Authored by Parham Saebi, Customer Service Solutions Director at Arvato CRM Solutions
Customers want ever-more personalised experiences from the brands they buy from.
Being relevant in the broad sense is no longer enough. Retailers are now being challenged to deliver customer experience that is ‘hyper-personalised’. That is, meeting an individual’s specific needs across every channel that they use, and adapting to changes in preferences or circumstances in real-time.
Getting it right can help brands both win and retain customers, boost revenue streams, reduce customer effort and improve the overall customer experience. At Arvato, we have a strong track record of helping retailers design and develop technology-driven solutions that provide this.
Here’s how we’re helping our clients effectively deliver hyper-personalisation.
Building the 360-degree view of the customer
Any process of hyper-personalisation is underpinned by a detailed understanding of an individual and how they interact with a brand’s products and services – a 360 degree-view of the customer.
The growth in e-commerce and digital customer experience channels – a trend rapidly accelerated by COVID-19 – has driven the emergence of new data streams and an explosion in data that brands can use to understand customer preferences and build shopper profiles.
Gathering information from sources like this, as well as from retail point-of-sale systems and from systems used in the full end-to-end supply chain process, is the essential first step. But it can be a time and labour-intensive task, especially if data is spread out over disparate systems and in differing formats.
At Arvato, we use Intelligent Automation to continually extract and process the data collated through structured data capture forms into the required systems. We also use it to retrieve, cleanse, manipulate, normalise and consolidate this data from these disparate systems into a centralised Customer Relationship Management system (CRM).
Not only does this deliver a round-the-clock data capture and management solution that provides a holistic view of customer-related data in one place, but does so at a low-cost, error-free and without the need for human intervention. This frees-up employees for more complex, value add enquiries and tasks in the customer experience process.
Bridging the gap between reactive and proactive
Once a retailer develops a single, centralised customer view, its customer service representatives have all the information they need at their fingertips to deliver a hyper-personalised experience. This includes everything from demographic and buying behaviour, to information on an individual’s previous communications and sentiment with a brand.
Our solutions use artificial intelligence (AI) and technology such as predictive behavioural omni-channel routing and customer journey analytics to analyse this data and generate insights and foresights in the form of recommended ‘next-best actions’, tailored support and engagement journeys, meaning retailers can implement hyper-personalisation on both a reactive and proactive basis.
Insights informed by a rich bank of current and historical customer information can help agents quickly and more effectively resolve customer issues or queries and bolster their ability to tackle potential issues before they even arise. This ensures the highest level of customer experience while reducing customer effort.
Meanwhile, information gleaned from the CRM on factors such as previous items purchased, or items browsed on an e-commerce site can be used to help generate promotions and offers tailored specifically to individuals, in-real time. This can help strengthen the impact of brands’ proactive sales activity and representatives’ ability to up-sell or cross-sell.
Importantly, this technology supports an omnichannel approach, ensuring data can be shared across departments and whichever contact channel a customer chooses to use – delivering a seamless experience with a consistent level of personalisation, however they decide to engage.
As Luke Schönenberger, Senior Ecommerce Manager at Benefit Cosmetics UK & Ireland, pointed out in our recent report on the future of retail customer experience, it won’t be long before generic, site-wide, merchandising in retail is a thing of the past.
The same personalisation trend applies to customer service. In an increasingly competitive retail landscape, successfully implementing hyper-personalisation in customer experience will help brands stand out from the crowd.
Contact us to learn more about how we can help you transform your customer experience offering to deliver greater personalisation – CRMSE@arvato.co.uk.