22nd, Mar 2021
The current market is full of choices. It has become a playground for businesses where you will always find a boom of competition. Hence, grabbing the attention of new clients and retaining the existing ones have become challenging. Nowadays, providing a product or service is not enough for a business to survive. That’s why many companies are trying to build an emotional connection to their clients by customizing the customer experience. Customization helps the industry meet the unique requirements of each client. For this kind of customer journey, personalization is a mandatory feature, not a mere option.
In this blog, we will discuss some important facts of CRM-and-rule-based personalization:
Personalization is all about knowing the target audience, its preferences, demographics, and behaviour. Armed with this information, a business can easily prepare a plan for creating campaigns that can drive better outcomes.
For any business, prosperity hinges on the owner’s ability to provide new and existing customers with a personalized customer experience.
According to a survey performed by Evergage, 92% of marketers have admitted that their customers and potential prospects want a personalized customer experience.
As per Accenture,
From these statistics, one can easily understand how important personalization has become for businesses.
Rule-based personalization is originated from the concept of manual testing. It targets particular groups or segments of people. A business should adjust sets of simple rules to tailor a customer’s experience. Rule-based customization modifies If-Then statements as per the particular business rules. Let’s imagine a visitor browsed through four pages of shoes on an e-commerce website.
Next time when he/she will visit the website, the home page will display special discounts on shoes.
The rule-based-personalization process considers:
Rule-based personalization helps you narrow down your discounts or special offers to a particular customer group. You need to use available data and creativity to implement this strategy.
Many businesses are using CRM systems to tailor the customer experience. A tailored customer experience empowers the firms with a centralized approach for dealing with customer database with ease. CRM enables you to store, process, and maintain customer data in a single storage. Using CRM, you can develop a profile for each customer based on:
CRM-based personalization enables the business to use the data that website analytics can’t provide. However, sometimes it may misguide you. For example, time spent on a website may not always signal a customer’s genuine interest in a particular product. Sometimes customers spent more time because they couldn’t understand the product description easily.
CRM-based personalization proffers efficient tools to resolve this issue. You can gather the missing data through account-based marketing strategy and market research. All of this requires a vast CRM database of valuable customers with quite detailed profiles. If you think that summiting text notes into a CRM platform after a sales call will work, you are on the wrong track. You will need a well-organized structure so that a customized engine can help you use the data. For example, you may consider items in which potential customers take interest and facts that stop a customer from purchasing the product.
CRM systems let you automate many manual tasks, including:
Moreover, you can integrate any other marketing tools you want with your existing CRM system.
User identification is one of the most significant challenges to personalizing the customer experience. Most users want to remain anonymous, and they look for a valid reason to share their confidential data. Moreover, deriving data from multiple sources and gathering all pieces together is a time-consuming and complex task.
You can address this issue by using Sitecore’s Email Experience Manager (EXM). It was designed to boost content creation and delivery. It can help you create high volume personalized email campaigns.
You can quickly identify a user by filling out a contact form, logging in to a personal account, registering on a website.
Sitecore features extraordinary support for Salesforce and Dynamics. Still, integration of CRM may need some additional elements.
To meet these requirements, you may think about an efficient add-in. Its functionality may include:
By implementing the add-in features, you can expect a remarkable increase in your conversion rate.
It’s high time you should stop spending time on second thoughts about investing in your Sitecore platform’s customer personalization. It will provide you with customer loyalty and revenue. If you want to improve your customer satisfaction, you need to provide a personalized experience. By providing such an experience, you will cultivate a customer experience that will make the most segregated customers happy.
For more such information, keep an eye on our upcoming blogs!