CXOchat

CXO: Customer Experience
So you’ve got site traffic. What's next? Learn how to win real customer interactions.
   7 years ago
#CXOchatCustomer ExperienceDiscuss, share and learn about creating an enhanced customer experience across industries.
   7 years ago
#CXOchatCXO: Customer Experience Join us in discussion around key digital marketing trends for 2015.
IBM Watson Commerce
Q2: What does “personalization” mean to your brand?
Mark Simpson
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?
Alex Harris
A2 - Personalization is delivering the right message, at the right time for the right experience to get users to finish line.
Mark Simpson
A2: Glad you asked! UX (layout, flow), offers (brand & category level), & product reccos/assortment/merchandizing
Lynn Hunsaker
Personalization can be H2H, using name/preferences, allowing customer to self-select their path/options
Katie Johnson
A2 - its more than messaging- its also the ability to deliver the right content and offers
Laurie Summers
Personalization is about understanding the customer, their objectives and needs @IBMSmrtCommerce
Lynn Hunsaker
A2 Personalization is not necessarily digital in customer experience: can be about the product/service, in-person/phone interactions, etc.
Mark Simpson
Q for all: What are examples of personalization campaigns that have been successful for you?
Brian Fanzo
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!
jtbryant
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
Mark Simpson
A2: We've seen travel clients offer diff content or a journey through the funnel for diff membership levels of loyalty rewards programs
Alex Harris
@MarkJ_Simpson In diet category, personalization based on gender and the overall goal. ie. Body building vs Weight loss for Wedding
Lindsay Malloy
A2: Moving outside just the personalized ads, knowing what the customer wants before they want it - online and offline.
Lynn Hunsaker
Personalization can also involve Accounts Receivable and other places in the company that go beyond Marketing/Sales/Service
Mark Simpson
@alexdesigns Totally agree - personalization is all about focusing on an individual's goals
Brian Fanzo
@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!
Lynn Hunsaker
A2 Personalization is about adapting to a *person* as a recipient of stuff from any area of your business, vs. 1 size fits all
IBM Watson Commerce
Q7: What is your opinion on the “360-degree view of your customer?”
Mark Simpson
Companies are working towards it, few are there - the 360 degree view is a moving target because we have more data/more touchpts
Alex Harris
A7 - It's difficult, but consistently trying to understand the voice of customer and their pains/pleasures is essential to continuous optimization
Christopher BYRNE
If it includes a measurement of customer engagement + experience then +1
Becky Hirsch
@MarkJ_Simpson that's half the problem, what do you do with all that data?
Mark Simpson
@welltendedtree A7: You have to find out which data is predictive & which isn’t to find which will improve the #custexp
Elizabeth Dean
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!
Laurie Summers
@MarkJ_Simpson do you have any examples of B2B companies that have a 360 degree view of their customers?
Mark Simpson
A7: According to IBM, 90% of the data in the world today has been created in the last two years alone!
IBM CX Solutions
.@BYRNEC agreed! without measuring customer engagement and experience, a company misses out on the total view
Mark Simpson
@ldguy1 We have a great deal more in B2C!
Elizabeth Dean
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
Laurie Summers
@MarkJ_Simpson that is what I suspected!
Sarah Gibb
@MarkJ_Simpson Incredible! It's exponential!
IBM Watson Commerce
Q3: How do you identify the segments of visitors you personalize for?
Mark Simpson
A3: 2 ways orgs personalize w. segments: test + target perceived personas or proactively find diff segments in the mrkt w/data & algorithms
Mark Simpson
A3: The point is it's really important to test your segments to work online & validate that they are segments online
Alex Harris
A3 - Analytics help identify segments for visitor. Typical would be new vs returning, mobile vs desktop, ppc vs nseo, ect
Mark Simpson
@alexdesigns A3: Great examples. All very predictive of diff behavior.
Alex Harris
A3 - then also user goals. Create segments based on how people use your products. Gender, demo, overall outcome
IBM Watson Commerce
Q8: What is the pinnacle of personalization in your mind?
Mark Simpson
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
Laurie Summers
Pinnacle of personalization is when my need is identified before I knew I had the need. @IBMSmrtCommerce
Katie Johnson
Q8 not only is your need identified, but you can order and receive the order in what ever way is easiest for you
Elizabeth Dean
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.
Kathleen Rohrecker
It's when our customers can get what they need quickly and easily because we've architected the ideal path
Alex Harris
A8 - Agree with @ldguy1. Personalization should be seemless, its there for the right reason, not forced.
Mark Simpson
@misseugenia A8: Exactly, that's why orgs need to personalize through every channel. Good example.
Benjamin Rund
#personalization is an old hat but now it is the time where companies have the data to do it
IBM Watson Commerce
Let’s begin. Q1: Is personalizing the customer experience part of your business objectives?
Mark Simpson
Forrester reports improving the #custexp is the #1 priority for biz execs - any holistic #cxo strategy includes personalization
Lindsay Malloy
Social is especially important in the role of personalization in the customer experience.
Alex Harris
A1: Personalizing the customer ux is important for my client's websites especially new versus returning visitors and other segementation @IBMSmrtCommerce
jtbryant
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
Elizabeth Dean
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.
Mark Simpson
A1: personalization is the focal point for a #cxo strat. that can help swiftly and accurately deliver the exp customers expect
Laurie Summers
Marketing should be about me, not we. #cxochat
Elizabeth Dean
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.