEBSITE, THE SALES TEAM RECEIVES AN ALERT AND BOB EARNS LEAD POINTS SHOWING HE IS AN INTERESTED PROSPECT.

BOB HAS A PERSONALIZED EXPERIENCE, BUT IT IS AUTOMATED AND ABLE TO BE DEPLOYED AT SCALE.

PERSONALIZING WEB INTERACTIONS WITH CHATBOT ACCOUNTABILITY

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CHATBOTS ARE USED TODAY IN THESE WAYS:

  1. CUSTOMER SERVICE & SUPPORTChatbots can multitask at a scalable level 24/7. Now customers can order, browse, search products, track orders and have questions answered without lengthy wait times.
  2. SCHEDULING & RESERVATIONSIf a customer can tell the location and services needed, chatbots can set reservation or appointment times.
  3. NOTIFICATIONS Great for birthday / anniversary greetings, special offers, back-in-stock product updates, banking / account balances and more!
  4. ENTERTAINMENT Jokes, quotes, videos, you name it. Chatbots can brighten your mood with a few simple tricks.

TRACKING MICRO-INTERACTIONS TO RESPOND & ENGAGE

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TIME-STAMPED AND CATEGORIZED, YOU'LL KNOW WHAT APPEALS TO THEM BY DOWNLOADS, FORMS SUBMITTED, PAGES VISITED, EMAILS OPENED AND MORESO YOU CAN PERSONALIZE THEIR NEXT EXPERIENCE WITH YOU.

THE SKY IS THE LIMIT! CREATE A VARIANT FOR ANY PIECE OF KNOWN DATA AND YOU CAN ALSO TRACK THE ACTIVITY OF YOUR CONTACTS AS THEY NAVIGATE YOUR SITE. YOU CAN TRIGGER ACTIONS BASED ON WHAT IS RELEVANT FOR YOUR BUSINESS AND WHAT WILL GENERATE THE MOST CONVERSIONS FOR YOU!

PROVIDING A SECURE, DATA-DRIVEN EXPERIENCE FOR CUSTOMERS

WHEN CREATING PERSONALIZED EXPERIENCES, DATA SECURITY MUST BE A TOP PRIORITY

ENSURE THAT YOUR SITE & SOFTWARE IS COMPLIANT WITH GDPR, SOC2 and PCI L1 AND ANY OTHER ENTITIES REQUIRED FOR YOUR INDUSTRY

TO PROVIDE THE RIGHT INFORMATION AT THE RIGHT TIME AND PLACE, ORGANIZATIONS NEED ENTERPRISE INTEGRATIONS TO CONNECT SYSTEMS USED TO STORE AND COMMUNICATE DATA AND MAINTAIN SMOOTH BUSINESS OPERATIONS.

ENSURE THAT YOUR SOFTWARE PROVIDER PERFORMS ENTERPRISE INTEGRATIONS.

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