Customer experience has become the battleground for brand loyalty.

Consumers interact with companies in fundamentally different ways and have more control of the brand experience than ever before. 

This is forcing digital marketers to refocus their strategies as a result, pushing them to find innovative ways to deliver seamless, personalized omnichannel customer experiences (CX). According to Econsultancy, over half of organizations identify customer experience as a key competitive differentiator. 

By focusing on personalization techniques, integrating data analytics and looking at translation methods, organizations can ultimately improve the global customer experience at every touch point in their journey, ultimately driving brand loyalty.

Tailoring the Customer Journey

With rising customer expectations, brands must focus on understanding consumer behavior and connecting on a personal level. This rings especially true for the millennial generation, which places a heavy emphasis on convenience when it comes to choosing a brand. 

Brands need to effectively leverage personalization technologies to create unique offers and experiences targeted to each consumer and deliver it at the right time and place, essentially personalizing the entire customer journey. Typically businesses see a higher return for consumers when personalization is involved — on everything from discounts to personalized offers, and tailored customer service. 

Bridging the Gap Between Data Analytics and Personalization

While personalization is the key in driving meaningful global customer experiences, it won't be effective without harnessing actionable customer insights. Brands and marketing leaders must effectively deploy data analytics across platforms to gain a deeper understanding of consumer preferences and align offers, tactics and touch points accordingly.

By embracing data analytics, brands can also measure what online research is being done in specific markets and ensure that the relevant products or solutions are available during the purchase point. This level of product customization may seem rudimentary compared to efforts in native markets, but is often the first step in creating truly regionalized experiences.

Translation and Localization

While 90 percent of online business is conducted in English, the majority of online users worldwide are not native English speakers. In addition, Common Sense Advisory recently reported that 84 percent of consumers are more inclined to purchase products online when related information was presented in their own language. 

However, building effective, multilingual digital experiences is a challenge, as the traditionally cumbersome translation process typically doesn’t accommodate the turnaround times that today’s digital marketers require. 

Digital marketers and brands can now leverage technologies like mass automation and even machine translation to drive efficiencies and speed time-to-market. Brand voice solutions can also ensure loyalty and clarity by defining and aligning linguistic preferences before the translation process begins. By taking customers’ language preferences into account, companies can improve the customer experience while maintaining global brand consistency. 

Looking Ahead

Ultimately, consumers want to engage with brands as individuals, and it will be crucial for organizations to utilize personalization techniques, data analytics and localization tools to integrate their digital technologies across all channels. By focusing on these strategies, organizations will provide seamless experiences in online, offline and mobile channels, at the right place and right time — enabling them to stand out in today’s competitive marketplace.

Title image "Trick" (CC BY 2.0) by  ibm4381