Recently, I had the pleasure of attending TechNOVA Connected Customer Conference (#Customer19) in London, where heavy hitters, such as Hilton, Deezer, Bulb, Nectar, and start-ups like Feedr and Drover talked about improving customer experience through hyper-personalization. Most of these companies were inspired by disruptive companies like Alibaba, Spotify, and Netflix who have revolutionized their respective industries all through personalizing their customer journeys.
Every business aims to give a seamless and awesome experience to its customers. However, each customer is an individual and engages differently with the same product. As you can see in the example below from Amazon, there are people who love a particular Lego product and there are people who hate it.
So how do companies ensure they provide an exceptional experience with their products for every customer?
Glocalization—yes, it’s a thing
That’s the reason nearly every company at the conference talked about the importance of having an integrated customer experience across all the services and products they offer. Glocal (aka glocalization) was an important topic which means the “global distribution of a product or service that is tailored to local markets.”
For example, Bulb, a renewable energy provider, talked about how they make the customer journey simple across 3 main touchpoints:
- Simple interface with fast turnaround time on quotes
- Keep in constant contact with customers to prevent overdue bills
- Automate all customer touchpoints with basic AI to keep the customer happy
Geraldine de Boisse, Chief Product Officer at BULB, said: “Communication, using simple words, is the key. It is also not about keeping the price low every time. It is about the holistic value proposition.”
Another company, Feedr, who provide personalized food offerings, talked about how people are willing to share their data with you if you provide them value. Feedr has emotionally connected users to the app by giving personalized experiences, even though individuals are eating the same food. This again shows you that it’s not about the end outcome. The most important part is the experience and how a company takes you through the journey.
Using Data to Create Personalized Recommendations
What is common across these companies is the use of data to create personalized experiences. They all capture data at different levels such as directly from a consumer, capturing from social media, or examining clicks on an application. They then feed the data into an algorithmic engine to derive meaningful insights to create what we call “personalized recommendations.”
How TIBCO can help you create personalized customer experiences
TIBCO colleagues Chris Lowe and Yana Chalyovska spoke at the event and talked about why Connected Intelligence is at the heart of every great customer experience. TIBCO not only enables organizations to get a 360-degree view of customer data in real time, but it also links companies directly to people’s emotional state. Drawing upon some personal stories in banking and travel, they demonstrated how TIBCO technology can create an emotional connection with the end customer.
In order to deliver an amazing experience that continuously delights your audience, you need to know where your customers’ satisfaction levels so you can identify the most appropriate engagement. TIBCO makes all of this possible through the Connected Intelligence platform.
Get in touch today to find out more.
Also, listen in to this webinar to understand how you can deliver engagement, experience, and empathy to maximize value for your customers.