Successful implementations also recognize that context is key. Customers demand different things at different times of the day or at different stages of their lives. Their preferences may even change depending on the device they’re using. For example:
- A person visiting a website via a laptop may be open to exploration.
- If that same person connects via an app on a phone, they’re likely more interested in quickly completing a transaction.
- If they’re using a company computer, they may wish to receive communications about work-related products and services but not personal products and services.
Respectful personalization at scale has become a crucial component of any customer-engagement strategy – so much so that my team and I ensure its front and center when we work with our clients to deploy the Capgemini Data-Driven Customer Experience solution. If you have questions or comments about this, I would be delighted to hear from you.