Contextual personalisation: What it means to be CX centric in 2020
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In today’s digital world, customer journey alone is not enough to generate loyal consumers and brand advocates. Adapting to a wide variety of experiences through the understanding of different contexts, particularly in the field of multicultural marketing, is the real path to a better CX.
The customer journey has become increasingly complex and unpredictable, rather than linear. Managing consumer data is key: gathering and analysing it is just one part of the process, while knowing how to use it is the truly creative part that requires a CX centric mindset to succeed.
KPIs vs CPIs
On an organisational level, being CX centric means prioritising customers’ expectations instead of the internal and often conflicting goals of different teams. That’s where CPIs come in; not to replace KPIs, but to nourish them. As companies focus on KPIs, it’s possible to oversimplify the nuanced experience of different consumer interactions, intentions, expectations and more.
Even if the desired outcome is fulfilled, consumers always have opinions about the entire process and how it can be easier, faster and more pleasant. That’s what CX centered brands need to start measuring. According to Harvard Business Review, metrics that qualify as a CPI are simply an outcome or part of the process that is important to the customer.
Employees at companies that are overly focused on KPIs can also end up taking steps that help their individual metrics in detriment to their relationship with their customers. Many people have had a negative experience with a salesperson that is too eager to sell and might come across as bothersome or too insistent.
CPIs transform those interactions in a positive way by aligning the company’s goals with the customer’s success.
Contextual enquiries and accessibility
From social media engagement to analytics, what brands are able to learn about customers can be used efficiently if information is categorised in terms of context. Such as behaviours that only happen at home, while driving, at work, in the morning, on weekends, and in many other settings.
When companies observe customers in their natural environments, marketers are able to notice key moments and solve specific problems. They can do things such as identity users no longer listening to a podcast that gets overly promotional.
To prevent these kinds of mishaps, Microsoft employees take part in UX workshops where they learn new ways of coming up with inclusive designs. By considering factors such as the use of alternative text, screen readers or other assistive technologies, designers can move beyond general assumptions about disability.
This way, they will be able to develop truly effective solutions that adapt to different users in different life situations.
How companies use data and AI to provide CX centric services
Keeping users engaged gets harder and harder every day, even for the most successful of companies. Such is the case of media giant Disney, who is now gathering data from the facial expressions of audiences in theaters with the help of machine vision technology.
While the traditional focus group helped marketers understand and interpret a few consumers’ reactions to new products or ads, AI can help companies do the same on a bigger scale.
Spotify is a great example of this. Not only does the streaming service learn about and adapt to its users’ music preferences in real time, but it also considers how listeners might behave very differently at 9AM versus 11PM. This data makes it possible to curate playlists that cater to their specific routines or micro-moments.
When it comes to recommendations, Netflix employs similar practices. If an individual has a habit of watching comedies on weekends, or nature documentaries late at night, the platform learns to meet user preferences to offer what is wanted and when it’s wanted.
Any piece of information can make the difference
Multicultural consumers can particularly benefit from this approach. Companies and platforms have the opportunity to learn about their complex habits, language use, content preferences and interests in a way that is not only based on assumptions or stereotypes. Such assumptions ultimately lead to customer experiences that fall flat in an increasingly multicultural world.