Enhancing the customer experience
Today’s consumers expect a seamless customer experience regardless of where, when and how they interact with a business or organisation. Moreover, with consumer awareness of the value of their data growing, when they do share personal data, consumers expect more relevant communications in return
. The quest for greater personalisation in marketing
is a direct result of this trend.
Today, however, real personalisation is about much more than a few different offers for different demographic groups. As data management has grown more sophisticated, marketers have gained access to behavioural insights from ever more channels, making it possible to completely tailor the customer experience to customers’ preferences, purchase histories and buying behaviours.
By harnessing this data, transactional marketing can deliver the right information to the right recipient at the right moment and become an extremely powerful medium in omni-channel communications. Vehicle finance statements, for example, might include detailed information about new car models that the customer has browsed online, offer test-drives or special offers as an agreement nears its end.
Transpromotional communications are able to enhance the customer experience rather than just cross- or up-selling. Utilities companies, for example, might educate customers about how to change their specific energy consumption patterns, while life or health insurance providers might provide tailored information promoting wellness and personalised discounts on gyms, health food and sports gear.