Many companies have had to accelerate their digital transformation in recent months and rethink their B2C and B2B interactions. So how can you rely on data and insights to put the customer relationship at the heart of marketing operations?
A strong relationship issue…
Faced with consumers with increasingly high expectations in terms of customer experience, in particular with regard to a seamless phygital purchasing journey, brands and retailers must imperatively (re)put the relationship at the heart of their marketing actions. with their customers to establish a direct and permanent link with them.
… to move towards hyper-personalization
For this, companies rely more and more on their firstparty data, in a context that announces the imminent end of third-party cookies. They then engage in a process of progressive customer knowledge, supplemented as and when interactions occur to provide an increasingly personalized experience via a DAM (Digital Asset Management) tool, for example. Each touchpoint thus represents an opportunity to offer an exceptional, memorable experience and to collect new information to move towards contextual, relevant and useful personalization. However, all customer data should not be collected blindly but rather under a thoughtful prism: what will each data collected be used for to bring a tangible benefit to customers.
Collecting data is good, exploiting it is better…
The challenge for many brands and retailers is therefore to make the data collected activatable, i.e. to be able to quickly draw operational insights from it that can trigger value-added marketing actions: reminder by customer service, sending of a welcome email… Thus, optimizing the customer experience goes through four pillars: data and insights, agility and then action, thanks in particular to the use of artificial intelligence, the audacity of experimentation in test-and-learn mode, to finally lead to the fourth pillar of personalization. The Amer Sports group (Salomon, Wilson etc.) has thus committed to centralizing all digital content with Adobe, in close collaboration with the digital agency Valtech, specializing in CX Strategy and Data Science. An initiative that aims to offer a consistent customer experience regardless of the brand (e.g. receiving information on products ordered) and to serve the ambition that 50% of sales will be made directly by 2023.
Consequently, the adoption of this new “Customer Experience Centric” approach induces for companies a dislocation of both teams and data: the ethical management of customer data being more than ever essential but no less complex, this requires example, joint work between the marketing departments and the IT department, while it is becoming urgent to develop an intra-company data culture so that it can be consulted by all the departments. This notably underlies the adoption of a marketing automation platform to free employees from repetitive tasks so that they can devote themselves to data analysis and the emergence of insights. Personalization at scale thus enables marketers to deliver tailored experiences, offers and content to every customer across all channels and at the right time, without appearing intrusive or arrogant.
If you want more information on the subject, watch the replay of the Adobe x Valtech slot, on the occasion of Marketing Day Content First.