CXOchat

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

@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

@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!

@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

Companies are working towards it, few are there - the 360 degree view is a moving target because we have more data/more touchpts

A7 - It's difficult, but consistently trying to understand the voice of customer and their pains/pleasures is essential to continuous optimization

If it includes a measurement of customer engagement + experience then +1

@MarkJ_Simpson that's half the problem, what do you do with all that data?

@welltendedtree A7: You have to find out which data is predictive & which isn’t to find which will improve the #custexp

A7: A 360-degree view is the ideal scenario. There is so much you can benefit from by having that. Building a lasting relationship for one!

@MarkJ_Simpson do you have any examples of B2B companies that have a 360 degree view of their customers?

A7: According to IBM, 90% of the data in the world today has been created in the last two years alone!

.@BYRNEC agreed! without measuring customer engagement and experience, a company misses out on the total view

@ldguy1 We have a great deal more in B2C!

A7: think how quickly you could make a recommendation to a customer if you truly knew them.. their pain points, their needs, where they are in their journey

@MarkJ_Simpson that is what I suspected!

@MarkJ_Simpson Incredible! It's exponential!

A3: 2 ways orgs personalize w. segments: test + target perceived personas or proactively find diff segments in the mrkt w/data & algorithms

A3: The point is it's really important to test your segments to work online & validate that they are segments online

A3 - Analytics help identify segments for visitor. Typical would be new vs returning, mobile vs desktop, ppc vs nseo, ect

@alexdesigns A3: Great examples. All very predictive of diff behavior.

A3 - then also user goals. Create segments based on how people use your products. Gender, demo, overall outcome

A custom exp for every visitor (but we’re a long way from that) – the best combo of elements for each visitor is more realistic

Pinnacle of personalization is when my need is identified before I knew I had the need. @IBMSmrtCommerce

Q8 not only is your need identified, but you can order and receive the order in what ever way is easiest for you

A8: Agreed @ldguy1. Also meeting and then exceeding my expectations. You can't do that if you don't know who your customer is and have a vision for the future.

It's when our customers can get what they need quickly and easily because we've architected the ideal path

A8 - Agree with @ldguy1. Personalization should be seemless, its there for the right reason, not forced.

@misseugenia A8: Exactly, that's why orgs need to personalize through every channel. Good example.

#personalization is an old hat but now it is the time where companies have the data to do it

Forrester reports improving the #custexp is the #1 priority for biz execs - any holistic #cxo strategy includes personalization

Social is especially important in the role of personalization in the customer experience.

A1: Personalizing the customer ux is important for my client's websites especially new versus returning visitors and other segementation @IBMSmrtCommerce

The "customer" is requiring personalization more and more each day. Customer can be either internal to an enterprise, or an external customer, but it's being driven by the market for sure

Absolutely. If you don't know your customer, what drives them and personalize the experience, you are missing out on creating any kind of meaningful engagement.

A1: personalization is the focal point for a #cxo strat. that can help swiftly and accurately deliver the exp customers expect

Marketing should be about me, not we. #cxochat

@jtbryant well said!

By knowing who your customer is you are able to tailor their experience via web, mobile. It is about knowing how they like to interact and creating a seemless experience.