Making Personalization Possible

Amplifying the Customer’s Voice for a Lasting Experience

Overview

Back in 2009, CMO Council asked marketers a simple question about customer experience: How important is customer experience in driving business performance? Not surprisingly, 54 percent said it was essential, and 29 percent said it was becoming increasingly important.

It is also true that data is the fuel that powers the campaigns and experiences that are most relevant to the customer. In the same study outlined above, marketers shared a short list of key transformational customer experience projects that were in the works. Topping the list were critical data and analytics programs to improve customer insights and intelligence. Yet challenges were quick to emerge, specifically issues with functional silos fragmenting customer data across the organization, making it difficult—if not impossible—to collect.

Despite this commitment to customer experience and the critical role data plays in marketing’s success, personalization at scale and in context continues to challenge even the most skilled and seasoned marketers. Somewhere between the rapid evolution of digital marketing engagements and the rush to aggregate and collect data, the path from data to intelligence has been obscured and makes a state of personalized customer experience even harder to reach. In a day when the customer expects relevance regardless of channel, marketing must take a leap of faith, turn to new strategies and new opportunities, and ask even more critical questions of our customer data. It is, in short, a new opportunity to make true personalization entirely possible.

To explore the opportunity to take the next big pivot in the customer experience strategy and identify the new requirements of data, the CMO Council, in partnership with Microsoft, explored the modern requirements of tapping into the power of personalization, gaining insight into where and how marketers can advance the voice of the customer in relevant and profitable experiences that transcend one-off campaigns. This white paper and webcast series pulsed the marketing mindset to capture the best action plans of marketers looking to take the next step to personalization by leveraging the rich signals and contextual queues that customer intelligence has to offer.

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Facts & Stats

53% of marketers don't have the data to personalize content at all.

Source: DMNews

52% of consumers polled like it when customer service is personalized to them and their interests.

Source: DMNews

Only 24% [of business leaders] are making [customer experience] a top priority for 2015. - Ciceron

Customers who engage with companies over social media spend 20%-40% more money with those companies. - Customer Think

48% of marketers are only moderately confident in the ability of their organizations’ core touch points to reach and engage with the customer. - CMO.com 

64% say customer experience is more important than price when deciding who gets their business. - Customer Think

Nine out of 10 U.S. CEOs say they are strengthening their customer and client engagement programs this year. - CMO.com

Only 20% of CMOs leverage social networks to engage with customers. - Marketing Land

Customer-centric companies are 60% more profitable compared to companies that are not focused on the customer. - CMO.com

Read

Studies & White Papers

20 Tips for the Customer-Centric Marketer - Pardot

January 2015 - Age of the Customer - Zuora

August 2014 - Customer-Centric Global Banking Platforms, Q3 2014 - Forrester

June 2014 - Turn Data Into Intelligence With Customer Analytics - Forrester

Data management: Best practices guide - Experian

June 2015 - Consumer Market Trends 2015 - Perficient

Articles

April 2015 - 10 facts why marketers should use content personalization- Springtab

April 2015 - Content Personalization: It’s What Consumers Want! - Social Media Today

March 2015 - The Future of Content: Predictive Personalization- ClickZ

June 2015 - The Future Of Algorithmic Personalization - Tech Crunch

June 2015 - How IBM, Intuit, and Rich Products Became More Customer-Centric – Harvard Busines Review

May 2015 - Four Tips for Adopting a Customer-Centric Mindset - Marketing Profs

April 2015 - 5 Important Facts About Your Customers’ Journey - Ciceron

2015 – Customer Journey Mapping: Understanding The Customer - iScoop

March 2015 - Why Marketers Must Think 'Personalization'- Forbes

March 2015 - Study: Only 20% Of CMOs Use Social Media For Customer Engagement - Marketing Land

March 2015 - Customer-Centricity In Six Steps - Forbes 

February 2015 - Marketing: Building A Customer-Centric Marketing Ecosystem - Forbes

February 2015 - Five Key Metrics You Need to Create a Customer-Centric Company - Marketing Profs

Blogs

These 3 Top Digital Trends Will Change Your Retail Marketing Strategy - Neosperience 

Why make it personal? Personalisation vs contextualization - Econsultancy

Is Customer-Centricity Killing Your Business? - MHI Global

10 Things your Customers won’t tell you - C3 Centricity

Customer-Centricity Is Mandatory for 2015 - Huffington Post

Using Big Data to Create Customer Centric Marketing - Invoca

6 Tips for the Customer-Centric Marketer - Exact Target

Books

Customer Centricity: Focus on the Right Customers for Strategic Advantage - Peter Fader

Program Themes

  • Personalization
  • CX Strategy
  • CX Trends