Well, the understanding part is as easy as learning the alphabet if you follow four basic requirements of customer personalization. When placed in alphabetical order, the first letters of each of these key elements just happen to follow the easy-to-remember flow of “A, B, C, D” – but they’re unforgettable for an entirely different reason: they truly are essential to meeting customer expectations.
To understand the needs of customer segments, you need to personalize customer relationships. Personalization, at a basic level, strengthens customer retention. Customers who believe companies really know them, and can thus provide what they really want, will keep coming back for more. Why start all over with a company that doesn’t have this level of understanding?
Not to mention, personalization improves upselling. When customers trust a brand or a B2B company, they won’t think twice about upgrading. An upsell doesn’t come across as a sales trick but rather an intelligent, even emotional, plea to help the customer. The same holds true for cross-selling when it’s personalized: “The company knows me and thus looks out for my best interest.”
Overall, customer experience (CX) reaches new heights when customers believe they’re associated with a program that prioritizes personalization. Every interaction, communication and sales pitch that strikes a personal chord all but ensure loyalty. In many ways, personalization is difficult. A company has many customers and many pieces of data about each of those customers. But by following the ABCs of meeting customer expectations, personalization isn’t that difficult.
“A” – Agility ability
Technology enables B2B and B2C consumers to find the most suitable products and services at lightning speed. Companies, in turn, must meet the demands of customers just as quickly. Suffice to say, many companies aren’t as quick as their customers and are slow to recognize their needs.
Any successful CX initiative lives, and dies, on a company’s ability to be agile and meet not just current needs but also anticipate them. Yet, more often than not, the biggest hurdle to agility is a data disconnect. Companies can’t connect the dots that lead to personalized relationships. Their data is trapped in silos, or they rely on dirty data or incomplete data. Without a complete and timely view of customers, companies can’t begin to understand them in the here and now and thus quickly present them with tailored marketing and sales opportunities. Fortunately, the key to achieving “A” comes a bit later in this martech alphabet.
“B” – B2B knowledge
Picking up on the theme of knowledge, it’s critical for B2B companies to fully understand their customers. Again, it’s not easy. Getting a complete view of companies is difficult because they have many employees and thus many points of contact. Determining who does what, including who has authority to make purchases, can be like cracking a code. And just when a B2B thinks it has a handle on the roster of employees, they change positions or leave the company altogether. A salesperson can field leads for a customer representative, while another salesperson has similar or different information from other leads, causing a B2B to send that rep mixed messages. ID resolution is unquestionably a big hurdle to acquiring B2B knowledge.
To be in the know, a B2B needs a tool that not only gathers and coalesces data on organizational hierarchy – people, their contact information, positions, responsibilities, and relationships – but also adds a goodie bag of extra data that brings a customer profile into sharp focus: intent scores, digital behavior, consumed content, preference, and predictive mapping information and a host of other analyzed metrics. When provided on a consistent basis, all this enriched, enhanced and real-time data are the colors that paint the most clear and understandable profile of a customer, enabling a B2B to confidently deliver personalized communications, marketing and sales pitches and offers that demonstrate the customer is known.
“C” – CDP power
So here’s the key to solving “A” and “B.” A CDP, shorthand for customer data platform, is the technology that makes heads and tails out of the voluminous amount of information that B2Bs need to decipher so they can personalize customer relationships and offer top-notch CX.
Driven by machine learning technology, Zylotech excels with this part of the martech alphabet. By continuously identifying, unifying, cleansing, and enriching your customers' demographic, behavioral and transactional data – and adding the goodie bag of third-party data – Zylotech solves the ID resolution problem. And Zylotech’s DRIVE-R framework offers tested, detailed insight on how B2Bs can best communicate with their customers. You’ll be able to measure customers’ intent, their level of interest and when they’re ready to purchase, leading to a final step of having the knowledge of sending the right offer at the right time to the right person.
If you liked this post, check out our recent blog post: How to enhance the data you're receiving from adtech.