Back in 2019 – when life was simpler and customers only expected minor miracles from the brands they interacted with – personalisation of the customer experience (CX) was a “good idea but the time has not yet come” for the majority of marketing and CX professionals.
Fast forward 24 months and the world has changed – in more ways than we could have imagined! For a start, CX dropped off the top business priority during 2020 as businesses adapted to the changing market and employee experiences. But as some economies start to create a new sense of normal, CX has returned to the top of the list of business priorities (Figure 1) – renewing pressure on CX teams to create great experiences for customers.
In 2020 many marketing teams went back to the drawing board to create truly meaningful customer experiences. Suddenly “trust” was a core expectation of a brand, and that lens allowed marketers and CX teams to rethink what a personalised experience looks like. It is no longer about selling more products and creating more chances for commerce – it is now about creating an experience that makes brands easy to deal with. It is about understanding the customer and creating an optimised experience when they want or need to interact with the brand. A great personalised experience feels normal today – it has lost the “creepy” edge and is now about the brand giving customers the service, products, or levers that they need when and where they need them.
For some brands and customers, a personalised experience is about getting out of the way of customers and just giving them the outcome they desire. For others it is about creating a memorable journey. Some customers require that extra hand holding along the way and need to be nudged in the right direction, and just need to be left alone to make their decisions – not requiring that extra EDM, alert or message.
In some sectors – such as Banking and eCommerce – if you are not personalising your CX you are a long way behind, but in others, such as Government and Insurance, personalisation is only beginning to gain traction today, and will see slow and steady growth over the next few years.
Good Data is Key to a Great Personalisation Strategy
Lack of data is the primary reason personalisation fails and why some marketing teams have abandoned their personalisation efforts. The right data may not exist completely within your business – you may need to partner or work with ecosystem providers to create a complete view of your customers – and new restrictions around the use of cookies is making this harder to achieve. Forward thinking businesses have already forged partnerships with third parties and partners to share relevant data to help them create the personalised experience their customers demand.
Personalisation Should Apply Across the Customer Journey
A clear understanding of brand values, customer desires and ideal customer journeys is also important to ensure personalised experiences meet the needs of customers. Creating a personalised experience that deviates from brand values means that either brands don’t understand their customers, or customer experience professionals don’t understand their brands (or both!).
Personalisation needs to focus on the entire customer journey – from prospect through to customer and even through to churn. While you have significantly more data about your customers than your prospects, a personalised experience for non-customers is still possible and sets the scene for better and easier CX once your prospects take the longer journey with your brand. Creating a personalised churn experience – making the departure from your brand memorable, friendly and easy – provides the perfect springboard for return and tells your customers that you care about them through the entire journey.
Build a Proof of Concept for Personalisation
If you have not yet started personalising your customer’s experience, now is the perfect time to build a Proof of Concept (POC) demonstrating the business and customer outcomes you can achieve. This will help the CX and/or marketing teams to understand what data you need to collect from existing systems and processes – or source externally to create the desired experience. Initially your personalisation experience may target a limited number of key personas – but it should have the capability to roll out to all customers and/or prospects, eventually considering many scenarios and requirements. It should continue to learn and adapt. Too many businesses discovered during the pandemic that static personalisation programs will fail when market conditions change.
The POC can provide the data that your senior leadership will need to deepen their investments in and think of personalisation as a business capability – not a single project. They can demonstrate the ROI (or lack of return) and will help to guide the larger spend should the POC be a success.
Invest in Behavioural Science Skills
Building a successful personalisation strategy often goes beyond simply listening to the experts within the business and even listening to your customers. Often your customers don’t know what affects their behaviour – and will mis-report motivations or mis-attribute actions. It is important to understand the science behind behaviour – what is possible, what can work, what is guidance and what is coercion. These experts, along with your legal or privacy teams, can help to set up the guide rails for the personalisation program to operate within, and help you create customer journeys where customers can achieve their desired outcomes.
Target Consent as a Key Customer KPI
Consent is a key enabler of deep personalisation capabilities. While some level of personalisation without formal consent can be created, the real benefits of personalised journeys come with consent to use customer data to offer better services. Many businesses ask for consent in the sign-up process, but often it feels like wishful thinking – not a serious attempt to offer a better customer experience. Businesses that make “Consent to Use Data” a CX KPI think more broadly of the customer journey, the brand promise and what that means to levels of consent. It isn’t a “tick-a-box” activity at sign-up – it considers what the customer wants to get out of the engagement or a longer relationship. It focuses on helping customers achieve their instant goals more effectively and the benefits the data can bring to nurture a longer-term relationship.
Businesses that seek a higher level of consent use more tangible outcomes, simpler language and no “sweeping statements” in their consent request. They are explicit how they will use data and what data they will use. Sometimes they don’t even ask for consent to use data at sign-up – they ask after they have formed a relationship and the customer has developed a level of trust in the brand or company.
Start Your Personalisation Journey Today
Your competitors are already thinking about personalisation – some have even implemented personalised elements within their existing or new customer journeys. Personalisation – while easier than ever – is still a significant capability to build within your business. You are likely to need new technology tools and/or platforms, new skills, and new budgets. The impact for your customers – and therefore for your business – can be significant. And the impact of no action can potentially be damaging. Start your personalisation journey today to help your business take the next step towards becoming a customer-obsessed, agile, and digital business.
In this first edition of Ecosystm RNx we rank the Top 10 Global Cloud Vendors.
Ecosystm RNx is an objective vendor ranking based on in-depth and quantified ratings from technology decision-makers on the Ecosystm platform.
If you are an technology user, this Cloud Vendor ranking will help you evaluate your buying decisions based on key evaluation ratings by your peers across a number of key metrics and benchmarks, including customer experience.
If you are a Cloud Vendor, this is an opportunity to understand how your customers rate you on capabilities and their overall customer experience.
The Financial Services industry (FSI) in Indonesia is increasingly investing in digital. This is driven by both user demand and governmental incentives. However, organisations can be at very different stages of their digital maturity. Some organisations are in the early transitional stages while others are investing to enhance capabilities, they started investments in long ago. An understanding of the digital maturity of a typical financial services organisation in Indonesia gives their industry peers an opportunity to benchmark their technology and digital roadmap.
FSI in Indonesia is intensely competitive with a large number of players. There is competition from the fintech start-up community that is increasing market size and has driven a growing reliance on digital. Why is creating an exceptional customer experience a key differentiator in this competitive market? What are the impacts of OJK regulations on customer data management? How can a financial organisation create a single customer view across multiple channels and deliver personalised marketing initiatives?
Read this whitepaper to find out how digital-savvy customers are driving transformation in the financial services industry in Indonesia including:
- The key business priorities for 2021
- The shift in engagement strategies and channels
- The dependence on technology to support their marketing strategy
Click below to download the whitepaper
(Clicking on this link will take you to the Sitecore website where you can download the whitepaper)
Woolworths have announced the adoption of a new Software-as-a-Service capability from One Door to support the quality and compliance of their in-store merchandising. There are some valuable lessons from this announcement for other retailers.
The power of data, particularly as the capability of specialist AI tools improves, continues to help retailers improve their offering to customers.
SaaS Capabilities Offer Performance Improvements
Woolworths are working on improving the compliance of product merchandising in-store using One Door Visual Merchandising solution.
One Door will improve the accuracy of data available to both the in-store teams and for the central supermarket merchandising team. The supply chain in Woolworths is already highly automated but getting the shelf presence right is dependent on the quality of data being captured. While store teams already use a range of electronic tools to capture this information, the compliance with store planograms and visual merchandising standards has been difficult to automate.
One Door’s solution provides a single source of this information in an easy to use digital format. The AI tools that One Door have developed appear to be able to show the degree of compliance of the actual shelf layout and stock position.
For store teams, One Door will simplify tracking layout changes by highlighting them and making the data available on the shop floor. This should deliver productivity benefits to the store – benefits that can be reinvested in new activities or on better customer service.
Store teams will be able to verify that third party merchandisers are compliant. Major product manufacturers often use their own merchandising teams in supermarkets and One Door will provide a simple mechanism to verify they have done their jobs properly.
The central merchandise teams will be able to quickly get data-driven feedback on how the stores are making planned changes, as well as verifying the quality of compliance with their store layouts.
All of these factors should mean that the product that is available in-store is presented in the manner that the merchandising teams have defined, and the customers will see a more consistent presentation of products.
Integration is Critical for Rapid Deployment
Effective integration with existing systems and new cloud capabilities is critical to support the real-time operation in Retail.
The ability to introduce and scale up new capabilities that can be delivered by cloud services such as One Door will only be effective if integration is simple and quick. This requires compatibility at a number of levels including data semantics and the ability to exchange data effectively. Woolworths have been growing their capability for managing and supporting APIs that will make this integration smoother.
In addition, the cloud service providers have made the development of integration capabilities an investment priority.
The introduction of One Door is showing how the company can integrate new capability and introduce it to almost 10% of their stores as a pilot capability, with the full deployment to be completed across their chain during 2022.
Other retailers who don’t have this capability to integrate cloud services quickly, reliably and cost-effectively are going to lag companies that have invested to achieve this capability.
CIOs and CDOs should be leading their organisations in the development of a rich and scalable set of APIs to enable the integration of this type of high-value specialised solution.
Deployment without Consistent Architectures will be Complex
Rapid deployment of new capabilities requires a well-architected cloud, network, and edge infrastructure – and a well-trained team.
It is highly likely that the deployment of the One Door solution will be delivered over the existing Woolworths infrastructure. The capability is delivered from the cloud, with little or no deployment costs or time required. With the existing network and hybrid cloud capabilities that Woolworths have developed this type of rollout will be a relatively simple technical activity.
The integration of the service into the Woolworths environment is likely to be the most complex activity to make sure accurate data is exchanged.
It doesn’t take long to identify a wide range of different digital initiatives that Woolworths are pursuing. With the platform that they have established, they are well-positioned to take advantage of new capabilities as start-ups and existing suppliers develop them.
Every retailer needs to maintain their focus on their digital capabilities. As companies such as One Door develop AI-based enhancements, CIOs and their teams need to be ready to integrate these capabilities quickly.
Strong architectures for both infrastructure and digital services are needed to achieve these outcomes.
Recommendations for Retailers
Retail organisations continue to find new ways to leverage the power of the data that they are able to collect. The flexibility that SaaS developments deliver will be essential to maintaining an organisation’s competitive positioning.
CIOs and their teams need to lead their organisations and ecosystems by:
- Identifying new SaaS capabilities that support the strategic positioning of their companies
- Preparing their environments by supporting a rich set of APIs to support the rapid integration of these new capabilities
- Developing and maintaining strong architectures that provide organisations a solid framework to develop within
Checkout Alan’s previous insight on Woolworths micro automation technology adopted to speed up the fulfilment of online grocery orders
Customer experience (CX) is a key business priority for all organisations – irrespective of the organisation size.
Many of the contact centre solutions in the market can be complex and expensive and may not be suitable for a family-owned business or for a business requiring less than 30 agents. What these businesses look for in a solution include: inbound, outbound, call recording, workforce optimisation and basic analytics capabilities. SMEs tend to use contact centre solutions that come with telecom services and have a one-off implementation fee. The overall cost of the solution – including agent licenses and other associated costs such as training – has to be affordable for the SMEs.
This whitepaper provides CX decision makers in Australia’s SMEs with global best practices, to help them understand the priorities of SMEs in running their day-to-day contact centre operations, including case studies. The data mentioned in the paper is from the global Ecosystm CX Study that is live and ongoing on the Ecosystm platform.
Click below to download
(Clicking on this link will take you to MaxContact website where you can download the document )
It is crucial that businesses engage with customers across multiple digital channels and move from being ‘’reactive’’ to ‘’proactive”. To deliver that proactive customer experience (CX), contact centres need to have the ability to predict the customer’s next move and/or send preemptive notifications before problems occur. When you start doing that, you are getting ahead in understanding how to deepen customer engagement.
Ecosystm research finds that 56% of organisations globally consider driving an omnichannel experience a key business priority. The need to repeat personal details and queries each time the customer is on a new channel continues to drive poor CX. Resolving the omnichannel dilemma is an arduous task. It requires a complete overhaul in bringing all channels together.
This whitepaper written by Ecosystm in partnership with Local Measure, discusses the multiple challenges that are hindering companies from delivering on their omnichannel vision and talks about the steps organisations should take to modernise their contact centres.
Find out why not integrating your customer channels is costing your contact centre.
Click below to download the Whitepaper
(Clicking on this link will take you to Local Measure website where you can download the Whitepaper )
The ways we connect, create, collaborate in our workplaces has seen major shifts in the last year. And the tech industry has continually supported that shift as they create new capabilities and upgrade existing ones. Technology providers will continue to revamp their product offerings to support the increase in adoption of the hybrid work model work – a fusion of remote and in-office. In the Top 5 Future of Work Trends for 2021, Ecosystm had predicted, “Every major digital workspace provider (such as Microsoft, Google, Zoom, Cisco, AWS and so on) will broaden their digital workplace capabilities and integrate them more effectively, making them easier to procure and use. Instead of a “tool-centric” approach to getting work done (chat vs video vs document sharing vs online meetings vs whiteboards and so on), it will become a platform play.”
Ecosystm Principal Advisor, Ravi Bhogaraju says, “It is becoming clear that companies and individuals are grappling with three issues – the changing size and composition of the workforce; the productivity of those who are driving the businesses; and attracting, reskilling and engaging the broader workforce.” These are the challenges that tech providers will have to help organisations with.
Google Upgrades its Collaboration Platform
The Google Workspace was launched in October last year, and last week saw the tech giant announce a series of upgrades and innovations to better support the flexibility needs of frontline and remote workers.
Workspace is Google’s office productivity suite comprising video conferencing, cloud storage, collaboration tools, security and management controls built into a cohesive environment. The new features announced by Google Workspaces include Focus Time to avoid distractions by limiting notifications, recurring out-of-office and location indicators to make colleagues aware if the person is working from home or office, support for Google voice assistant in workplaces, second-screen experiences to support multiple devices, and features for frontline workers designed to help mobile employees collaborate and communicate better with the rest of the organisation. Google is also working on a trimmed down version of Google Workspace – Google Workspace Essentials – which will provide support for Chat, Jamboard, and Calendar. Workspace is estimated to have 2.6 billion monthly active users.
Bhogaraju says, “One of the issues that is fast emerging as significant is not just the employee experience or customer experience but the complexity of the digital workplace as platforms introduce newer and advanced features. In the end, there has to be simplicity, clarity, and a clear focus on the goals – not just an overload of features that makes life more complex for the employee. It would be critical to enable these features thoughtfully and reskill staff adequately so that the adoption and impact to business process is felt in their day-to-day activities.”
Workspace Transformation across Industries
With many of Google’s employees and developers working remotely, the company has first-hand experience of the challenges of remote working and is leveraging the experience. Google Workspace is also working on custom solutions for various industries. In Retail for example, Woolworths, rolled out Google Workspace and Chrome for geographically dispersed teams to collaborate in real-time and adopt custom-made applications linked to global servers to allow managers to log and address tickets from the shop floor itself. Similarly in Aviation, All Nippon Airways uses Google Workspace to allow pilots, cabin attendants, HR and finance staff to communicate and collaborate in real-time across the globe, using Google Meet, Google Docs, Google Sheets and Google Slides from their PCs, smartphones or tablets. Google retains its focus on the Education industry – Google Workspace Education Fundamentals is free for all qualifying institutions. Solutions such as Google’s Classroom, Teach from Anywhere hub, roster sync, mobile grading and EdTech tools aim to enable better learning and teaching experience for students and educators.
Tech Companies Revamping their Collaboration Offerings
With more companies rethinking their work policies, leaders in the collaboration space are also stepping up their game to evolve their offerings for the hybrid norm. Microsoft’s Viva unifies the experience across Teams and Microsoft 365 for employee communications, wellbeing, learning and knowledge discovery. Similarly, Zoom too has upgraded and integrated various utility, sharing, and management features to support a hybrid workforce. Tech companies are being forced to invest in creating next-generation tools to stay relevant, as Future of Work models continue to shift and evolve.
As tech companies evolve their capabilities, Bhogaraju warns organisations on how they should leverage them. “While technology companies continue to deliver feature rich suites – in reality the uptake and embedding of these programs into the day-to-day business processes is still in its early stages. Business, HR and IT teams continue to struggle. They tend to operate within independent thought silos and there is limited consensus on which feature is really needed and how it can add to the productivity and efficiency. Without this crucial context and an effective change management program – they remain rich features and not impactful ones.”
The hybrid workplace model is gaining popularity in 2021. Check out Ecosytsm’s top 5 Future of Work Trends For 2021. Signup for Free to download the report.
The past twelve months have been tough. Most businesses in Singapore (68%) still haven’t seen revenue recover to pre-pandemic levels. Many budgets are down and you are likely to have a long list of spending options that might help you grow revenue and pull your business out of the pandemic-induced slump. Even if your business is doing well, the pressure on budgets is real.
Increasing your CX Spend
Despite the pressure on budgets Ecosystm data makes a strong case to not cut your customer experience (CX) spend! Businesses in Singapore that are cutting their CX spend are less likely to return to growth, more likely to be competing on price (hence cutting margins), not focused on their digital and omnichannel customers, and have lower levels of innovation. Funnily enough, these are also the businesses with complex, legacy systems which need more focus to provide an improved CX! To be quite frank, businesses in Singapore who are cutting CX spend are setting themselves up for failure. With other businesses increasing CX spend, the gap between the customer experiences will grow to a point where customers will leave and it will be hard to catch up.
Prioritising your CX Spend
So now that you have secured your CX spend, where will you get the biggest bang for your buck? Let’s look at where businesses in Singapore are focusing their CX initiatives in 2021.
Offering an omnichannel experience. Your customers expect more than just a great digital experience – they want the right experience at the right touchpoint. The CX leaders in Singapore (who, unsurprisingly are often the market leaders) are already offering great omnichannel experiences, so this is quickly becoming about catching up – and not about getting ahead. Providing a consistent, personalised, and optimised experience across your digital touchpoints needs to be a top priority for your business today. If you are not offering conversational commerce solutions, start that strategy as soon as possible – you need to be where your customers are today. Extending this to physical channels and broader ecosystem partners should also be on your agenda.
Improving knowledge systems. Your knowledge systems don’t do what they say on the box. They don’t provide answers to questions – for employees or customers. In fact, if your customer service agents get asked a question they don’t know the answer to, their number one source for answers is actually their colleagues or team leaders – NOT the knowledge management system! Start investing in systems – or ideally a single system – that help your employees get better, faster answers to questions. Make sure that the system is providing the same answers to both your employees and your customers across all touchpoints – physical and digital.
Migrating customer service platforms to the cloud. Over half the businesses in Singapore that we assessed have this as a top CX priority. Cloud solutions offer faster time to value, lower management costs, give access to more regular improvements and often provide the ability to easily integrate with partners who offer product extensions and customisations. This trend will continue in 2021 and 2022 as more businesses realise that their legacy customer service or contact centre platform is inhibiting their ability to innovate their customer experience. These systems also help businesses to stay compliant and reduce the reliance on internal IT – which has traditionally struggled to keep up with the fast-changing nature of the contact centre and customer service teams.
Investing in AI and machine learning. Many businesses are using AI to provide the personalised and optimised customer experiences they aspire to. AI and machine learning are allowing businesses to create personalised offers, offer a next-best action and automate services. Advanced banks in Singapore can create interest rate offers for each individual customer based on their credit profile and history. 46% of businesses in Singapore are already using AI to offer recommendations for customer service agents, 44% to optimise or test messaging and campaigns and 43% to provide faster, more accurate access to information and knowledge. 18 months ago, AI was a business differentiator – allowing your business to create a stand-out CX. Today AI is quickly becoming a standard practice – the battle now is around using AI to create personalised and optimised experiences.
A great customer experience will be the most important factor in lifting your business to pre-pandemic growth levels and helping your business remain competitive in today’s tough business conditions. When it comes to CX, there is no such thing as “saving your way to growth”.
Your opportunity to drive greater business success lies in your ability to better win, serve and retain your customers. Refresh your customer strategy and capability today to make 2021 an exceptional year for your business.
Customer needs are changing. Quickly. In 2020 having a great digital strategy went from being a nice-to-have to an absolute necessity. And in 2021, businesses that have great omnichannel experiences will go from a small minority to a majority as customers demand that they are served on their terms in their chosen platform. Only 14% of businesses in Singapore offer a complete omnichannel experience today – serving customers on their terms regardless of the location or platform (Figure 1). These businesses are setting the benchmark that the rest of the market needs to meet soon.
The Growing Importance of Social Media in Delivering Customer Experience
Chat and messaging are quickly becoming the normal way to interact with businesses – the view of a few years ago that “no one wants to chat with a bot” has quickly turned around. Now virtual assistants and chatbots are the second most important self-service channel for businesses in Singapore (Figure 2).
In fact, Zendesk’s global study shows that most customers (45%) use embedded messaging over social messaging apps (31%) and text/SMS (20%). That might be great for self-service, but for commerce, boundless opportunities exist to move to where the customer lives, communicates, and socialises today.
Smart businesses understand that customers spend their lives in other chat and social media platforms – such as Facebook Messenger, TikTok, Instagram, WeChat, Discord and WhatsApp. More customers expect to be served in these channels; they expect to be able to transact with their brands of choice. Why should they go to a mobile banking app to find their balance? Why can’t they get it in WhatsApp? They are often learning about the next Jordan or Yeezy shoe drop from their social network in Messenger – so why not transact with them there? Consider all your own personal WhatsApp, Messenger and other messaging platform groups discussing social activities, sporting teams, school activities or the latest fashion – these are ALL opportunities for commerce (Figure 3).
And there are use cases now. Airlines – such as KLM and Etihad Airways – are engaging customers on WeChat, Kakao Talk, and WhatsApp, helping them reschedule flights and answering customer service queries. Telecommunications providers are allowing customers to raise issues on messaging platforms – and are also using them to upsell and cross-sell new services. Transportation providers are making it easier to find a car or the the next scheduled bus right there in the messaging platforms. Retailers – such as 1-800 Flowers and Culture Kings – are not only serving customers but finding new customers on these messaging platforms.
Going beyond the messaging platforms, businesses are also looking to serve customers on their smart devices – such as Amazon Alexa/Echo and Google Nest/Home devices. Alerting customers to order updates, shipping details and product promotions is becoming standard practice for leading businesses. Digitally-savvy banks are allowing customers to not only track their balance but also make transfers and payments using these smart platforms.
Customers are more comfortable with these conversational commerce options – and they actually expect you to offer such services on your site, in your app, on their smart devices, and on their messaging platforms of choice. Your ability to provide outstanding customer experiences will not only be your ticket back to revenue growth but the recipe for long term business success. Meeting customer needs on their terms is a good place to start.
Delivering a Personalised Conversational Customer Experience
Customer experience (CX) decision-makers will have to rethink how they approach building richer CX capabilities to deliver personalised conversational interactions with customers.
Messaging should become part of a wider AI, Data, and Mobile strategy. Contact centre teams might feel that this is too ambitious a project and would prefer to continue to serve customers through the more traditional channels only. So, it is important to identify the key stakeholder/s who will drive the initiative. And the contact centre team should work with the Digital, Innovation and Marketing teams.
Designing the mobile experience and in app messaging for CX should have some of the following features:
- Ability to click a button to request for a service or escalate an issue that will, in turn, result in the company contacting the customer either by messaging or calling.
- Giving customers the option to contact through popular messaging platforms such as Facebook Messenger, WhatsApp, LINE, WeChat, and others. Unifying these systems in a single interface that integrates with your customer service application is best practice.
- Having one single interface to manage and make payments – within the app itself or on the social messaging platform. Conversational commerce is about creating an ongoing relationship with customers throughout the entire customer journey. Don’t just focus on the sale or the post-sales experience – customers expect to be able to interact with your business from their platform of choice regardless of their need or stage in the customer journey.
- Embed deep analytics into the communication services to help the organisation better deliver a personalised CX.
- Ensure you have a solid, unified knowledge management interface at the backend so that all questions lead to the same answers regardless of channel, platform or touchpoint.
Your opportunity to drive greater business success lies in your ability to better win, serve and retain your customers. Refresh your customer strategy and capability today to make 2021 an exceptional year for your business.