Most organizations interact with their customers in a number of channels, but typically in each channel as a silo. If there is personalization, it’s based on limited data for each channel. Data is spread out in a number for platforms and can’t be accessed cross channels.
In successful cases of omnichannel personalization, communication can flow seamless cross channels in multistep campaigns. All personalization and optimization are based on all relevant data in order to create a relevant experience that drive sales.
There are endless ways to personalize interactions with customers. It can be based on context, e.g. phase in a customer journey, customer propensity, preferences or intent.
The main steps in personalization include profiling of customers, personalized triggering and personalization of the experience (e.g. content or offers). In each step a variety of analytic models are used, from simple business rules to AI models.
From product to customer value driven
Many CRM departments are frustrated over getting pushed by product owners in the organization to send offers & content to broad target groups. Typically leading to spamming customers with very disappointing results.
In a customer centric approach, the focus is on maximizing customer value, finding the best tactic for each customer rather than pushing broad product campaigns.
Omni communication & interaction
The first level of omni personalization means reaching customers in all relevant channels using all relevant data. Selection of channel is based on customer preferences, context and channel strategy.
In an omnichannel orchestration setup, a campaign can include multistep communication covering multiple channels. Depending on how the recipient respond, the next step and channel is dynamically personalized.
The base for omnichannel personalization is to collect data from all touch points and create a one customer view, building capabilities to use this data cross all channels. That requires a possibility to identify customer cross channels using identity resolution models.
In addition, product data also needs to be defined and stored with accessibility for all channels. By increasing number of data points for a product, we improve the ability to personalize. Adding meta tags such as type of use or other aspects of the product, we can use this data to profile customers and to personalize recommendations by feeding more data to the algorithms.
Trigger based always on campaigns
Moving from calendar-based, to trigger based always-on campaigns is key to be able to personalize based on context and customer needs & intent.
Reducing manual one-off campaigns means a higher degree of automation and continuously optimizing programs rather producing new communication every week. Focus switch to a test & learn approach, continuously optimizing implemented programs step by step.
Measure reporting & optimization
Optimize and improve marketing by tracking what really matters. Tracking and reporting should be addressed throughout the funnel and cross channels. All tracking and reporting should be automated and visualized in integrated dashboards.
Optimizing customer interactions also means to A/B test and optimize digital customer journeys. These customer journeys can be measured and A/B-tested but also auto-allocated a specific content, recommendations or features for specific individuals or micro segments.
Omnichannel tech stack
To support Omni channel interactions and personalization there are new evolving modern platforms to consider, e.g. Personalization engines and AI search tools to support personalization of customer interactions. Customer data platforms (CDPs) to orchestrate customer interactions across omni channel. Based on customer intent, customer journey or customer lifecycle – CDPs enables profiling of customers and personalizing interactions seamless throughout your touch points.
PIM/PXM (Product information/experience management) and DAM (Digital asset management) support and end-to-end approach for content, production, storage, distribution and life cycle management – supporting personalization of relevant content in all interactions cross channels.
Working with Remotion
Remotion helps our customers throughout the process of establish omnichannel personalization. This include strategy & pre studies, procurement of IT platforms, project management, content production, campaign management and establish new ways of working.
Our pre studies comes in three flavors: small, medium and large. Small helping CIOs to define the new martech stack, medium helping CRM departments to transform communication and large for organizations that want to transform their whole customer experience.
We use a standardized method helping our customers throughout the process. This method is built on the experience of 10+ implementations of omnichannel and is based on a five-step maturity model.
- Setting key objectives and strategies for transformation
- Defining current & future state in the maturity model
- Defining required business capabilities
- Defining future state IT-architecture and identify gaps
- Business case & budget
We offer a number of add-ons that can be added e.g. communication & content strategy, UX audit, SEO audit, email & web personalization strategy, paid media strategy, loyalty program design and cross functional way of working audit.
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