In a world where the market is increasingly competitive and the current consumer has raised their expectations, finding a differentiation from our competitors seems fundamental for the growth and survival of our businesses.
We are currently in an environment with a huge amount of information, oversupply, messages and means of contact…
In other words, it is increasingly difficult to generate a differentiating value in the product or service that you offer to your customers, so it is essential to generate a unique stamp: Customer Experience.
These “new consumers” are hyperconnected, informed and empowered, and they demand a wide, new, and innovative offer, greater flexibility in delivery and faster service.
If you decide to take this path… Keep reading!
Reactivating growth through CX
Differentiating yourself from competitors involves offering a better response to consumer needs.
To do this, companies have begun to bet on innovation to improve the relationship with users, rethinking the use of data and investigating how to definitively integrate ‘business of experience’ throughout their business structure.
“Customer experience is the next competitive battlefield. It’s where you’re going to win or lose.”
KPMG’s Global CEO Outlook 2015 report already anticipated that customer orientation would be one of the most important priorities in the next three years for more than 1,250 CEOs in retail. In addition, KPMG predicted that the greatest barrier to innovation is precisely the rapidly changing needs of customers.
For this reason, companies are expected not only to meet customer needs, but also to anticipate and exceed them.
Having a comprehensive communication strategy is no longer enough, companies must harness the power of analytics and artificial intelligence (AI) to create stronger and more authentic interactions with customers.
Organizations need to keep their customers happy and satisfied. Maintaining cordial relationships with customers not only helps the company to gain trust and loyalty, but also helps to acquire more customers.
Therefore, as a company, it is essential to reach customers in the most efficient way and offer the specific services they demand. The entire concept of customization revolves around meeting the expectations of each customer.
How to get more engagement from our customers?
If you decide to take the path towards creating memorable experiences in physical spaces to improve the conversation and the feeling that customers have towards your brand, here is how you can start in three simple steps.
- Define the experience you want to provide to your customers:
This is the most relevant stage, since it allows us to understand what the points of contact you have with the client are, and what is the ideal experience you want to deliver.
This is called: The Customer Journey!
After defining, you need to put it into practice!
Therefore, at this stage you will have to make changes; either in processes, lay-out or internal policies that will allow you to deliver the desired experience.
Anything that can be measured can be improved!
It is necessary to measure the implemented changes and ensure that they are going in the right direction. There are several ways to do it: surveys, data analysis, focus groups or observations, among other ways.
The importance of personalization in customer service
As we should know by now, customers are rapidly transforming into savvy shoppers, making customer experience the only competitive differentiator between brands.
In the face of fierce competition, retailers are continually looking for different strategies to keep customers engaged with their brand and values.
Executed correctly, a shopping experience personalization strategy can be one of the surest ways to earn higher returns and make customers happy.
So, companies will have to design a “tailor-made” experience how, where and when the customer requires it. For this, it will be essential to allocate resources to digital personalization, data & analytics, customer loyalty, supply chain, strategy, and merchandising.
In our experience, four basic elements are needed to be successful in personalization.
– Data collection:
The first step in creating a hyper-personalized framework, is data collection. Without behavioral data, it will be impossible to understand the customer.
Collecting relevant data will be critical to understanding your individual tastes and preferences, and successfully personalizing and contextualizing experiences.
– Customer segmentation:
When a business has collected a significant amount of data to run an analysis, they will be able to segment their customers into various subsets based on factors such as average spend, location, demographics, satisfaction, brand interaction history, etc…
This allows companies to understand the tastes and preferences of customers in a group cluster and will allow them to design specific messages for each one of them.
– Directed trips:
Once companies have identified and segmented their customers, they can initiate hyper-personalized communication.
Based on the analysis, companies can choose the right platform and time to deliver specific campaigns.
At this point we exponentially increase the possibilities of customer interaction with the brand.
– Measurement and analysis:
However, it is not enough to run a personalized campaign in real time, it will be vitally important to measure its success.
Measurement metrics allow marketers deeper insight into customer behaviour and patterns, allowing us to further optimize and empower the campaign.
Enhance the experience of your personalized campaigns with the delivery of dynamic content in real time
In short, if we manage to attract the attention of consumers in physical stores, we will be able to take advantage of this competitive advantage through personalized, relevant and significant messages, offering customers what really interests them.
By integrating predictive analytics to gather more information about the market, retailers can lead change through data and technology innovation.
And to achieve this, Ladorian proposes the contextualization of data in real time and the creation of anonymous customer profiles to impact only the target audience in a much more relevant way and improve the shopping experience.
At Ladorian we manage your dynamic content strategy through our recommendation engine, contact us!