Ask any marketer how they plan to accomplish their goal of improving customer retention and loyalty and almost without exception they will say, “Better personalization and automation.” That’s code for “We’re not treating our customers like we know them.”
In today’s world where personal curation of products is so high—Design your own tennis shoes! Watch anything, anytime, anywhere! Get vitamins personalized to your gene profile!—expectations of brands to seamlessly communicate with customers is at an all-time high. Missteps can be costly. Just search #[YourBrandName]Fail for a quick sampler.
So how do you systematically get better at personalization and automation? How can you create your first one-to-one marketing experiences? Where do you start to ensure the basic building blocks are in place in order to get to what feels like a personally curated experience across channels?
In this post, Oracle CX Marketing Consulting’ Head of Strategic Services, Clint Kaiser, explains that it starts with responding to behaviors. He then recommends five customer actions that you can use to power your automated and personalized campaigns as you start to build one-to-one marketing experiences.