Personalisation and the customer journey

Customer experience, Strategy | Neil Wilkins | 11 January 2019

Personalisation is ensuring you create the right experience for each of your customers. 

“Personalisation is becoming less about simple product and service mix and more about our ability to create the right experience for each customer. This change in direction requires organisations to think much more broadly about how they can use personalisation to enhance the customer experience. Research has shown that brands adopting the technology and strategies to enable personalised digital experience will gain competitive advantage over brands that do not. Organisations that learn to leverage personalisation will find it easier to acquire customers with appealing and engaging digital experiences, enable faster conversions and create lasting engagement and loyalty.” CIM Driving Digital Experience – April 2019

Whilst reviewing a number of early submissions from my students on the CIM Driving Digital Experience module of the Level 6 Digital Diploma in Professional Marketing, I began thinking about the 10 most important steps that would be required in practice if a business wished to integrate personalisation in the customer journey and marketing communications plans.

So where do you start if you believe this to be the near future of effective marketing communications strategy?

Step 1 – Identify your most important customer persona

Step 2 – Plot your persona’s customer journey through awareness, conversion and retention

Step 3 – Highlight the critical touchpoints on this journey, especially where the persona makes key decisions that affect the course of the relationship and their commitment to engagement

Step 4 – Using analytics, insights and metrics, establish key performance indicators throughout the length of the customer journey so you can measure effectiveness of each step

Step 5 – Introduce innovative personalisation technologies or practices to enhance the persona’s journey

Step 6 – Establish a process of monitoring outcomes and results to inform continuous improvement

Step 7 – Determine the impact on the wider business of serving the customer in a personalised manner

Step 8 – Continuously evaluate the impact on resources (people, time and budget) to monitor return on investment

Step 9 – Integrate a measurable, appropriate and balanced content strategy to fuel the personalised customer journey

Step 10 – Monitor key performance indicators and adjust personalised marketing communications on an ongoing basis

There are many details at the next level down in planning for personalisation in marketing communications. But I believe these 10 steps will be helpful for those starting out on their journey of customer personalisation.

If you can see value in considering this in your business but would like a helping hand, please get in touch and let’s talk about your marketing.

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Neil is a Fellow of the College and Brand Ambassador for Bristol and the South West of the UK. Visit his blog for more of his insights. 

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