Today, driven by the myriad of data that the customers are willingly giving to businesses, personalization has taken up different shapes and concepts.
When we talk about the trends that have brought around this shift, the one event that points itself at the forefront is omni-channel experience. Your customers now no more approach you through a single touchpoint or even a specific set of medium. They are everywhere - emails, telephones, SMS, Live Chat, Chatbot, social media, and walking up to your reception.
Omnichannel personalization is the act of tailoring an experience to a customer, based on the information a business has learned about the customer from multiple channels.
Now while the channels through which they are approaching your business or preferring to be approached might be different, but what is not different is their demand for personalization. In fact, with statistics like personalized emails seeing a 14% greater click through rate and strategically personalized web experiences getting an average of 20% rise in sales, what can be concurred is a conclusion that omnichannel personalization in many ways have become the secret to business success.
In this article cum guide, we are going to look into the multiple ways through which you can achieve true omnichannel personalization.
Now in order to understand how to personalize your customer experience, it will first be necessary to know the mechanics of personalization - a term that looks into what information counts as valid to devise your omnichannel personalization strategies upon.
So, let us answer that first in our guide to omnichannel personalization for businesses.
There are mainly two kinds of information that you need to base your omnichannel personalization on - Anonymous and Personal.
- Channels and Devices that brought them to your company
- The interaction they had while on your channel, the nature of their queries, if they are engaging through the website, the page they are on and when they sent out the query etc.
- Demography information
Even with this basic information there are some superficial level of changes that you can bring around in your omnichannel offerings. This does not necessarily involve personalization but gives off a sense of value:
- Optimize your information delivery on the basis of the queries received. For example, notice the time when you receive maximum queries on different channels or a product or service that customers demand more information on etc.
- Customise outreach on the basis of channel a customer most prefers.
- Customise information delivery, example in E-Commerce change the shipping information or currency valuations based on the geography of the users and record which geographies are querying for which product or service.
- Contact Information
- Job Information
- Past purchase data
These three information type that can be easily pulled through the CRM – Omnichannel integration, when combined with anonymous information, give a face to the customer. Using this information, you can mould your entire omnichannel personalization service strategy around your customers by hitting their pain points and acting on data that directly shows what drives their act.
Once you have attained both set of data and information, the next thing that follows is implementing the information to better your omnichannel personalization strategy across platforms.
Usually, email and web personalization tend to be one of the easiest to implement omnichannel strategies operating in the service space today. The former mainly deals with delivering product information or content similar to what the customer had ordered or enquired about from your website. It can also include transactional details and service related updates. While the latter is about sending customised chat messages as soon as a returning customer starts the chat. Example – Start the chat with a returning customer with a feedback request on their last purchase or the last interaction the customer had irrespective of the channel they had it on. This not only offers them unified experience across all platforms but also gives them information that they are most likely to consume on the basis of their previous engagement.
A rock solid omnichannel personalization strategy in place helps businesses with an intimate understanding of their customers. Right from a history of all their previous engagements with the business, to an understanding of how the customer has moved from one channel to other during their journey with the business.
This type of rich information on each customer not only better prepares a business to handle a customer’s queries across all platforms in future but also enables it to take their personalization efforts’ to an altogether different level. It not only serves the purpose of customer service but can also be used as an essential tool for up-sell.
Nothing goes a long way than face-to-face interaction. A video-chat engagement allows you to seize the moment with extremely personalization interaction alongside efficient servicing. Video chat programs are often integrated with your CRMs just like other channels. Agents can scout out the data relevant to every individual and spice-up the conversation. Seeming relevant and transparent is the opportunity that video-chat offers. Agents can mould the conversations based on customer behaviour data and customer's journey with the brand. Simultaenously, the agent will be reading the customer in the moment which will enable individualised attention towards to the customer's issue.
When we talk about omnichannel personalization, a concept that is most often considered to be the center of modern day omnichannel marketing is social media coverage. The focus of this integration is on driving strategies around the on-the-go customers, who want instant response to their queries and do not bother to call or email a business in search of information. Social media personalisation therefore involves listening to what they say on social channels and responding back to their queries or feedback on the same channel in the shortest time.
With all other channels integrated and unifying data to provide personalized experience to customers, the next step is to extend omnichannel personalization to in-stores as well. Something that can be achieved by giving your sales associates tablets for interacting with clients and by introducing digital displays and kiosks in the stores to capture the essence of user experience.
One strategy that tends to come in very handy when it comes to in-store personalization is integration or sync readiness of POS systems with the omnichannel solution. When in place, it develops a seamless personalization experience around both online and offline interactions.
The channels and ways discussed so far involved minimum to no agent interactions but agent centric telephony and chat customer service is an important integration to the omnichannel environment. It is important that the resolution an agent provides through telephony or chat is stored on a unified timeline so that any agent whether human or bot has access to the information at all times and can make informed decisions on future resolutions for each customer. Training the team to provide a more personalised experience is vital. The agents should be trained to provide personalised experience when the customer reaches out to them.
While this guide would have given you an idea of how to achieve and better the omnichannel personalization approach across different channels, there are two things you would still need to get on with the implementation –
- A step-by-step detailing of what is needed to get on with devising an omnichannel strategy
- A team to hand-hold you through it.
Well here’s the one stop solution to both. Contact our team of omnichannel personalization experts to get the support needed to start with offering personalized experience.
Author Bio: Akanksha is an IT enthusiast, having an experience of 7 years in marketing and promotion. She has experience in varied industries, in positions working across the line of marketing. She is a day dreamer, an avid reader and a crazy traveler when she is not working.