David Morton, Sales & Solutions Director at Arvato CRM Solutions spoke to Retail Week about how brands’ customer service reputations are now won and lost on their ability to personalise customer interactions.
Our own data shows that just a third (32%) of retailers have the processes in place for hyper-personalisation, despite consumers being 40% more likely to spend beyond what they’d originally planned when experiences are highly personalised (Google 2020).
This represents a real challenge, but one that is essential to overcome to remain competitive.
In this piece, David outlines the three key steps retailers should take to put hyper-personalisation in place effectively. The first starts with building a 360-degree view of the customer:
David then goes on to explain how this time-consuming process can be enabled by intelligent automation to free up agents to focus on more complex or value-added tasks, while also reducing costs.
He then discusses how augmenting humans and creating a CX transformation roadmap can ensure brands can start – and continue – to sustainably achieve strong personalisation and customer experience results.
Also “continually assessing which parts of the customer journey could be most enhanced by a more personalised offering will help ensure that brands’ investment is delivering maximum returns, in terms of both satisfaction and the bottom line.”
At Arvato, we help some of the world’s biggest retail businesses implement technology solutions to create more tailored customer journeys. You can read David’s full article for Retail Week here and download our personalisation how-to guide here.