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We all want to give our customers the best experience possible. Constantly, we hear marketers prioritizing the customer experience and personalized messaging while staying within budget and seeing true ROI.
According to eMarketer, 74% of marketers prioritize matching customers across multiple devices1, while only 14% of marketers feel they have this capability. This gap is not surprising. In the omnichannel world, brands interact with their customers in more places and across more technology than ever. This means the opportunity to disappoint customers increases exponentially. Personalization is falling flat because it’s not true individualization – largely, it’s just a name on an email or a coupon book.
The customer experience, then, is lacking because brands are executing bulk, bland engagement that leaves some customers feeling alienated, or at the very least, makes messaging easy to ignore in the fray of promotion.
Imagine all the information a brand receives from customers as trains crisscrossing and traversing the city at all speeds and stopping and going from hundreds of stations – just like the London Tube. The trains are the channels – POS systems, surveys, transactions, social engagement – and there’s no way to know who’s riding the train, except if that customer swipes their commuter pass before boarding. That pass is loyalty; it’s the moment the customer identifies themselves to the brand. At every interaction with a brand, just as in every station a rider boards, the customer tells the brand: hey this is me on this train! And the brand gathers those interactions to break down silos, developing a singular view of the customer: The Golden Profile.
Once the Golden Profile is in place, brands can move from probability measurement to predictive measurement. Knowing your customer and predicting their next move allows brands to communicate and cultivate offers that appeal to this consumer’s personality.
What happens next is the differentiator for brands. Some businesses may take a set it and forget it mentality to their loyalty program. But customers are never static, and loyalty programs must reflect that. A brand travelling with their advocates along the customer journey is moving through what Aimia calls the SmartJourneyTM. For instance, a young professional who started with a brand’s discount retail line may move into higher quality clothes as her career advances. The brand’s offerings will change with her, continually gathering data.
While the task to monitor and grow with a brand’s client base may seem daunting, Aimia developed the end-to-end solution of the SmartJourneyTM to offer marketers an extended team of analysts, strategists and communications to monitor a brand’s KPIs, and offer expertise on changes. In our experience, we’ve found this keeps brands relevant and successful, showing at least 7 times true ROI.