Giving Personalized Customer Experience in the Online Era

Personalized customer experience? Oh wow, now we’re getting into stuff that’s still mostly conjecture. This is one of those things, like gamification, self service and a few others, that’s been part of thought exercises for quite some time. But, the technology and logistics of implementing it just aren’t there, for the most part. But, the potential benefits of making this possible are pretty obvious.

The idea of providing a personalized customer experience is all about creating a journey that’s targeted to specific individuals, providing them with choices along the way which also help to further shape it.

People would see this not only as key target marketing help, but also as a way to engage the users, and to optimize the outreach and control of research during the second phase of the experience.

It also promises, if possible, to make customer experience more comfortable and dynamic, especially with the dynamic, multi channel philosophy being so valued and sought after in modern times. The internet promises to contribute technological boosts and conveniences as new ways of using it are discovered and designed. It’s allowed for a lot of new ideas to come to fruition such as digital video and radio, communications, the social network explosion, and of course the SaaS revolution currently underway.

So, it’s not unreasonable for people to expect this concept to be made possible through some breakthroughs in internet technologies soon enough. But, has it happened yet, and if not, how close to it are we?

Well, we’re not quite there yet, but I am happy to say that a few technologies being rapidly developed which will be the catalysts (along with a yet unknown ingredient) to this concept being possible and easy to pull off down the line.

See, one of these is contextual marketing technology, which observes user browsing behavior and website cues in order to provide relatable advertising that matches their specific interests.

This will be refined and improved in the future to personalize the need generation phase. As for handling research automation and personal amenities for the customer service and support, the self service technology of onboard systems is already breaking ground for this.

WalkMe and similar software can intelligently engage a user, and guide them around both simple and extremely complex tasks with great ease. These technologies can help guide research, provide demonstrations, and in the near future, even allow multimedia dynamism. They already have made self service something that’s not a “maybe someday” instance but rather a real thing as it is.

The only thing missing is some further revision of these (though not much), and something else. A glue to bind these together. I can’t guess what that would be, or how it’d work, but some kind of solidarity, some sort of software which flexibly unitizes the entire customer experience, in conjunction with these modules is missing for now.

These technologies do promise that in the near future, personalized customer experience will be possible. As for how soon it is, that depends on developers who want to take the initiative to build these solutions into a practical application. It’s not here yet. But I guarantee, it will be.

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Matthew Thomas
Matthew is the Lead Author & Editor of CXperience Blog. Matthew established the CXperience blog to create a source for news and discussion about some of the issues, challenges, news, and ideas relating to Customer Experience.
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