This document discusses digital personalization and how it can improve customer experiences. It defines digital as any electronic touchpoint between a brand and its customers, staff, and suppliers. The changing customer journey is explained, from information gathering to purchase. Personalization is defined as delivering the right message to the right person at the right time across channels. Data from various sources can provide customer context to improve personalization. The benefits of personalization include engaging customers and driving business goals. Technology and a clear strategy are needed to successfully implement personalization.
3. What we cover today
Digital Trends Personalisation
• What is Digital really?
• The changing customer
journey
• Digital Marketing Trends
• What is personalisation?
• Why would you use it?
• Get started
5. “Complacency is the dirtiest word in
business today.
Whether it shows itself in tired
product launches, unmotivated
customer service or disengaged
employees, complacency is a core
malady affecting every company
you’ve ever watched flail and drown”
Sandy Coryell – Business Strategist
48. Prescriptive
• Information from variety
of sources
• Define customer groups
or segments
• Define rules, triggered by
customer behaviour
• Learn, adapt
50. “shopping patterns of other
customers to make contextual
recommendations of products
related to whatever you’re
viewing”
C h a r l i e R e v e r t e .
57. “They’ve personalised over half of the
real estate on their home page,
because they make more money by
shortening the distance between you
and something that you want” C h a r l i e R e v e r t e .
62. Firms on a Journey to Create
Personalised Experiences
68%
Delivering
Personalised
Experiences a
Priority
Lack the
Technology to
Personalise
Misaligned on
their
Personalisation
Strategy
52% 33%
65. Forrester
Web Content Management is the backbone of Digital
Experiences.
The bedrock of your technology agenda.
WCMS have never been more important than they are
today.
69. Strategy
• Understand your customer
• Context
• Focus on valuable
customers first
• What do you know about
them?
• Create profiles
70. Strategy
• Link personalisation with
business outcomes
• Define KPI’s to target and
measure
• Design the experience to
achieve desired outcomes
• Break down silos
• Build a cross functional team
• Technology platform
• Not one piece of technology
• Agile Marketing
• Continuous improvement
72. Summary
• Deliver the right message to the
right person, at the right time
• Help customers find what their
looking for
• Understand your customer
• Connect personalisation with
business outcomes
• Enabling, technology platform
• Be agile
73. Digital Experience Planning Engagement
Think
disruptive
Your connected
world
Your Customer
experience
Delivering your
Digital plan
1 2 3 4
Discover Plan