Personalization is about delivering the exception, not the rule
To show that you value your customers, present personalized offers based on what they value.
Although enterprise resource planning (ERP) has many moving parts, you’re still working within a limited, defined set of boundaries. This is not the case with customer relationship management (CRM). Because you’re dealing with psychological entities – people – you need different rules for defining CX strategies with flexible methodologies.
Did you know?
The number of organizations advancing some form of personalization capability has surged, rising from 50.3% to 76.8% in one year.
Access context-based engagement
Only 27.7% of organizations have access to context-based advice that directs relevant customer engagement based on recent contact.
Anticipate future needs
13.5% of organizations have access to fully automated systems that enable proactive engagement; 3.5% of these have implemented predictive systems to help anticipate future needs.
Key questions to ask
Does the customer journey play a key role in your technology implementation?
Experience management will become increasingly important to operational and technology decisions. Bridge political, business and modality silos by understanding the value and opportunity of the customer.
How wide is the gap between employee management and customer management?
If your employee engagement and methods are successful, it’s likely your customer management systems will be, too.
How dynamic is your CX loyalty strategy?
Knowing what it is that your customers value will help you create relevant experiences that foster loyalty throughout the CX customer journey.
Story-driven, journey-based and agile
- Use the skills of generalists and specialists across the organization to tell a story of who your customers are, paint a picture of the customer landscape and identify where processes could either create an opportunity or break, causing failure.
- Tell this story to your diverse technical teams so they can design a solution that allows you to recognize and respond to customers with the right message or targeted offer at every touchpoint, from sales and e-commerce through to service and support.
- Static is stagnant: be dynamic. Adopt an agile approach so you can get constant feedback on the user story and how it links to the ultimate vision for CX.
Solution Architect, Dimension Data an NTT Ltd. Company
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