Demand for personalization grows and 5 more CX stories you need to read
by Philippe Aussant, on Mar 1, 2018
When it comes to people’s expectations of the Customer Experience (CX), the research always seems to show either (or both) of these common themes: more people want content that’s tailored to their specific needs and context, and they want the ability to access that content using whichever device they want.
The shift towards a more personalized, mobile world is already happening in full force, which is made even more evident with the slew of research and CX articles that were published this past month. Here are six of these stories that caught our eye in February 2018:
- Content relevance impacts your conversions more than you think
- Mobile will soon eat up two-thirds of the retail e-commerce pie
- Well-designed user journeys are critical to CX success
- Many brands doom their VoC program from the start
- Infographic of the month: The Business Case for AI in Marketing
- iperceptions Blog Post of the Month: Three Keys to Mobile Conversion Success
It’s no secret that great content is crucial for you to stand out from the crowd online, and can have a huge impact on being found by the actual audience you want to reach (i.e. appearing on the first page of Google for your target keywords). Having said that, the impact of great vs poor content on your customers' experience, and on your bottom line, can’t be understated.
Reporting on research from Adobe, CMO.com indicates that 66 percent of consumers would abandon their shopping cart if they encountered any of the following content-related annoyances:
- It isn’t relevant to them or their situation
- It's poorly designed
- It isn’t optimized for their devices
That’s two-thirds of consumers not making a purchase because they find the brand's content “annoying” in some way. It’s also worth noting that 26 percent of consumers find it annoying when content is too personalized to the point where it gets creepy.
Understanding your customers' evolving expectations and fine-tuning your content to meet their expectations is crucial to creating a great customer experience. But remember, this can also become a balancing act where you need to find that “sweet spot” where your content is personalized, but not creepy.
Mobile is changing the world of e-commerce.
Already, eMarketer reports that Mobile made up almost 60 percent of the $2.3 trillion made from total retail e-commerce sales in 2017. This is set to be eclipsed by 2019 when eMarketer expects over $2.3 trillion in revenue flowing from m-commerce alone. This will represent over two thirds (67.2 percent) of all e-commerce sales.
Not only that, but m-commerce is expected to make up 12.7 percent of all retail sales worldwide by 2021, more than double what it was in 2017 (6.0 percent).
These numbers highlight why companies need to think “mobile-first”, and start putting the mobile experience more front-and-center.
The customer experience isn’t defined by a single brand interaction. It's the result of all the interactions you have with a brand. Anticipating your users’ needs and, perhaps most importantly, how you can address these needs is key to deliver a superior customer experience than the competition.
In a post by Econsultancy, summarizing the findings of their Digital Trends 2018 report published in association with Adobe, they highlight how:
"Top-performing companies are 50 percent more likely than their peers to have well-designed user journeys that facilitate clear communication and a seamless transaction. (69 percent vs. 46 percent)."
From a conversation with customer service all the way down to the single click of a button on your website, we all travel through our own user journey that ultimately shapes how we perceive our overall experience with a brand (and our perception of the brand itself). That’s why companies that lay out these potential journeys and plan their CX efforts around them can often perform better than those who don’t.
Voice of the Customer (VoC) initiatives are key to better understanding your visitors’ needs and getting first-hand feedback about your customer experience. While these types of initiatives have increasingly become mainstream, not all companies are getting as much of the potential value from their VoC initiative as they could be.
Duff Anderson, Co-Founder and SVP at iperceptions, published a post for CMSWire.com that looks further into why that is. As pointed out by Duff, many brands, unfortunately, launch their VoC initiative without first realizing what the primary value of their VoC will be, which is that:
"Information culled via customer feedback is valuable because it creates internal alignment and provides insights that allow brands to execute quicker than the competition."
To help you reap more benefits from your VoC program, Duff provides three tips you should implement to make sure you get the most out of your VoC initiative.
The business world is becoming increasingly powered by Artificial Intelligence (AI), from the way we perform text analytics to the way it can help more efficiently complete day-to-day marketing tasks. The power of AI is now within the grasp of all types of companies, and not just the Google and Facebook's of the world.
The Association for Data-Driven Marketing & Advertising (ADMA) published an infographic that compiles a number of great stats that look into the benefits of using AI, as well as the opinions of the brands who use it.
From improving the customer experience to increasing content relevance (see the first story in this post) to boosting marketing ROI, this infographic provides a great introduction for those looking to convince key stakeholders of the value of AI.
Mobile traffic now accounts for over half of all global web pages served. Yet, many digital marketers still struggle to figure mobile out.
In a guest post for the Customer-Centric Marketer, Tim Ash, CEO at SiteTuners and author of two bestselling books on Landing Page Optimization, looks at three things you need to do to boost your mobile conversion rates.
This ranges from placing more importance on your own data than just relying on best practices, to properly prioritizing mobile issues.
Naturally, as your visitors' transition to mobile, so should the priority you place on the mobile experience. Otherwise, you risk not only negatively impacting your mobile conversion rates, but also disappointing your mobile visitors to the point where they move on to a competitor.
Banner image source: Unsplash