Customer experiences must be contextually relevant, personalized, and synchronized across the channels that they frequent. Organizations need to go beyond demographic, psychographic and geolocation segmentation and capture, analyze and execute on behavioral data about their customers.
Smart organizations deliver the right message or offer at the right time through the right channel to the right individuals. They go beyond the traditional page-oriented web analytics, data management platforms, content management, and marketing automation systems and capture, analyze, and execute on behavioral data to deliver the level of detailed actionable insights.
Savvy organizations create personalized, contextually relevant experiences for each customer, across all channels, online and offline, as well as across all devices. As your customers move through their journey with your brand, what is relevant to them changes at each step. Relevance is defined by the situation and feelings your customer has at each of these steps. Understanding what is contextually relevant for each customer at any point in time is of most importance.
Experienced organizations capture their customers’ interactions along their journey to analyze and decipher each individual customer’s context. The result is actionable data to more effectively personalize content, landing pages, search results, emails, social communications, and sales and support calls, as well as products to meet evolving customer expectations.
These organizations index every scrape of information from data locked in mainframes and cloud applications to the web to create a single view of the most relevant content based on a customer’s current situation. They also track how different customers, market segments and employees rate the trust-worthiness of indexed information.
And by comparing the “experience patterns” of prior customers with current customers’ interactions, you can determine where the customer is in their journey and what their contextual situation is. Based on the customer’s current behavior, you can determine the closest experience pattern and uses it to determine the most relevant content, product, web page, etc. to present to them. You can match anonymous visitors to the best-fit behavior pattern and detect when the visitor’s actions diverge and require different content and experiences. The more journeys you capture, the more information you collect, the more relevant your responses become.
You can also focuses on identifying post-purchase behavioral patterns of your customers by analyzing product usage to identify buy and churn. Integrated with help desk, inbound and marketing automation systems, you can personalize customer interactions to keep customers engaged and loyal.
“A majority of companies don’t know what they know. And in the case of customer experience, this can have huge consequences.” So says Christine Crandell, in her post, Being Contextually Relevant Increases Customer Loyalty for Forbes.com.