Mass marketing is dead, because mass personalization through artificial intelligence killed it. Yet few marketers have prepared their organizations to deliver personalized customer experiences at scale in the era of AI. This is especially true in Switzerland. The reason for this is twofold. First, a pervasive and growing fear about data privacy. According to a report by PwC, Swiss consumers are more concerned about data security and data protection than people in the rest of the world. Second, leveraging AI in marketing solutions requires a unified data strategy. But these roadblocks are not a fatality, and some Swiss companies, like Swisscom and Nestlé are leading the way in implementing successful marketing solutions.
The big opportunity: leveraging data to offer customers a true personal experience
Successful brands are those that gather intelligence at every interaction and know their customers intimately so they can resonate with them on a deeper level. This is the crux of a business transformation and we categorize this as the Experience Economy. To reap the benefit of this new reality, unified customer intelligence platforms can help. By instantly capturing online and offline marketing, sales, and service data, applying machine-learning algorithms to that data in real time—and then presenting each individual customer with offers that are most relevant to them—marketers can not only make their customers happier and more loyal, they can also make their companies more profitable.
The big challenge: reassuring consumers about data privacy
Data security has a tremendous impact on consumer trust. Organizations must ensure they have the proper security protocols in place as they expand their use of customer data. As cyber threats become more sophisticated, security must be an ongoing priority across all areas of the organization. With Oracle CX Unity, fueled by the Oracle CX Cloud, organizations’ first-party data can be hydrated with third-party data from Oracle’s marketplace—the world’s largest—in strict compliance with all domestic and international regulations. In turn, organizations can deliver seamless experiences and hyper-personalization—requirements for thriving in the Experience Economy.
Amongst Swiss success stories: Swisscom and Nestlé
Swisscom has embarked on a digital transformation journey to make sure, amongst others, that they continue to deliver the best service to their customers regardless of their location. To enable this, they are working with Oracle to provide the right platforms supporting the best possible service to their clients. (source: Swisscom discusses Digital Transformation program with Oracle)
For its Special.T brand, Nestle deployed a multi-channel customer service platform based on Oracle Service Cloud. Using this solution allowed the business to integrate various aspects of customer data: chat, customer portal, knowledge base, and social media listening. The company also leveraged Oracle Cloud solutions for its Babyness brand, creating an agile platform which can be adapted to follow the evolution of the business, add new products, new languages, and include security updates as fast as possible. (source: Nestlé BabyNess - Nestlé Special T)
Swiss companies are moving in the right direction. Customer intelligence platforms aren’t just the latest tools marketers can use to segment markets, automate campaigns, or qualify and convert leads. They provide the very infrastructure brands need to secure their long-term competitive advantage.