If you want to work with segmentation and personalisation for your customers, the first step in the process is to create relevant user scenarios of how you can create value. You do this by splitting customers into smaller and more homogeneous units. What are your goals for personalisation and what are you already doing in this area? You can do this by running a user or customer journey analysis, mapping your touch points with the customer and which function or which potential value the individual touch points contain.
Next, identify the accessible data sources and resources required to create a relevant and personalised service. What do you know about the customer and is their information updated and consistent across all your systems? For this exercise, you need to do a system and data review and check compliance with legislation on data protection.
If you have the relevant data, you need to consolidate it centrally so that several systems can use it. If you don't have the data you need for the customer, you need to find a way of collecting it and making it accessible on your systems. You can do this using behaviour data or by enriching the data you have from external systems, such as demographic archetypes like conzoom or cameo.
For you, this means that you have an automated collection of relevant data about the customer, which you can use to create a personal and continuous customer journey across your touch points. For the customer, this means that they will be presented with relevant content that supports their exact preferences through the purchasing process and alongside your marketing activities and customer service functions.
It could be something as simple as the customer's details being automatically filled in whenever they buy a product on your E-Commerce platform, or that the customer's phone number is recognised when the customer calls so that the case is already open for your customer services when they are talking to the customer.
The value for the customer is that you serve relevant content and deliver efficient purchasing processes and thereby create high conversion rates and customer loyalty. The value to your business is to automate processes that would otherwise be time-consuming or impossible to solve on such a large scale if people were handling them.
Quality data is essential when creating a positive customer journey across channels, and provides valuable opportunities for automating business processes. But it requires tight control of data and managing the customer across a number of business systems. This puts great demand on the speed of data flow between these systems. You also need to comply with the EU General Data Protection Regulation when dealing with personal data, and with this regulation coming into force on 25 May 2018, how you store and use customer data has become much more stringent. Novicell has written a 30-page white paper on the EU General Data Protection Regulation, which you can download on the link below.
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