As we have noted before, customer personalization is an important tactic for marketers — both online and offline.
Recently, Neustar (a data-driven intelligence firm) published an interesting report on personalized marketing:
“Customers expect it. Technology enables it. Brands who can deliver it are generating huge increases in ROI. Personalization has gone way beyond simply adding a customer’s name to a communication. Customers increasingly expect highly relevant content in the right channel at the right time, whether they’re on a brand’s Web site, a social network, or in their E-mail inbox. For brands, delivering this one-to-one experience at scale – to thousands, or hundreds of thousands of prospects and current customers – requires leveraging sophisticated data sets, processes, and platforms.”
“It’s no surprise that many marketers are struggling. In a recent survey by Digiday and Neustar of 100 digital media and marketing executives, more than half (53%) reported ‘always’ or ‘often’ struggling to personalize their marketing at scale. Marketers know they need to make their marketing personal, but aren’t sure how to do it at a scale that makes it cost-efficient. The challenges include data quality, difficulty of activation across online and offline channels, and a lack of understanding of the components of the process. [Our] A–Z deals with the latter.”
Click the image to download Neustar’s report.
1to1 Media recently released its 2014 Customer Champions report. This is how it defines customer champion:
“Behind every successful enterprise-wide customer strategy is an individual who tirelessly evangelizes the customer cause, who reminds employees that customers are the business, who understands how to transform loyalty into profit, and whose efforts both command attention and garner real results. I am a Customer Champion.”
“Since its inception in 2004, the 1to1 Media Customer Champions has grown into a one-of-a-kind awards program that honors and spotlights individuals responsible for game-changing customer-focused strategies — a truly unique event that honors the leaders who create innovative change in their organizations. The awards program now includes a group of more than 130 distinguished leaders representing household name brands. From sweeping voice-of-the-customer initiatives and data analysis strategies to employee engagement and omnichannel initiatives, this year’s 12 winners are the creative disruptors in their firm who play a critical role in advancing their organizations’ customer strategies.”
These are the 2014 winners:
- Annamarie Bermundo, AVP, CRM and digital platform development at L’Oreal Paris USA, “offers customers digital, interactive platforms that enable each individual to experience the brand before completing the sale, improving both loyalty and trust.”
- Anna DiGregorio, Marketing Director at Marketplace Philadelphia Management, “implemented training programs and gamification features to streamline services at Philadelphia International Airport.”
- Kyle Groff, JetBlue’s manager of customer insights, “harnesses customer insights to improve travelers’ experiences.”
- Deepak Khandelwal, Google’s vice-president of global customer experience, “champions convenience and positive experiences for a global customer base.”
- Mike Lester, president of The Melting Pot, “inspires employees to pursue the ‘Perfect Night Out’ standard by serving customers on an individualized level in any capacity possible.”
- Jim McCann, 1-800-Flowers.com’s CEO, “commits to conversations with satisfied and dissatisfied customers.”
- Eric McKirdy, manager, global customer care and the face of Ask.com’s customer service team, “is leading the company’s efforts to rebuild its customer service strategy.”
- Tom Mueller, ADP’s vice-president of client experience, “makes data meaningful by mapping the customer’s journey.”
- Glenn Schleicher, Cisco’s director of the Smart Web Technology Group, “makes sure the company’s self-service technologies are designed to meet customers’ needs and expectations.”
- Gregg Tilston, global social media leader at Flight Centre Travel Group, “empowers employees with the social playbook and creative freedom necessary to exceed consumer expectations and cultivate true fans.”
- Gavin Woody, vice-president, operations at A Place for Mom, “quantifies the customer experience by providing agents with the tools and knowledge required for quality customer service.”
- John Wompey, vice-president of operations at Foot Locker, “uses voice of the customer data to uncover truths that drive companywide innovation and employee success.”
Click the image to access 1to1 Media’s full report, with profiles of each winner.