Most marketers know what their customers want and expect. Besides having a great product or service, you must be able to engage with customers on their terms – this means interacting with the right experience, at the right time, through the right channel. The promise of treating each customer the way they want to be treated is an imperative customer experience goal, but it’s still a struggle for many to achieve.
Today, we have so many marketing and customer engagement tools and technologies, and a plethora of customer data. But, what is missing is the “brain.” It’s the central nervous system that talks to all the tools in the martech stack – the critical component that knows what to do and when to do it.
The brain has three central components: data, intelligence and orchestration. It should know what to do for each customer based on all the data, and have the ability to coordinate across every engagement channel. When you “plug” the brain into your marketing stack, a lot of the guesswork of segments is removed. And, efficiency is increased as you truly target each customer on the individual-level.
So, how does the brain work? First, all available data about your customers and prospects are brought together in order to unlock silos. This comes from internal first-party data sources (CRM, web, customer service), as well as external data sources (second-party partnerships and third-party data providers). This then leads to a holistic, dynamic and living individual profile, or Customer DNA, for each and every customer. But, this isn’t simply all the data aggregated in one place; intelligence is added to that data. The brain needs to be smart enough to know, for each individual, what all that data means for them. Through metrics and propensities, the brain can tell you what each customer wants – how and when they want it.
Once we have the Customer DNA, the final piece is using that DNA to drive customer engagement. This is, of course, achieved through the various tools and technologies typically available in the martech environment. But, how do these tools talk to each other? How do they coordinate? That is where, once again, the brain comes into play.
The brain aggregates the data, has the intelligence to know what all that data means for each individual, and can orchestrate the engagement channels. Thanks to the brain, each customer can have the most seamless, relevant and personalized experiences with your brand.
For further interest:
NGDATA helps data-rich companies in financial services, media/publishing and telecom to drive connected experiences. Our next generation customer data platform, Lily™, puts people at the center of every business via Lily’s Customer DNA, which continuously learns from behavior to deliver compelling experiences.Learn More...