How does personalization serve customer engagement?

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Communications personalization and data management company Twilio recently published a report on the state of customer engagement in 2022. What are the key lessons and recommendations to implement this year?

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The importance of customer engagement is well-established: 70% of French companies see an increase in their sales when they invest in “digital engagement” according to this latest report. However, there is still a real dissonance between what companies believe and reality: 75% say they provide a very advanced personal experience compared to less than one in every consumer (48%) who see it that way!

Leverage #1: Take advantage of first-party data

To move towards better customization of the customer experience, companies must rely on the data at their disposal. However, with the imminent end of third-party cookies, the possibilities of third-party data collection will be reduced, so companies must re-focus on first-party data. To date, 81% of French companies say they still rely on third-party cookies! Thus, each touch point presents an opportunity for first-party data recovery: newsletter, contest, etc., especially since consumers are more inclined to entrust brands with their personal data in exchange for the promise of a more personalized buying experience.

Leverage #2: Personalize it to grab attention

France leads the world in countries where consumers say they experienced digital burnout last month. To deal with this context of non-obesity, companies must therefore have better control over the way they communicate: dispatch rhythms, channel selection and integration but also and above all personalization of messages during each stage of the customer journey. So personalization must be designed to meet pre-determined business challenges: hiring, increasing sales, minimizing attrition risk, etc.

Lever #3: Develop a testing and learning approach

However, it is best to start with simple customization scenarios in order to be in an iterative mode, in continuous improvement, and then move towards hyper customization. Thus, simple data such as location, for example, can be quickly activated to achieve the first level of differentiated marketing, here on a geographic scale.

Then it remains to rely on the customer data platform, in order to collect and centralize the various data available but also to unify it to present itself in a unified view of customers.

Find out more:

Tribune writes Bruno Barbagli, global account manager and Philip Kuhn, senior solutions architect at Twilio.

If you want more info on this topic, keep an eye on the Twilio slot reboot during Marketing Week.

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