Extreme personalization, sometimes referred to as marketing to a customer segment of one, is the holy grail of the multi-channel world.
Extreme personalization comes down to one simple reality: customers expect your company to know who they are — no matter what method or touchpoint they are using. Instore, online, through FaceBook or on a phone, customers want to receive a consistent, high-quality experience from your brand.
The challenge is that to get to extreme personalization, marketers must have what they need to reach out directly to a real individual, rather than a general marketing persona. Today, most commerce systems remain siloed. Point of sale systems in-store are not connected to online catalogues or carts. Nor are they connected to a customer profile. Mobile apps don’t always aggregate information for use in the back office. Pricing, billing and fulfillment systems are duplicated for different channels.
Multiple channels and continuously evolving touchpoints have made CRM systems hard to keep up to date if they haven’t actually become irrelevant.
For customers, the silos result in uneven cross-brand experiences. The gap between the in-store and online experience is cavernous. What’s bad for customers is bad internally too. The silos mean that sales, billing and fulfillment staff can’t …read more