Marketers to Drive New Levels Of Personalization!

Brands must quickly move from communication to conversation.

- Jeriad Zoghby

As marketers, we’re increasingly finding ourselves facing an intriguing conundrum when it comes to creating personalized experiences for our customers. In our efforts to drive hyper-personalization, and appeal to every possible consumer need, we’re now at risk of confusing and, even worse, potentially alienating the very customers we’re trying to woo.

With more data driving an explosive array of options, many consumers are overwhelmed by too many choices, causing them to be less satisfied, make poor decisions and abandon a website or brand. And this trend is on the rise—according to new research from the 2018 Accenture Interactive Personalization Pulse Report, 45 percent of customers have abandoned a site because it was too overwhelming, up from 40 percent last year.

Rather than being liberated by choice, customers often find themselves burdened when interacting with brands. But there is a solution. By creating an ongoing, two-way digital dialogue, attributes and capabilities across all customer interactions can be used to create a living profile of the most unique aspects of each individual as they evolve in real time. This empowers marketers to understand why customers choose what they do versus simply what they’ve chosen in the past, enabling a better understanding of preferences, needs and passions.