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Tips to Personalize Digital Engagement Cheat Sheet (DRAFT) by [deleted]

This is a draft cheat sheet. It is a work in progress and is not finished yet.

Introd­uction

Online shoppers crave speed, simpli­city, and person­ali­zation when it comes to the online experi­ence. Not only that, they expect this across multiple channels throughout their customer journey.

“Online shopping is likely to become more person­alized, with retailers custom­izing their services and integr­ating online sales channels such as websites and social networks on any device that will connect to the internet. M-Commerce is expected to play an ever larger role in the future, with over half a billion customers following the trend to shop via mobile devices by 2016.” — Global B2C E-Commerce Trends Report 2013, by Report­linker

How tp meet the demands of today’s consumers and deliver a compelling and person­alized experi­ence? Here are four best practices for companies looking to deliver a more meaningful ecommerce experience using action­able, intell­igent data.

1. Engage with Multi-­Channel Preference

Engage with Compre­hen­sive, Multi-­Channel Preference In Mind

Succes­sful, person­alized customer experi­ences happen in the customer’s channel of choice. Keep conver­sations in-cha­nnel, and look for ways to create an online experience that replicates the in-store experi­ence. For example, if you can identify visitors who demons­trate purchase intent or abando­nment behavior, then guide them through the checkout process within that same channel —you’ve enabled a better conversion rate and a more positive user experi­ence.

For more successful engage­ment, measure the effect­iveness of each channel to identify what works in differing situat­ions. Consider which engagement channel best serves visitors consid­ering the stages of their customer journey (i.e. awareness, vs. compar­ison, vs. conversion and trust) and different live engage­ments you can offer to improve experi­ences at each stage per channel.

As your multi-­channel experience and analysis matures, segment customers leveraging data and analytics (i.e. site activity, search terms, customer history, geo-lo­cation, etc.) and act accord­ingly. The result will be a highly intell­igent engagement program that will improve business results as well as the customer experience
 

2. Identify Data Driven Consumer Touchp­oints

We’re in the age of the self-s­uff­icient buyer, yet the contact center is not going anywhere. Why? When customers need support, it’s speed, efficiency and person­alized help that trump self-s­uff­ici­ency.

Utilize data to pinpoint crucial stages throughout the digital journey. The savvy online shopper demands person­alized and intuitive touch points throughout the experi­ence, which can be provided by:
Empowered, intell­igent customer service repres­ent­atives.
Access to their own customer story, told by the data they’re willing to share, such as online purchase history, website intera­ctions, social mentions and more.
Local offers and inform­ation, collected via enabled geoloc­ation services.
Responsive, real-time channel choice, such as chat, video, click-­to-­call, etc. For companies this means the ability to match high-touch to high-value customers, low-touch to “windo­w-s­hop­pers,” and more.

3. Person­alize the Mobile Experience

Person­ali­zation has a special role on mobile. Mobile customers want immediacy, more so than PC users, and are less likely to wait, go the extra click, and browse extens­ively to complete a task or transa­ction.

More and more activity takes place on mobile, yet mobile abando­nment remains extremely high. Person­alized and immediate engagement may be the answer to improve the mobile commerce experi­ence.

Person­alizing the digital experience for your customer is demons­trated to improve satisf­action, loyalty, conver­sions and average order values. Not surpri­singly, the same holds true for mobile, and as person­ali­zation equates to conven­ience and efficiency for the customer, it may yield dramatic improv­ements for your mobile strategy.

When your customers are browsing products via mobile, do you make it as convenient as possible to stay in-cha­nnel, provide any necessary support, and complete checkout?

4. Implement the right tools

Businesses require sophis­ticated technology to succes­sfully implement multi-­channel digital engagement and see results. With the right, cloud-­based technology in place, companies can offer that 1-to-1, person­alized experience for each customer, with real-time and trend data for larger scale decisi­on-­making.