According to McKinsey, more than half of all customer interactions happen
during a multi-event, multi-channel journey.
And because customers are a lot more discerning and have a lot more control
over their interaction with businesses, they are making sure that they are
interacting and inviting the ‘right’ brands (for them) to be a part of their
Yesterday’s loyalty programmes were simply
product and offer driven. Customers were rewarded based on purchases made and
how long they’d used the company. Data was segmented to some degree, but there
was no such thing as multi-channel delivery and personalisation was basic at
With the accessibility to a variety of
devices and multiple platforms, brands are having to relook their methods of
communicating and move towards a seamless, personalised relationship with their
customers on multiple channels in order to stay relevant and break through the
clutter. They now expect real-time responses with minimal effort, and access to
relevant rewards and immersive experiences that have been personalised to a
segment of one.
To say we live in a data-rich world is an
understatement. Businesses can aggregate customer data across multiple touch
points and have unprecedented insight into their customers’ behaviour, wants
and needs. But data is only valuable if it can be gathered and interpreted in
the right way.
Brands need to use sophisticated data-driven
marketing strategies to target consumers with relevant, engaging messages at
opportune moments that are more likely to elicit conversion and interest than
the blanket email communications of old.
Taj Samal, Head of Digital
Solutions at RBS, stated in the recent whitepaper Know Your Customer. Solve Their Problem: “Personalisation is vital in building trust and is a real
differentiator. Over the next five years there’ll be a much greater emphasis on
generating trust through real personalisation. For that you must truly
understand what works for your customer.”
Personalisation is no longer the
exception, but rather the expectation. With more empowered and autonomous
customers, businesses need to not only meet expectations, but anticipate and
inspire their decisions, in order to be a valued part of their lives.