SIX

Companies today need to engage with customers in more meaningful and personalized ways. Consumers expect it and the external environment demands it. The upside is clear - research shows that shifting to top-quartile performance in personalization could generate over $1 trillion in value. Conversely, the downside of getting personalization wrong is multiplying. Yet, current efforts to drive more personalized customer engagement are falling short. Companies rely on existing traditional customer experience (CX) channels like email, digital ads, social media, and web recommendations. However, these channels are becoming more saturated and expensive, while yielding diminishing returns. These channels are also not designed for one-to-one engagement: they tend to be from ‘corporate’ for one-to-many communication, and are more public forums vs private personalized engagement. There is an obvious approach that has not been leveraged: equipping your frontline customer-facing team members to deliver personalized CX. By equipping employees with a purpose-built solution to drive personalized customer engagement at scale, businesses can unlock the true value of personalization.