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RESEARCH, ANALYSIS & TRENDS
Wanted: Customer-centric marketing ad nauseam
Word has spread that in the increasingly digital world the 1. Personalization
importance of customers continues to grow explosively
and there is general agreement on the importance of Personalization is at the heart of every positive
customer relations for the creation of value for a customer experience. Customer data management
company’s success. becomes more transparent and customers expect their
personal information to be used to create personalized
But why do customers then feel so little about all this and communications with the brand. Otherwise, they would
still not have the status they deserve? hardly agree to their storage and use. The more it is
surprising that according to reports more than 50% of
The answer is simple: all these companies are still marketers still use only a minimal form of
product-oriented and not, as they want to believe, personalization (e.g. salutation and name) or even rigid
customer-oriented. They are generally so busy with their standard templates for the email contact with their
monthly and quarterly targets or the development of new customers.
products and their planned quantities, that they lose
sight of their customers. A small number of companies have been able to
personalize content in templates block by block or even
Some companies are so busy with themselves and their managed to implement a hyper-personalization, in
processes that they even find the customer a which each individual element, for example in an email,
troublemaker. is adapted to the respective recipient. Of course, such
a type of personalization can only be achieved if a high-
Only when there is a poor order situation, when the self- quality 360-degree customer view is available, that is at
imposed monthly target is in danger or when a new the same time compliant with data protection laws.
product is ready, they expect a wave of excitement from
the customers, which of course is illusional However, Predictive analytics is also playing an ever-increasing
this form of customer orientation is working ever worse. role in personalization, for example by using next-best-
offer algorithms to guide recommendations for the next
In the following we summarize the priorities you should vacation destination or fashion accessory. In the
keep an eye on to optimally exploit the opportunities meantime, even artificial intelligence is developing from
offered by digitization for our customer relationships: a hype to a real tool by enabling for instance fully
automatic A/B tests based on champion/challenger
principles, which are predicted on statistically sound
rules.
6 October 2018 - Personalized & Customer-Centric Content Marketing