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Personalization News & Analysis

The Psychology of Personalization

2014-26-November-Personality.jpgLet's get right to the punchline, and then back it up with some facts. Automated personalization and the human touch are complementary, but systems will improve and automated personalization will handle more and more of the personalized interactions with customers. It’s not only because automated personalization is more efficient. Sometimes the results are better when human-to-human psychological baggage is subtracted from the equation.

Customer Service Isn't Personal if it Isn't Based on Trust

2014-21-November-Trust.jpgOnline business is fast paced and at times chaotic. Before making purchasing decisions, consumers draw from extensive touch points, such as previous experiences, recommendations from peers, personal research and brand marketing. While brands work hard to win customers over with complex marketing strategies and last-minute deals, the customer experience itself can often fade into the background. But businesses that take the time to personalize customer engagement and respond individually to support inquiries can encourage a customer’s trust throughout his or her relationship with the company, which establishes an invaluable connection between brand and consumer.

Optimizing the Customer Journey for the Game of Life

2014-20-November-Game-of-Life.jpgFor many marketers, current personalization efforts are like spinning the wheel in the Game of Life: you never know what you’re going to get. Today’s customers are willing to provide us with detailed information beyond the color of their car or how many pegs are in the back seat, and it’s up to marketers to use this data to craft the right message. Improving personalization to deliver useful, relevant content is the best way for both the marketer and customer to feel like they’ve landed on a pay day.

CMSWire Tweet Jam: Putting the Person in Personalization #CXMChat

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Automation -- marketers love it, customers hate it.

While automation may provide a seamless experience some of the time, a lot is to be said about personal attention.

So, how can companies put the person back in personalization while also using the automation techniques marketers have come to adore? Find out at our November Tweet Jam!

Personalized Marketing Can Help Build Lifetime Customers

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Whether they're buying car insurance or professional-grade skis, customers go through cycles of exploring, researching and purchasing. The most successful companies plot the purchasing cycle for every individual customer and tailor their messaging accordingly.

This degree of customized marketing requires effort, notably talking with customers to understand their wants, needs and preferences.

But in an increasingly digital world, brands rarely, if ever, interact with their customers face-to-face. Instead, companies must collect, connect and action the information they can gather about consumers from their online brand interactions to make the experience more personal and, ultimately, more profitable.

Are You Offering a Personalized Journey or a Guided Path?

2014-18-November-Disconnected.jpgHave you tried to get a real, live person on the other end of the phone lately? After pressing 20 buttons on the phone’s keypad to navigate through a labyrinth of menu options, you will likely find yourself still on hold. This familiar scenario illustrates how companies are struggling to find the balance between data-driven efficiencies --automated, generalized responses -- and customer expectations for a personalized experience --the actual answer they are looking for from a living, breathing human on the other end of the phone or chat session.

What's Trending in Digital Analytics

2014-17-November-Blackboard-Analysis.jpgDuring a walk up Camelback Mountain in Phoenix one recent morning with my colleague Joe Kamenar, Steve Harris, senior director web analytics, web digital group at Capital One and David Millrod, founder of visualization platform Insight Rocket, we talked about data integration. We talked about analytics staffing. We talked about multichannel attribution models. We talked about “huddles.” Huddles? These practitioner-led discussion groups are the heart of XChange, the digital analytics conference we were attending. Now in its eighth year, XChange huddles reflect what’s on the mind of digital analytics program leaders who work at both global and national brand organizations.

3 Messages to Personalize, 3 to Automate

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Customers not only expect outstanding support, they deserve it. In this digital age, client inquiries should receive a response within 24 hours. If you fail to do so, chances are your customer is moving onto another company that can.

To provide the quickest, most efficient and most helpful support, a combination of personalized and automated messages promises the best results. The challenge lies in deciding when to take the time, energy and effort to customize a personal response and when to provide a quicker, more efficient automated response.

Demystifying Web Personalization: 3 Myths Debunked

2014-12-November-Name-Necklace.jpgIf you want your online business to keep up with the competition, you should be deploying website personalization.

Amazon set the precedent some years ago, and now receives 30 percent of its revenue through its pioneering use of product recommendations. Other e-commerce giants, notably Staples, have acquired entire personalization tools into their arsenal.

Research by Forrester found personalization to be the top priority for 55 percent of retailers. For B2C marketers, it was found to be this year’s top digital priority. Insights from another survey revealed that 83 percent of consumers prefer to receive a personalized cross-channel experience.

There's a number of studies and reports available that all point to the same place: personalization is the future of e-commerce.

Want to Connect With Customers? First Step: Don't Be a Jerk

2014-12-November-Mean-Pallas-Cat.jpgAll businesses have certain characteristics that embody the spirit of the company, and allow a brand to better relate and communicate with its customers. However, there are a few traits in particular that help businesses to truly connect with its customers. This connection is all about being more human.

That Anonymous Visitor Is Your Next Great Customer

2014-10-November-Fake-Mustache.jpgPersonalization is critical to your business -- we can all agree on that. But when it comes to rolling up our proverbial sleeves and getting down to getting personal, the conversation veers into choppy waters. Why? It’s a simple enough notion.

Compare digital personalization tactics to the local corner store from decades ago. Remember the butcher who held the special cut of meat for a favorite customer? Or the clerk who knew I wanted the next comic book in the series? That was personalization in the pre-Internet days but, even though the landscape has changed dramatically, the rules really haven’t. We, as marketers, just have infinitely more to work with -- and even greater demands than a pound of sirloin.

Sitecore's New Experience Database Collects, Connects Data

To borrow a phrase from defending Super Bowl champion coach Pete Carroll, Sitecore was "pumped and jacked" at its annual conference in September when it previewed Version 8 of its web content management system (CMS).

Meanwhile, it quietly released a softer update, Sitecore 7.5, which introduces an Experience Database (xDB) that is designed to help end-users make immediate use of customer data.

"The big change  with 7.5 is the ability to collect and connect customer experience data at scale," said Mark Floisand, vice president of marketing for Mill Valley, Calif.-based Sitecore. "When I say collect and connect I mean gathering information from both within Sitecore and other systems. We're aggregating that information down to the individual level so marketers are able to effectively have a single view of the customer."

Getting Personal with Big Machines

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When we think of personalization of service through analytics, the first thought that likely comes to mind is retail applications or consumer goods.

But what about industrial equipment, especially heavy equipment? The way we service big machines is undergoing a renaissance, thanks to the same technology we use to enhance the consumer experience.

Acquia's Digital Experience Platform Gets Personal #AcquiaEngage

The customer experience train takes a pitstop in Boston with Acquia. Well, Acquia doesn't imagine the train stopping exactly.

Targeting the ever-increasing customer need to feel loved, Acquia this morning at its first customer conference debuted the "Acquia Platform," which company officials say upends proprietary, siloed IT models and brings together seven years of Acquia’s innovation around open source.

It's all about targeting customers' needs and desires through metrics like conversion, satisfaction and loyalty.

Personalized Customer Service From an Unexpected Source

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Everybody likes to beat up on the airlines for customer service. Bad food was replaced with no food and reclining your seat may get you arrested. And yet it is airlines that have made some of the greatest advancements in customer service. They’ve done so across multiple channels by reducing the friction along the way.

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