Author : Marketing
Marketing
23/Jan/2020

Espire Infolabs is a Digital Transformation and Total Experience (TX) Solutions provider with a Cross-Enterprise approach to deliver future-ready services that are resilient to market disruptions. With focus on TX, we are paving way for enterprises to deploy & deliver the best Customer Experience (CX), Employee Experience (EX), and Business Experience (BX) – with overarching service offerings around Multi-Experience (MX), and User Experience (UX).


Top Personalization Trends to watch out in 2020 | Part2

In our first blog on Top 10 personalization Trends to Watch Out in 2020 series, we discussed the top 5 trends that brands will follow to deliver relevant and contextual communication for superior customer experience. We had enlisted how personalization is becoming a top priority for brands, and how - the move towards omnichannel personalization, an obvious increase in personalization budgets, higher focus on mobile-first approach and website personalization will-become trendier. In this part of the 2-blog series, we will now discuss the next top 5 personalization trends to watch out in 2020.

1. Leveraging AI and Machine Learning

The precondition, to provide superior customer experience is to identify your audiences before initiating a conversation or delivering your offerings. Thankfully, the recent development around artificial intelligence and new algorithms, has simplified the process of identifying prospects by tapping their footprints across different channels, studying their purchasing behaviour, their journey and overall browsing patterns among others.

With AI, brands can align their personalization efforts- to determine the exact journey of their customers with precise anticipation of the next steps that they will take along the journey. With machine learning, marketers can easily process huge amounts of data to make quick decisions and offer relevant experience to every visitor - executing personalization at scale.

According to a survey by e-Consultancy, almost 75% of digital marketers plan to use AI in their personalization efforts for an expectation of staggering 81% - for audience targeting. The growing trend to use AI & ML for providing personalized experiences is the proof that-in 2020, AI coupled with ML is certain to transform the entire marketing scenario altogether.

2. Incorporation of Big Data in Personalization

As explained earlier in the blog, personalization will be impossible without the availability of data to support informed decisions. Major advances in big data have really made it easier for marketers, to run targeted campaigns and reach a larger number of prospective customers with relevant offerings much faster than their competitors.

Customer experience transformation depends heavily on the ability of a company to collect, sort, co-relate and analyse data from customer footprints across all platforms. Big data along with additional backing from ML has been supporting marketers immensely to make highly precise and relevant interactions with the customers, however, the next challenge for brands will be to ensure the right management of the big data & translating them into result-driven insights.

3. Customer Experience to Be the Main Driver

The main goal of personalization has always been to provide seamless, connected and consistent experience to customers. The personalization trends in 2020 will certainly be directed towards improving the customer experience. According to Frost & Sullivan, by the dawn of 2020, companies can no longer depend on price and product as their primary competitive differentiator and would need to compete on the basis of superior and improvised customer experience.

Both personalization and customer experience go hand in hand with one complementing the other. Delivery of content that engages and echoes the sentiments of customers throughout their journey will be the key differentiator in times to come as- Customer loyalty, engagement, and trust are inextricably linked to the delivery of superior customer experiences and that, can be achieved only through a robust personalization strategy

4. Voice to gain priority for buying and researching.

According to Adobe Analytics Report 2018, around 50% of US consumers will own a smart speaker and 71% among them will be using them to search about products and research further. In 2020, voice will emerge as a strong proposition to engage customers and meet their rising expectations.

As discussed in part 1 of this blog, brands will focus primarily on the mobile-first approach due to the increasing proliferation of mobile devices across the world. The need to integrate voice assistants and support will become essential for brands to provide engaging interactions and personalized customer experience during the research and ultimate purchase process. Brands will also need to pay attention to the expectation of today’s customers for authenticated and human-like voice interactions in contrast to automated computer-generated voice.

5. Hyper-Personalization to Gather Momentum

Data when clubbed with analytics offer near real-time personalization which goes beyond incorporating personal information about customers like name, title, etc. It is Hyper-Personalization that takes personalized marketing a step further to deliver highly contextual & relevant communication to your user base by utilizing behavioural and real-time data towards a fruitful customer journey. To remain competitive, brands, in 2020, will move towards providing hyper-personalized experiences and will focus on offering a smooth, streamlined and pleasant experience to their customers.

Wrap Up

2020 is expected to herald a new epoch powered by AI and ML and brands will scale up digitally to meet the needs of the millennial customer. An effective approach to personalization can give you an edge over competitors by providing a truly superior customer experience. At a time when organizations are growing extremely competitive, staying ahead of the curve depends on how effectively you respond to customer demands and expectations. Brands like never-before need to forge a customer experience (CX) strategy to remain relevant in the race.

In this scenario, brands that have lagged, need to identify these top personalization trends and catch up with their competition by leveraging the right technologies and platforms, to offer an awe-inspiring customer experience. The new technologies discussed here, have been creating a buzz for a while, but their execution is still in question? However, despite all odds, it is certain that their overwhelming capability to drive personalization strategies will foster the trend towards their implementation by companies in 2020 and years to come.

Espire's Digital Experience Platform (DXP) solutions are empowering businesses and marketers with the ability to engage with the hyper-connected, on-the-go customers of today in a more meaningful, highly personalized and contextual manner seamlessly across all brand touchpoints - globally and locally. We provide an agile, collaborative and connected framework that leverages your technology ecosystem to intelligently arrange and orchestrate fragmented engagement systems and existing silos. Get in touch with us at marketing@espire.com for any query, free demo and assistance.

MORE FROM OUR BLOGS

Creating an automated online voting platform for seamless onboarding and improved Voter Experience

One of the major challenges faced by the customer was - conducting the cooperative elections amidst the nationwide lockdowns in the US as casting votes on a piece of paper was neither safe nor feasible. Espire built an online voting application to integrate all the three existing ways of voting in one place including: Online voting (through a website), SmartHub voting (through single sign-on), Paper ballot voting (which includes data entry and verification)

Designed a Centralized Content Management System for a Leading UK-based Staffing Business

A leading Global Talent Acquisition and Managed Workforce Solutions provider in the UK, needed support to centralize its content management for the 22+ acquired brands and required a simplified process for posting job openings & deploying regular enhancements for content management. Espire considering the challenges, reimplemented the front-end design framework for better performance, security and SEO optimization. We also redesigned the cloud architecture on Microsoft Azure to support constant enhancements required to centralize & manage enterprise & localized content. 

Design & Development of a Responsive SharePoint Website For the holding company of Singapore’s public healthcare providers

The client manages the public healthcare system to ensure that good and affordable basic medical services are available to all Singaporeans.

Enhanced digital customer experiences for a leading Singapore headquartered transshipment hub

The customer's existing website was deployed on-premises and leveraged a WCM platform, Joomla they required a strategic technology partner to revamp the website, improve content delivery and website navigation with needed to map customer journey and access visitor analytics efficiently

Optimized data and content management with Azure-based solutions for a leading Singapore-headquartered transshipment hub

The customer's existing website was deployed on-premises and leveraged a WCM platform, Joomla. They required a strategic technology partner to carry out Azure migration and eliminate on-premise hosting environment. They also needed managed support services for monitoring website up-time and efficient incident management.

Sitecore cdp optimization 5 steps for deploying customer data platform

The Customer Data Platform (CDP) has become a critical part of the modern technology stack, as a one-stop solution for data orchestration and management. Sitecore CDP comprises of all the core data management capabilities along with intelligent decisioning, predictive analytics, experimentation, and orchestration for driving positive brand experiences

The future of CRM in the CXM era

Both CRM and CXM are inter-related. The CRM system supports CXM with relevant data to personalize service offerings. CXM analyzes the data and leverages it to deliver impeccable digital experiences across touchpoints.

Sitecore marketing automation craft personalized customer experience and unlock growth

Marketing automation has emerged as a must-have technology for brands to drive personalized marketing campaigns at scale and achieve exponential growth potential. Apart from seamless integration of customer data, email templates and a detailed automation plan, Sitecore provides marketers with additional features of data segmentation, AI-ML based personalization scenarios, real-time communication triggers and BI reporting

7 strategic technology trends for business to unlock growth in 2022

Gartner's Strategic Technology Trends for 2022 provide businesses a deep insight and understanding of futuristic technologies that are necessary for building resiliency and achieving sustainable business growth. Espire is helping businesses across industries achieve total experience at scale and attain true digital transformation to bolster business growth.

Delivering total experience in the higher education sector with sso

Single sign-on allows the users to login with a single ID and password to use multiple services on different related yet independent softwares. A migration to Azure AD which is a SaaS platform - not only has moderate cost & operational benefits by reducing on-campus infra dependencies but also provides easy access and flexibility

Subscribe To Our Blog

By clicking on "SUBSCRIBE NOW" you acknowledge having read our Privacy Notice.