Personalisation Perfected: Unlocking Customer Loyalty

Customer using touch large screen

In an era where customer expectations are skyrocketing, businesses are scrambling to find the secret sauce for meaningful engagement.

Enter ContactBabel’s latest report, ‘The Inner Circle Guide to Customer Engagement & Personalisation 2024-25‘. This report is a true ‘treasure trove’ of insights that promises to encourage new thinking when it comes to how organisations can connect with their customers.

This comprehensive guide delves into the nitty-gritty of effective personalisation, offering a roadmap for businesses keen to elevate their customer experience game.

But what exactly does it take to master the art of personalisation in today’s digital landscape?


Big Data = Big Opportunity. It’s Business AND it’s Personal

First and foremost, data reigns supreme.

As highlighted in the report, the past decade has seen organisations amassing vast amounts of ‘big data’. However, the real challenge lies in making this data accessible and actionable.

Many businesses find their valuable customer information trapped in silos, rendering it useless for personalisation efforts. The solution? A robust data management strategy, potentially involving customer data platforms (CDPs) or enhanced CRM systems.

But data alone isn’t enough. The report emphasises the importance of a clear personalisation strategy. Whether it’s using customer preferences to match them with the right advisor or creating AI-led interactions tailored to individual personas, the key is to have a defined objective.

Imagine a seamless journey where a customer abandons a payment page on their bank’s website, only to call and hear, “Are you calling about your direct debit?”

That’s the power of effective personalisation in action.

And That’s the Bottom Line…

Now, you might be wondering, “What’s in it for my business?” The ContactBabel report doesn’t shy away from addressing the bottom line. While improved customer experience is often seen as intangible, there are concrete benefits to be reaped from personalisation:

• Increased brand loyalty through reduced customer effort
• Higher conversion rates thanks to tailored experiences
• Improved customer retention by leveraging in-depth knowledge
• Better CSAT, NPS, and Customer Effort Scores
• Increased revenue through targeted upselling and cross-selling

The guide stresses the importance of setting clear metrics and tracking them rigorously to prove ROI and justify investment in personalisation initiatives.

But which channels should I focus on?

The report also tackles the age-old question of voice-versus-digital channels. While digital platforms offer easier personalisation opportunities, voice interactions often handle higher-value transactions. The key is finding a technology partner who can help you leverage your solution across all contact channels seamlessly.

Of course, no guide would be complete without a few words of caution. The report warns against the pitfall of over-personalisation, which can raise privacy concerns and actually hinder the customer journey. It advises starting small and specific, being agile and ready to adapt, and most importantly, listening to customer feedback.

Interestingly, the guide also sheds light on an often-overlooked aspect of personalisation: its potential to enhance the agent experience.

By arming your workforce with relevant customer information, you’re not just improving customer satisfaction – you’re also boosting agent efficiency and job satisfaction.

As we navigate the complexities of customer engagement in 2024 and beyond, ContactBabel’s ‘Inner Circle Guide’ is an indispensable resource. It offers a balanced view of the personalisation landscape, acknowledging both the immense potential and the challenges that lie ahead.

In a world where every customer interaction counts, can organisations afford not to personalise? Dive into ContactBabel’s ‘The Inner Circle Guide to Customer Engagement & Personalisation 2024-25‘ and transform your approach to customer engagement today.

Your customers – and your business – will thank you for it.

About the Author

Kevin McGachy is Head of Solutions at Sabio Group.

Kevin McGachy, Head of Solutions, Sabio GroupSabio Group is a global digital customer experience (CX) transformation specialist with major operations in the UK (England and Scotland), Spain, France, Netherlands, Malaysia, Singapore, South Africa and India.

The Group, which includes ‘makepositive’, delivers solutions and services that seamlessly combine digital and human interactions to support outstanding customer experiences.

Through its own technology, and that of world-class technology leaders such as Amazon Connect, Avaya, Genesys, Google Cloud, Salesforce, Twilio and Verint, Sabio helps organisations optimise their customer journeys by making better decisions across their multiple contact channels.

The Group works with major brands worldwide, including Aegon, AXA Assistance, BBVA, BGL, Caixabank, DHL, loveholidays, Marks & Spencer, Rentokil, Essent, GovTech, HomeServe, Saga, Sainsbury’s Argos, Telefónica and Transcom Worldwide.

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