It's always important when someone understands you better than everyone else remembering your actions and offering up contextual feedback based on what you've given them. In this post, Catherine Frye, IBM Marketing and Customer Service agendas Manager, discussed how IBM Predictive Customer Intelligence is just that - the solution delivering on that promise of contextual interactions. There's also a link to register for a joint IBM-Forrester Research webinar you won't want to miss either. Read Catherine's post here:
In this post you'll learn more about a specific marketing business need addressed by IBM Predictive Customer Intelligence (PCI for short), which, as you know from earlier blog posts on the AnalyticsZone, is a pre-integrated, packaged solution that infuses predictive analytics into every operational decision made during customer interactions at point of contact.
Let’s talk about unleashing the power of personalization with IBM Predictive Customer Intelligence and how to deliver those ‘markets of one’.
We expect our favorite brands to know us, make “spot on” recommendations for us and know us in context. We see this every day with websites giving us recommendations the likes of Amazon, Zappos, Urban Outfitters and Sephora to name a few. We see this degree of personalization now as not a ‘nice to have’ but a ‘must have’ – basic table stakes to remain competitive – especially in the B2C world. So we’ve moved well beyond a ‘transitionally-oriented’ customer relationship to one based on customer context requiring that we – the brand, that is – build greater knowledge of the customer through a multitude of dimensions including, but not limited to, behaviors, attitudes, sentiment, interactions.
In a January 2014 survey conducted by Forrester Consulting on behalf of IBM, the number one challenge for customer and marketing analytics teams cited by 64% of survey participants was “recognizing customers across channels and touch points for cross-channel marketing”. Another question asked in this particular survey was the extent of the use of personalization across the customer life cycle to deepen and extend relationships. No surprise that it was used ‘often to always’ in 80% of the responses, again across the entire lifecycle from acquisition to retention endeavors. As Forrester states, personalization’s future is context and having the ability to activate it in every customer interaction – it can extend a brand’s segmentation and personalization models with ‘in the moment’ information.
With PCI – we provide that opportunity for the brand to contextualize across all channels of customer engagement in the moment ensuring relevancy every time in every interaction.
I encourage you to check out an upcoming webinar we're jointly delivering with Forrester Research where we'll discuss this and more. Register now and attend this June 18 web seminar.