Learn how digital technology can help you create personalized customer journeys that improve customer satisfaction, retention, and loyalty, and increase conversions, revenue, and referrals.

One of the most neglected and lowest-hanging fruits of personalisation is using your own products' detailed information and sales data together. Eg. I still get a newsletter of discounted fridges, although I just recently purchased a new fridge. The company who sold me the fridge, should know its own product (meaning the customer likely is not going to buy a second fridge in the next X years, X equals product life time) and should pair this insight with the date of my last purchase. If you look at how many companies try to sell you things that you don't want, you will realise how few brands actually use personalisation in a proper way.

How can digital tech create personalized customer journeys?

Personalization is the key to creating engaging and relevant customer journeys that drive loyalty and conversions. But how can you use digital technology to tailor your content, offers, and interactions to each individual customer? In this article, we'll explore some of the ways that digital tech can help you create personalized customer journeys, and the benefits and challenges of doing so.

1 What is a personalized customer journey?

A personalized customer journey is a series of interactions that a customer has with your brand, product, or service, that are customized to their preferences, needs, and behavior. Personalization can happen at different levels, from simple segmentation based on demographics or location, to dynamic content based on real-time data and feedback. The goal of personalization is to deliver the right message, to the right person, at the right time, and through the right channel.

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Attila Tóth

🚀Helping international brands transform into the digital future, today. // Digital Strategist // Digital Due Diligence Advisor
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One of the most neglected and lowest-hanging fruits of personalisation is using your own products' detailed information and sales data together. Eg. I still get a newsletter of discounted fridges, although I just recently purchased a new fridge. The company who sold me the fridge, should know its own product (meaning the customer likely is not going to buy a second fridge in the next X years, X equals product life time) and should pair this insight with the date of my last purchase. If you look at how many companies try to sell you things that you don't want, you will realise how few brands actually use personalisation in a proper way.

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2 Why is personalization important?

Personalization is important because it can improve customer satisfaction, retention, and loyalty, as well as increase conversions, revenue, and referrals. Customers today expect brands to understand them, anticipate their needs, and offer them relevant and valuable solutions. Personalization can help you meet these expectations, and create a competitive advantage in a crowded and noisy market. Personalization can also help you build trust and rapport with your customers, and foster long-term relationships.

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3 How can digital tech enable personalization?

Digital technology can enable personalization in many different ways. For example, it can collect and analyze customer data from various sources, like web analytics, CRM, social media, surveys, and feedback forms. Additionally, AI and ML can be used to segment customers, predict their behavior, and generate personalized recommendations and offers. Dynamic and responsive websites and landing pages are also useful for adapting to different devices, browsers, and user actions. Email marketing and marketing automation tools can be used to send personalized and timely messages based on customer behavior and triggers. Chatbots and conversational agents can provide personalized customer service and support. Finally, augmented reality (AR) and virtual reality (VR) can create immersive experiences for customers.

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4 What are the benefits of personalization?

Personalization can offer several advantages, such as increased customer engagement and retention. It can also lead to higher conversion rates and revenue, as well as enhanced customer loyalty and advocacy. Moreover, personalization can improve customer satisfaction and feedback by delivering solutions that meet their needs and expectations, and by seeking their feedback to improve your offerings. Ultimately, personalization can make customers feel valued, understood, and appreciated, thus encouraging them to interact more with your brand.

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Miryem Anabtawi

Manager of Product and Partnerships | Retail Strategist | Advocate for Women Entrepreneurs
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Personalization is a potent tool that offers a lot of benefits. It has the potential to significantly elevate conversion rates, revenue streams, and foster a strong sense of loyalty. Sephora stands out as a example of mastering this art. Their platform doesn’t just serve generic content; it curates an experience tailored to skin, beauty, or fragrance preferences. Users can intricately build an account, ensuring that ads and content are perfectly attuned to their needs. However, a word of caution: personalization, must be wielded carefully. It’s essential to tread the line, ensuring that efforts to personalize don’t come across as invasive. Personalization is about showing customers you care, but it’s also about respecting their boundaries.

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5 What are the challenges of personalization?

Personalization poses several challenges, such as data quality and privacy issues. You must comply with data protection regulations and ethical standards, and respect customer consent and preferences. Additionally, integrating and managing various technologies and platforms can be complex, costly, and time-consuming. You also need to create content that is relevant, consistent, and engaging for different customer segments and channels. To ensure your personalization strategies are successful, you must test and optimize your content to achieve your goals.

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6 How can you learn more about personalization?

If you want to learn more about personalization and how to craft personalized customer journeys using digital technology, there are many online courses and resources available. For instance, the Digital Marketing Institute's Digital Strategy course covers customer journey mapping, segmentation, personalization, and data-driven marketing. Additionally, HubSpot Academy's Email Marketing course can help you create personalized emails with marketing automation tools. Coursera's AI for Everyone course introduces the basics of AI and ML, and their applications to business problems and opportunities. Lastly, Udemy's Augmented Reality and Virtual Reality course shows how to create AR and VR applications with Unity and Vuforia. Personalization isn't a one-time solution but a continuous process of learning, testing, and improving. With digital technology, you can create customer journeys that delight customers and drive your business forward.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can digital tech create personalized customer journeys?

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1 What is a personalized customer journey?

2 Why is personalization important?

3 How can digital tech enable personalization?

4 What are the benefits of personalization?

5 What are the challenges of personalization?

6 How can you learn more about personalization?

7 Here’s what else to consider

Digital Strategy

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How can digital tech create personalized customer journeys?

1

2

3

4

5

6

7

1 What is a personalized customer journey?

2 Why is personalization important?

3 How can digital tech enable personalization?

4 What are the benefits of personalization?

5 What are the challenges of personalization?

6 How can you learn more about personalization?

7 Here’s what else to consider

Digital Strategy

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