IBM Watson Commerce22
Q2: What does “personalization” mean to your brand?
A1: Defining personalization isn’t easy but it’s about the 3 main categories that cover the cust. journey rather than a widget on a page
IBM Watson Commerce
@MarkJ_Simpson what do you consider the 3 main categories?
A2 - Personalization is delivering the right message, at the right time for the right experience to get users to finish line.
A2: Glad you asked! UX (layout, flow), offers (brand & category level), & product reccos/assortment/merchandizing
Personalization can be H2H, using name/preferences, allowing customer to self-select their path/options
A2 - its more than messaging- its also the ability to deliver the right content and offers
IBM CX Solutions
@alexdesigns great definition!
Personalization is about understanding the customer, their objectives and needs @IBMSmrtCommerce
A2 Personalization is not necessarily digital in customer experience: can be about the product/service, in-person/phone interactions, etc.
Q for all: What are examples of personalization campaigns that have been successful for you?
Focusing on the customer both internal with employees and external as the ones that keep your lights on... they key is listening and finding new ways to create new customer experiences!
IBM Watson Commerce
@iSocialFanz glad you could join!
A2: Personalization is a means to an end. Important, to be sure, but the end goal is not personalization itself, but rather to use it to drive a deeper relationship. It's best done by showing the customer that you know who they are to you
A2: We've seen travel clients offer diff content or a journey through the funnel for diff membership levels of loyalty rewards programs
@MarkJ_Simpson In diet category, personalization based on gender and the overall goal. ie. Body building vs Weight loss for Wedding
A2: Moving outside just the personalized ads, knowing what the customer wants before they want it - online and offline.
Personalization can also involve Accounts Receivable and other places in the company that go beyond Marketing/Sales/Service
@alexdesigns Totally agree - personalization is all about focusing on an individual's goals
@LindsaySkarda Agree 100% if you can give and connect prior to the customer reaching out... customers will not only remember that but they will know that their voice matters from the start!
A2 Personalization is about adapting to a *person* as a recipient of stuff from any area of your business, vs. 1 size fits all