Say “customer data silos” to any marketer and suddenly they’re thinking about CRM systems, finance packages and spreadsheets.
We recently took part in an eConsultancy guide for personalisation and were struck by how online-focused it was, particularly since many of our customers actually start by reviewing their offline data.
The reality is, even with the astronomical rise of digital and the increasing adoption of advanced technologies, customers, consumers, people still walk into shops, past billboards, onto trains… and we still speak to call centres, offices and service centres. And even though offline journeys are diminishing, in the wake of home-working, recessions and online shopping, they still take place often enough to be notable.
In actual fact, these journeys are not wholly replaced by online environments, but more influenced by them: A recent study showed that 88% of customers research online before buying offline. So why shouldn’t their eventual offline experience be personalised based on those preceding interactions?
Why shouldn’t a direct mail campaign (remember those?) reflect an individual’s behaviour the last time she was in your store? When a recent customer phones your call centre, why shouldn’t the operator instantly see recent interactions, rather than just recent transactions? And, most importantly, why shouldn’t you empower that operator to react to the information, for a truly personalised experience, all in real time?
If a single person can seamlessly transition all of these channels when interacting with your brand, why shouldn’t all of your business areas be responding to each and every meaningful interaction, accordingly?
Customers are more than just emails, site visitors and credit cards. Personalise according to the person.
Check out this SlideShare presentation
that explains more about bridging the gap between online and offline data, together with an example of how one of our clients boosted conversion rates of in-store vouchers based on online activity.