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Transforming to Customer Intelligent Marketing Part 2

Dan Ewing
Global Director - CX Marketing Product Strategy & Success

Marketers need to lead their enterprise in using more customer attributes to deliver exceptional customer experiences. Those that do will become the future winners of their industries while those that don’t will likely wither and fade.  To read part 1 of this series, click here.

To leap-frog the competition, marketers need to help move beyond today’s world of batch and blast or basic personalization (messaging based on a few attributes) and become like Amazon, Google, Uber, Netflix, etc. This requires breaking through a wall of complexity and making personalization possible on hundreds - to - thousands of attributes.

The new data intelligence technology all comes around to how you do personalization. These are two very simple steps to think about at a high level:

  1. Get serious, even fanatical, about capturing every facet of your customer’s interactions with you - their interests, intentions and desires.
  2. Load these signals and customer attributes into machine-learning decisioning models to deliver hyper-personalized experiences.

Then, continuously experiment and iterate on the attributes used while refining your decisioning models to deliver exceptional personalized customer experiences.

Your marketing can grow in phases as you add additional attributes and decisioning capabilities. Think about starting by personalizing your messaging using segments and rules-based dynamic content, and the number of available segments will grow as you add more attributes. You can then begin to blend customer specific content such as product recommendations to produce truly personalized content.

The Key Systems and Components to Transform

Marketers have always had the goal of sending the right message to the right person at the right time. We can now execute on this vision by collecting data on the customer’s micro moments, in real-time, to make in-the-moment decisions and orchestrate the delivery of that message across channels.

To break through the wall of complexity, consider addressing each of the four key technical components you will need to develop. You don’t have to take each of these steps at once, but when combined, they become the architecture that will power your ability to deliver exceptional customer experiences. When done well, you’ll see incremental gains in your marketing performance as each of these components are implemented.

  1. Get serious about the customer profile. The ability to unify, enrich, segment and analyze your customer profile data in real time is essential to enabling your ability to engage with your customers on their terms. Capture customer interaction events and signals across your web sites and mobile apps. Pair these events in real-time with the appropriate content and offers to capitalize on personalized retargeting opportunities. Remember, it is not enough to collect massive amounts of data. You must also put that data into context, derive meaning or understand customer intent from it, and use it to produce an actionable output.

  2. Develop a library of content and content components and tag each content item within your content management system. This will allow you to perform rapid experimentation to deliver the content that drives the best results.

  3. Match machine learning and AI-based decisioning tools with your profile data and content management system to enable real-time personalized messaging that combines intelligence from customer attributes with the context of customer interactions.

  4. Use machine learning, customer preferences and engagement history to determine the right channel (or channels) and timing for best results. Use customer engagement to determine the appropriate cadence, timing, and channel mix for additional follow up messages to deliver a delightful customer experience and turn your loyal customers into brand advocates.

If you have not already started your journey to customer intelligent marketing, it’s time to get started.

Your goal should be to start with a firm foundation based on quality customer profile data. Deriving context and customer intent from that data, combined with automated content and a cross channel delivery system will enable you not just to grow your business, but to develop brand champions as well.

Click here to read the blog "Defining the Customer Intelligent Platform - and Why You Should Care."

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