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The Personalisation Challenge, and How CRM Teams Can Overcome It Through Content

• by • November 30, 2018

You are lucky, if you work in CRM!

It’s your privilege to translate your company’s marketing message to the language that your customer understands, likes and looks forward to. (It’s like being Santa all year round, right?)

Even though this sounds easy, I know it’s not.

Shifts in customer intelligence indicate that one-size-fits-all solution won’t cut it anymore; people are now expecting a treatment that caters to THEM – and their shopping persona.

If you work in CRM, you’re probably working on personalisation. Understanding the concept and implementing it in a successful way are two completely different actions, though. The part that causes the most headache is no doubt offering customers  content that speaks to them on a personal level (just like Santa).

In this article, we will share some ways on how to solve this issue in an elegant manner, and how to generate personalised content on three fronts, while also engaging customers outside the buying cycle.

The Reason Why the Personalisation Challenge Is Pivotal for Your Company’s KPIs

Even though it’s actually hard to implement a system where customers receive personalised messages, it’s important.

If you wish to ensure your brand stands out from the competition and make more money on a single customer (aka increase customer lifetime value), you need to provide a unique experience for customers. This is only possible through understanding your target audience, segmenting them and most importantly tailoring your message.

At the end, everything boils down to personalisation, since 1:1 targeting is far more effective than mass advertising. Being able to overcome the Personalisation Challenge would have a positive impact on your marketing automation strategy and greatly contribute to reaching your company’s goals.

Lack of Content: The Biggest Hurdle of Personalisation

Personalisation can be done in many ways: displaying someone’s name and personal information in an email; showcasing recommended products based on purchase history; offering custom-made experience through the shopping interface and banners; or pop-ups that react to the customer’s behaviour, just to name a few.

The marketing campaign of Harrods achieves personalisation by sending out emails enriched by loyalty data.The marketing campaign of Harrods achieves personalisation by sending out emails enriched by loyalty data.

Cross-channel personalisation can be approached from multiple fronts: execution, data analysis or the content you present to the customers, each involving different technology.

“Brands have large amounts of data at their fingertips, but disjointed systems tend to prevent them from successfully leveraging all this information to personalise the customer experience. The key to success is gathering the necessary data together in one place, tracking customer behavior in real-time and using this information to personalise the shopper’s experience on all channels and devices.”

Harry Hanson-Smith
International Business Development Director of personalisation platform Fresh Relevance.

This proves that CRM teams already have the tools for gathering and providing analysis oncustomer data. But what about translating it into content to add value to the campaign?

Bridging the Content Gap

In the latest episode of our video series Customer Loyalty Minutes, Jörn Roegler – VP Strategy & Insights of Antavo – recounted that most CRM teams have the technology to understand what information customers are looking for, as well as able to execute offers in a personalised manner. However, most of them lacks the tool to generate organic content.

As a solution to the issue, he recommended the concept of Recognition Loyalty™ and a loyalty program, as it helps CRM executives crowdsource content very conveniently.

3 Ways Loyalty Programs Deliver Content

1. Rewards

Surprisingly, a loyalty program in itself generates content through events and interactions. Rewards and promotions are more than simple excuses to talk to the customer; they are valuable touchpoints. You are granting people information that keeps them interested:

  • reward updates
  • seasonal promotions
  • new tiers they unlocked
  • their point balance
  • point expiration emails (which drive actual sales, as we see it at our clients)
  • their birthday – this is an award-winning idea, as LVR’s surprise & delight email campaign was a huge success.

But the best thing is that all of this is part of the VIP system.

2. User-Generated Content

When people are truly immersed in a loyalty program, they are willing to do the heavy lifting for you. What do I mean? Through a membership structure, you can encourage customers to partake in activities and build content you can use later on. With the right incentive, they’ll be more than happy to write reviews of a popular product, share social media articles or upload photos wearing their latest purchase, giving each other style inspiration.

SimplyBe promotes a body-positive campaign, in which they encourage members to share photos where they are proudly wearing the company’s garments.

SimplyBe promotes a body-positive campaign, in which they encourage members to share photos where they are proudly wearing the company’s garments.

3. Deploy a content loop

We at Antavo often use short little surveys and quizzes as part of the loyalty programs where customers are asked to state their preference regarding fashion or lifestyle. And the result summarising all the answers is crowdsourced content as well, which could be well-received, as people are inherently curious about what others have to say in the matter.

Loyalty Programs Are a Multifunctional Solution

Nowadays people’s purchasing decision is often influenced by social aspects. Customers love curated content that reflects their personality, and they love to be inspired by a brand they share an emotional bond with. Loyalty programs are no doubt one of the best tools to easily generate appealing content to overcome the Personalisation Challenge.

However, a traditional loyalty program often fails to go beyond transactions when it comes to involving customers, which is why we recommend the concept of Recognition Loyalty, as it engages shoppers outside the buying cycle too. Unlike Santa, who only visits once a year.

If you wish to learn how we can actually help you to overcome the Personalisation Challenge, let us know, we are also friendly CRM people, just like you.

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Zsuzsa Kecsmar
Zsuzsa Kecsmar
Zsuzsa is CMO and co-founder of Antavo. She manages the marketing team, talks with experts all over the world, holds webinars, and edits all kinds of content (it’s really a lot of editing, but she loves it). She is a mother, likes working out, and making edible cosmetics.