The future of personalization

The future of personalizationIf you haven’t been thinking about the future of personalization — you should. The CMO Council released a fascinating study today, looking at how marketers are viewing/using personalization and what that means for all of us down the road.

 The study, done in partnership with Pegasystems, is entitled “Predicting Routes to Revenue, and found that nearly half of marketers say their current analytics programs have the ability to give a clear view of past performance but do little to shed light on the road ahead.  The study is based on insights from more than 150 senior marketing executives surveyed primarily across North America and Europe during the fourth quarter of 2015.  You can download the complete study here.

The study also found that marketers looking to deliver exceptional customer experience will increasingly turn to personalization as the key driver to maximize customer value. This will require redefining data¹s value and primary role, moving away from using data as a vehicle to calculate past performance metrics and into a critical tool to uncover new, real-time insights about customer behavior.

The study also found that marketers looking to deliver exceptional customer experience will increasingly turn to personalization as the key driver to maximize customer value. This will require redefining data¹s value and primary role, moving away from using data as a vehicle to calculate past performance metrics and into a critical tool to uncover new, real-time insights about customer behavior.

Gone are the days of simply including a customer’s name in an email and considering that to be personalization. Today, customers expect that brands will understand who they are, what their habits are, what they want to see on their device screens, what they want, how they want it, when they want it…and the list of expectations goes on. These requirements are making it all the more imperative for organizations to be able to craft robust experiences that are targeted to the needs and desires of all of their customers.

A one-size-fits-all approach reveals to the customer that a brand does not understand them and opens the door for customers to defect and leave a brand’s fold in favor of one that does. In a world where customers have a multitude of options for nearly everything they are looking to purchase—and where new contenders are willing to offer almost anything to gain their business and loyalty if given the opportunity—the demand to know and effectively engage customers has never been greater.

Read more about the study’s findings and the recommendations from the CMO Council and Pegasystems and then identify personalization opportunities inside your own organization.

Seems like the time is now if you’d like to be an innovator in this space.

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