FEATURE you will find yourself having access to more upto-date accurate information that helps to inform relevant profiles of your customer .
From a customer point of view , this method of collecting data requires less input at each point of contact . In doing so , the user journey becomes far more manageable because all of the unnecessary friction is avoided . By being upfront with consumers about the data being collected and how it will be used , then demonstrating the value to them for providing it , we can establish more trust with the consumer and develop tailored experiences for the benefit of both parties .
Amy Norton , Growth Director , Incubeta
with targeted messaging . But , since we will eventually be saying our last goodbyes as Google finally removes cookies from Chrome , it is time to start looking at alternative tools to better enhance CX .
Say hello to progressive profiling – a method of building out a customer profile progressively ( as the name suggests ) which is better for the customer . By gathering customer data incrementally rather than huge amounts upfront ,
THIS INVOLVES CREATING DETAILED CUSTOMER PROFILES , GOING BEYOND DEMOGRAPHIC INFORMATION TO CAPTURE NUANCED INSIGHTS INTO INDIVIDUAL PREFERENCES AND BEHAVIOURS .
This , in turn , allows you to increase the personalisation of your marketing efforts and provide a better , more tailored user experience with a deeper understanding of the current needs of your consumer base . And by providing this more tailored , relevant user experience , along a manageable , frictionless user journey , you will then see an increase in customer satisfaction , loyalty and conversion rates .
The art of crafting tailored experiences using first party data
Speaking of tailored experiences , we have found ourselves in an age where personalisation is expected rather than appreciated and for this reason alone , it has become a huge priority for businesses .
First party data emerges as the cornerstone for measurement , optimisation and targeting . Organisations are directing increased investments towards collecting and enriching their first party data in response to this shift . This involves creating detailed customer profiles , going beyond demographic information to capture nuanced insights into individual preferences and behaviours . The strategic use of first party data addresses challenges posed by privacy concerns and empowers brands to elevate CX . As businesses recognise the pivotal role of first party data in driving profitability , we anticipate a continued emphasis on strategies that harness the full potential of this valuable resource .
Taking a step further , businesses can look to enrich first party data , and this has been made easy thanks to ‘ in-house ’ AI tools ( AKA Black Box solutions ) which as of lately , have had greater emphasis placed on them . For example , Meta ’ s Advantage + and Google ’ s Performance Max are two tools that are widely accessible
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