NEWS
THE ART OF SELLING ONLINE COMMERCE IN THE DIGITAL AGE IS MORE THAN TRANSACTIONS, PRODUCTS AND CATALOGUES. SELLING ONLINE MEANS TELLING STORIES, EVOKING EMOTION AND ESTABLISHING TRUST. NO ONE OWES YOU THEIR BUSINESS, YOU HAVE TO EARN IT WITH EVERY INTERACTION. eading brands have visibility into
to unearth the true, hidden motivations
offline. Many have grown accustomed to
what content should be created,
behind people’s actions. One might find the
personalised experiences from their news
what experiments to run and what
pain points customers think they have, are
feed, social network, and shopping recom-
will lead to better conversions. There are
derivative of problems far more meta. They
mendations.
tools like Optimizely that help digital teams
can then market to the customers’ root
deliver individualised experiences to every
needs – perhaps needs they don’t even
L
customer. It’s essential to set up an omnichannel, ever-present experience for your customers. This allows them to engage with your company at their convenience – where and when
“
know exist.
Expectations have risen so high that companies who want to improve their products are changing their strategy to address this
individualised experiences to every customer
KNOW YOUR CUSTOMERS
need directly. Many business and technology leaders name personalisation as a top commerce technology investment priority.
Understanding customers
To create helpful, human digital experienc-
is crucial for any
es requires constant invention from every
business. How im-
company.A digital experience platform
portant? According
(DXP) should make creating behaviour-
to a study by PwC,
driven experiences simple, crafting sophis-
one-third of cus-
ticated content faster, collaborating easier
they want. Make
tomers who have
and anticipating customer needs possible.
sure your cus-
a bad experience
One can eliminate guesswork and make
tomer experience
will break up with
every interaction actionable.
is seamless. Switching from app to web
a brand. There are a few things businesses
browser should be as easy as changing
need to know about their customers to
One needs to personalise experiences with
from your PC to phone for email.
generate leads. They must stop guessing,
insights on not only where your customers
Businesses need to track the customers
they need to know what marketing content
are coming from, but what they are likely to
at all times and across all channels to do
to deliver to whom and when.
do next. Getting personal helps customers
this effectively. Data insights allow one
customise every interaction. Consumers’ expectations have shifted to the point that people expect a personal
Behind every unique data set, is a human
digital experience that mirrors the typi-
being. When you unlock data’s potential,
cal level of personalisation they receive
you uncover more humanised digital experiences. Each time users return to your site, what they see should evolve with their unique tastes and behaviours.
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VOL 22
ISSUE 3
CEO GLOBAL MAGAZINE.COM
