Customer Journey Personalization: Not too Late to Start…Yet!

Customer Journey Personalization

消费体验个性化

In the past two years, amidst COVID-19 and the surge in digital behaviors raising the bar, expectations of a company’s services are at an all-time high. Personalization matters more than ever - consumers need a seamless experience, and they want brands to show them the products and services they care about. 

在过去两年里，在新冠疫情和数字化的推动下，大众消费者对品牌服务的期望值达到了前所未有的高标准。消费体验的个性化比以往任何时候都重要 — 消费者需要无缝的体验，他们希望品牌向他们展示他们所在意的产品和服务。

According to a survey from McKinsey, three-quarters of consumers switched to a new store, product, or buying method during the pandemic, cementing the importance of this concept and if done correctly, the power of personalization can transform a business completely.

麦肯锡的一项调查显示，四分之三的消费者在疫情期间选择转向其他购买渠道、尝试新品牌和产品。因此，在操作得当的情况下，消费体验的的个性化可以彻底改变一项业务。

Opportunities

Strategies

机遇

策略

What does personalization mean in digital marketing? In the age of digitalization, personalization is the ability to deliver more relevant and tailored messages to your customers. From customers’ points of view, personalization is associated with positive experiences and being made to feel special. Instead of focusing on the end-point transactions, brands should demonstrate their investment in their relationships with customers.

在数字营销中，“个性化”到底是什么？在数字化时代，个性化是指向客户传递与他们更相关、更有针对性的信息的能力。从顾客的角度来看，个性化能让顾客感受到特别的积极体验。品牌应该向客户展现他们投资客户关系的意愿，而不止是专注于终端交易。

Taking some typical examples: Grammerly, a platform which assists users with grammar correction and writing strategies, sends a weekly report to customers highlighting potential areas for improvements, which in return helps customers better use the product. As one of the most downloaded F&B Apps, Starbucks is incredibly intuitive and designed to provide a personalized ordering experience, from remembering users’ favorite drinks, offering freebies based on their needs, and promoting unique offers to each individual.

举几个典型的例子：Grammerly作为一个帮助用户纠正语法和改善写作的平台，每周都会向客户发送一份报告，为客户指出可以改进的领域，从而帮助客户更好地使用其产品。星巴克作为下载次数最多的餐饮应用程序之一，具有令人难以置信的客户直觉，从记住客户最喜欢的饮料、根据他们的喜好和需求提供免费小赠品，并向每个人推广定制的优惠，整个应用程序的设计都旨在提供个性化的点餐体验。

Thoughtful touchpoints such as offering targeted promotions, the sending of how-to videos, celebrating loyalty milestones, tailored and personally addressed messaging, and relevant product/service recommendations all contribute to satisfy customers’ expectations of brands demonstrating how they know them on a personal level.

思考周到的品牌接触点有助于品牌向客户证明品牌从个人层面上了解客户，并满足客户对品牌的期待，如提供有针对性的促销信息、发送使用指导视频、庆祝会员纪念日、定制个性化信息，以及推送相关的产品/服务等。

Challenges

挑战

However, for brands to leap forward and up the opportunities, they also face numerous challenges, as this concept involves massive amounts of data collection, and requires expertise and relevant hard and soft skills from internal teams in order to properly manage personalization efforts:

然而，由于“个性化“这个概念依赖于大量的数据收集，并要靠团队的专业知识和相关的软、硬技能来正确推进品牌个性化的工作，因此，品牌在向前一步抓住机遇的同时，也会面临许多挑战：

Data collection - personalization is impossible if marketers don't have the means to understand the needs of high-value customers on an ongoing basis. Therefore, brands will have to invest heavily on customer data and analytics foundations.

数据收集 — 如果营销人员无法不间断地收集和了解高端客户的信息和需求，消费体验的个性化是不可能推进的。因此，品牌将不得不在客户数据收集和分析上砸入人力和财力。

Consumer attitudes to digital privacy – the point at which personalization gets creepy. The nature of data privacy has rightfully become a source of concern to consumers and brands. Therefore, proactively managing customer privacy will be especially important.

消费者对数据隐私的态度 — 在这一点上个性化可能会变得让人感到不适。数据隐私的本质已经成为了让消费者和品牌十分担忧的一件事。因此，主动管理并保护客户数据隐私变得尤为重要。

Team capabilities - given the algorithmic, cross-disciplinary nature of personalization efforts, traditional siloed marketing teams won’t work. Team leaders will have to invest in talent and training to refine team capabilities and commit to agile management. In addition, the ability to collaborate and integrate information will be key to professional advancement.

团队能力 — 考虑到推进个性化这项任务的迭代性、跨领域性，传统的筒仓式营销团队是行不通的。团队领头人必须对团队成员的技能培训进行投资，以完善团队能力，并致力于敏捷管理。此外，团队成员之间的协作和信息整合的能力将是专业技能发展的关键。

Contact Us

联系我们

In an increasingly digital world, the value of getting personalization right—or wrong—is multiplying. The force multiplier, if done right, will be able to extend customer lifetime and thus drive double digit revenue growth. Of course, it is not late to jump in just yet, if your brand is seeking assistance in personalization, feel free to contact us: [e-mail].

在一个日益数字化的世界里，无论正向还是反向，个性化的价值都在成倍增加。如果品牌能以一种合理且适当的方式推进消费体验的个性化，这样的努力将能增加客户终身价值，从而推动两位数的营收增长。当然了，现在开始推进消费体验的个性化还不算晚，而如果您的品牌正在寻求优化消费体验个性化的帮助，请随时联系我们：[e-mail]。

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