From the trend of super personalization
CRM In today's customer approach, the degree of personalization determines the success of the dialogue. Super-personalization is a strategy that companies can use to improve the quality and individuality of their customer approach.By Simon Schneider, CintellicIn step with digitalization, companies have to adapt their concepts as far as possible, develop digital strategies or even reinvent themselves. This disruptive development does not stop at one of the most important elements of marketing, the customer approach or customer dialog. Since the advent of email marketing, the cost of individual customer approaches has fallen dramatically. The result of this is numerous customer mailings. True to the credo "Better twice than not at all", attempts are made to shoot sparrows with cannons. This watering can principle or pseudo-personalization is not only expensive, but most of it ends up directly in the spam filter and the customer dialogue is stifled right from the start. Super-personalization is about qualitative customer approaches, because good personalization cannot be measured quantitatively on the basis of many mailings alone; nowadays we talk about super-personalization, which aims to achieve an authentic customer dialogue. With super-personalization, the personalization strategy is realigned by offering customers highly personalized approaches combined with individual content. In addition to dialogue and content, this trend places a clear focus on the personalized display of products. Customers should only be offered services, products or product portfolios that are selected on the basis of customer data and meet customer needs. The products should also play a major role in deciding how the customer dialog is conducted. In contrast to the watering can principle, personalized playout should be a 1-to-1 dialogue with each customer. Another difference to the previous pseudo-personalization and watering can principle is the pursuit of a 1-to-1 dialogue with every customer. This is because customers perceive (super) personalized content as very positive.
Customer usage data as a prerequisite for super personalizationEven today, many customers agree to disclose their personal information to companies in order to take advantage of the fact that their needs are addressed in a more targeted manner. Customer data is divided into primary (including personal) and secondary (so-called contextual) information. The former is personal and purchase-related data. Personal customer information is used to address customers. In addition, initial content-related specifications are made. The collection of purchase-related information is preferably used in online stores, for example by means of a shopping basket analysis. This is combined with contextual information. Context information is primarily of a technical nature and is enriched with data from the geomarketing sector. Among other things, information from geotargeting is used for this purpose, and generally valid information is also important. The trend of a clear shift in Internet use from stationary to mobile devices should be emphasized. The consequence of this is functional enhancements, such as responsive design of web pages for mobile customers and retargeting. This enables customers to continue their search or purchase session across multiple logins. Companies often go one step further and come up with their own apps to exploit the potential of mobile customers. Personalization options offer information about the app installation and its use. Furthermore, such an extension of the offer also fulfills the service that modern customers increasingly take for granted, and all the information must be combined in order to tailor the customer approach as closely as possible to the customer's interests and behaviour. This results in customer benefit analyses that provide a much deeper insight into the customer's purchasing and search behavior.The right channel, in the right place at the right timeIn practice, the content of personalization is a key factor for success. The modern customer prefers relevant and personalized offers. The information as a prerequisite is therefore used to realize the most individual and personalized customer dialogue possible with super personalization. Customer segmentation should be avoided in super-personalization. This method does not lead to individual results. With segment-related content, decisive customer characteristics for individual differentiation are not taken into account. Rather, the method creates an enrichment of addressees with highly distinctive values. Consequently, the segments as an addressee group are too broad to deliver relevant content to the one customer addressed. In other words, each segment should consist of exactly one customer. One solution to this is marketing automation technology, which uses intelligent analytics to generate addressees for marketing campaigns. Personalization can be based on the company's entire database. It enables campaign models for every customer approach, whether customer retention, cross-selling or churn prevention. The addressees can be controlled individually. It is important that the language used in super-personalization and the content for the product are coordinated. Customers of a younger age should be addressed more casually and older customers more formally. In addition to the customer profile, the type of product and service also determines the language used in the customer dialog. A building society savings contract or financing loan should be accompanied by a more business-like and sensitive customer dialog than the offer of a credit card for a new account.CRM systems as a backboneA CRM system is a basic prerequisite for both the collection of information and the processing and subsequent implementation of customer dialog. Technology plays a decisive role, but only the interaction of the operational, analytical and collaborative areas to form a uniform CRM strategy will bring the desired success. CRM systems are complex processes that need to be anchored throughout the entire company. Implementation is a one-off task, whereas CRM is an ongoing process, and super-personalization is always the result of optimally aligning these processes with the customer and their needs. Continuous development is particularly important for the success of personalization. This is because customers will continue to develop over time and also expect companies and their customer relationships to have a corresponding strategy. One possible approach is the concept of the customer lifetime cycle. It should be possible to assign a customer status to each customer. One indicator of super-personalization is therefore the focus on customer development during personalization.
