Creating customer web experiences that deliver meaningful, measurable results has become even more important in an era when people want to interact with businesses on their own terms, across any number of channels, from anywhere, on any device, at any time.
Businesses must focus on using data to gain greater insights into audience needs. This includes creating a seamless experience across all channels. Measurable and meaningful results let organisations focus their marketing budgets on potential customers, rather than waste money on generic mass marketing and digital campaigns. Customers nowadays expect their web experiences with businesses to be personalised interactions, so achieving this has become a necessity.
There are a number of ways that the customer experience can be personalised. For example, online merchants can offer deals specific to customers’ previously-expressed interests or purchase history. They can gain a clear view of previous customer interactions with the company, such as feedback or complaints, so the company representative can clearly understand of any previous details or experiences the customer refers to during a new interaction.
To create personalised web experiences that measurable business results, organisations need a Customer Relationship Management (CRM) platform that integrates data from multiple channels. This lets the business track interactions and purchase decisions, and provides a single view of the customer. This can help them establish what journey they are on and personalise the message and timing so it is most effective.
For example, we have been chosen as the primary partner of the Royal Automobile Association of South Australia (RAA) to build a new digital platform to help RAA deliver on their digital transformation strategy. We will develop a responsive and flexible platform that will enable RAA to grow and provide a high value and contemporary online experience to its existing membership and potential customer base.
The new platform is based on the Sitecore Experience Platform and Microsoft’s Azure cloud service. This new platform will help RAA drive improved customer engagement and satisfaction, utility and transactional capability. The implementation of this platform will also help RAA boost member and customer engagement through the personalisation of their digital experience, as well as maintain and accelerate their membership acquisition.
Mike Morgan, Executive General Manager – Transformation Services, Empired
