FEATURE
Whilst the term personalisation may seem gimmicky at first , there is no doubt that it plays an important role in helping businesses to build and retain customers , improve customer satisfaction and stay relevant . Enough so that customer-centric companies are 60 % more profitable than companies that aren ’ t . Customer experience ( CX ) is embedded into every interaction between a business and its customers , representing the first point of contact and the entire path to purchase , making it a daunting but essential tool .
Personalisation plays an important role in keeping customers happy . But what is the best way to approach this ? Amy Norton , Growth Director from Incubeta , discusses the driving force of customer experience and the art of crafting tailored experiences using first party data .
However , the term itself is very broad and the digital landscape is much more complex than the linear nature of in-person commerce . CX needs to reflect on an individual level , each of those customer journeys . For instance , a customer who lands on a product page through a social media advert will have a different journey compared to someone who discovers your business through an organic Google search and then navigates through your website .
Since each business has its own unique approach and strategy , it becomes particularly difficult to determine how CX can be enhanced . So instead , let ’ s focus on two key components for enhancing CX : data and personalisation .
The driving force of customer experience
Traditionally , third party cookies have been the driving force behind much of our relevancy to date , tracking customers ’ online activity so that we can meet them
BEYOND BEING RELEVANT : A COMPREHENSIVE GUIDE TO CUSTOMER EXPERIENCE
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