Customers share more information than ever with companies. Actually, around 90% of the world’s data was created in the past two years, and most of it’s linked to individuals. And in return for sharing this data, customers want innovative, hyper-personalised experiences. Those businesses hoping to meet these steep expectations are working to first gain control over this data. And then they’re focussing their innovation efforts on people’s real-time needs.
Innovation for personalisation
Generally speaking, people like brands that make their lives easier. While products and services are important, there’s a lot of choice out there. But if a business can deliver what you want, in real time, with a smooth experience, then they can really stand out.
Companies rely on a real-time view of their audience to deliver this. It’s no longer enough to treat social media and email and Point of Sale and any of the other customer channels as different pieces of the puzzle. Instead, we should be connecting our data and systems to develop a complete customer view.
The world’s best businesses have focussed their innovation energies on hyper-personalisation. They know that the better they understand their customers, the more they can align their innovation with market demand. Then they can deliver higher quality experiences – and higher returns.
Here are just three organisations I’ve seen that have centralised their data to hyper-personalise customer experiences:
Each one of these companies has set a clear agenda to better use the data at their disposal. And I know that with more integrated data, and a hyper-personalised customer experience, almost any company could reap these rewards.