The rise of personalised customer experiences
In a round table discussion, marketers and CIOs from the likes of Westpac, Air New Zealand, Hyundai and CGU explored how providing a great customer experience for users has changed in 2017, and the challenges that poses for a company’s IT, marketing and digital departments.
All organisations want to deliver a great customer experience, but increasingly a one-size-fits-all approach doesn’t cut it anymore, as consumers expect a personalised experience.
However, personalisation means different things to different people and organisations. How do you decide what content and experiences to personalise? How do you deliver those experiences – and what does that mean for the marketing, digital and IT functions in your organisation?
Australia’s leading marketing and IT titles, Mumbrella and iTnews, held a roundtable discussion in conjunction with Dynatrace and Liferay to help understand how organisations are addressing these issues.
The roundtable participants included CIOs, CMOs, CDOs and other executives from Westpac, Air New Zealand, QBE, Macquarie University, Hyundai, Cancer Council NSW, TravelEdge and Mad Mex.
A number of common trends and insights emerged from the discussion, including how:
- Taking a customer-focused approach will ensure marketing, IT and digital teams are aligned and pulling in the same direction.
- Content is now king in marketing, but increasingly it needs to be content that is personalised for customers.
- Personalisation starts with understanding customer journeys and personas through data.
- Getting the right balance in digital teams is vital, as is expanding and understanding customer touch points.
- Digital transformation – and the capacity for change – differs greatly between organisations.
Get these insights and many more by downloading the whitepaper here.