Forget personalisation: individualisation is the new frontier of customer engagement
According to a Dimension Data survey, 13% of companies self-rate the delivery of their customer experiences a healthy nine out of 10; the same survey, however, found that a third of companies aren’t even able to track customer journeys. This disconnect between perceived and actual capabilities has created an environment of mass-scale customer offers that at best distinguish customers by gender, age or geography. Larger tier one retailers - with their immense marketing budgets, large internal teams and expert service providers - have made strides towards more personalised customer engagement opportunities. The concept of personalisation has been around for years, long touted as an effective way to reach consumers. Newly accessible technologies such as machine learning and advanced analytics are enabling marketers to base their understanding of individual customers’ unique preferences on their current interests and purchase history. With machine assistance, marketers can then introduc...
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