Personalization in the Age of Automation

Jan 17, 2019 8:24:00 AM

in Customer Service, Blog

Being called by your first name, reward points, special member advantages, timely discounts – let’s face it. We love it. As consumers, we want brands to cater to our individual needs and wants. Feeling special gives us that warm, fuzzy feeling that keeps us coming back to buy more. We want brands to know us and provide a personalized experience catered to our wants and needs. So how does a brand make personalization a top priority in the CX world of emerging tech trends? The answer is easy – integrate.

Let the Data Tell the Story

We hear the word data a lot these days when it comes to the customer experience, but what does all this data mean? Consumers know that brands are collecting and using their personal information in some form to better understand them. However, the age-old challenge with data is having the ability to pull data across all interaction channels together to create actionable strategies. Brands need a complete view of their customers – not siloed consumer data. Here are a few strategies to consider as you dive into the details:

  • Use data to align goals across your marketing, sales, and business development groups. Get on the same page about company objectives.
  • Segment customer groups based on their interactions with your brand. For example, customers who haven’t recently interacted with your brand should be treated differently than customers who engage consistently.
  • Develop content based on what the data is telling you. This allows you to target your customers with the right marketing offers that are tailored to their needs.
  • Look at every interaction point in the customer journey and not just a single interaction. The journey will identify silos and show you where and how customers are interacting with your brand.

Customer interactions cross over from brick-and-mortar stores, social media, to mobile applications. Without this data, brands don’t have a story or strategy to enhance those experiences. Bringing that story together gives you the opportunity to apply personalization techniques and develop deeper relationships with your customers.

Personalizing the Experience

Personalization applies to every aspect of the customer experience, from sales and marketing to customer service and technical support and across all interaction channels. Smart brands are leveraging data to predict consumer behavior and better understand when to apply artificial intelligence (AI) or human interaction during the customer experience based on the conversational needs of their customers. They are using technology to automate simple questions and transactions to enable consumers to self-serve whenever possible. These include billing date changes, account profile changes, and making payments to name a few. In instances where issues are more complex, brands are delivering authentic and personalized human conversation. Using AI, brands can integrate and organize customer data to determine how and when to create personalized experiences across human and automated channels that customers crave. As AI continues to grow, the power of personalization will be taken to new levels.

Moving Forward with Personalization in 2019

Brands who do well personalizing individual experiences are intentional and proactive about their approach. Their goals, structure, and plans are aligned around the customer. Startek and Aegis help brands identify moments of truth where opportunities present themselves to acquire, support, retain, and grow loyal customers. We know customers want more and will continue to have high expectations from brands. Data, human behavior, and the integration of AI will be crucial to the future of personalization. Customers want to be more than a number. They want to matter.

Visit our contact us page to learn how Startek and Aegis can help you transform your strategy through personalization.