Today’s consumer is accustomed to driving the conversation with brands they’re interested in, rather than passively waiting for a brand to offer something relevant or useful to them. And with all of the information consumers provide to brands these days, the expectation is that brands will USE that information to make messages more relevant. Enter inbound, real time messaging.
Have you ever spent a few minutes entering specific, personal information on an IVR so that you can reach a customer representative to resolve an issue with your bank account, a flight, an online order, etc.? Only to finally reach a human, who asks you to restate all of your account information? Frustrating, isn’t it? Customers, especially younger adults, EXPECT that brands will use the information they’ve provided to personalize their other experiences. And when brands DON’T use that information to talk to customers, they miss an opportunity to build trust and loyalty with that customer.Interact is the answer to this age-old personalization problem. Interact is software that uses a combination of known customer data (account activity, model scores, demographic information, and more) and real-time customer activity (website activity, ATM transactions, purchases, etc.). Combining known static information with real-time activity unlocks a new set of messages marketers can send to their customers, improving close rates, customer satisfaction and customer loyalty. Let’s take a look at a sample customer experience:
Introducing Katie: Katie is a customer of a local credit union. The credit union knows some things about her: what products she uses from the CU, what segments she falls into, some model scores, preferred communication channels, and some demographic info. The CU uses this known information to send marketing messages to Katie.
Katie is actually interested in this email from her CU, and clicks through!
When Katie clicks through, Real-Time Personalization using Interact kicks in, delivering her a personalized message based on the email she just received.
Deep links within the web page make it easy for Katie to begin an application for a refinance. She’s also an avid social media user and decides to collect her refinance ideas on Pinterest:
With that behaviour, Real-Time Personalization gathers new knowledge about Katie – now we know she uses Pinterest, and she is also interested in a refinance of her current mortgage.
Katie leaves the application, and when she returns, we serve her custom content based on the new knowledge we gathered about her – offering her a low rate on a refinance. Based on the application information she has completed, we also know that she is a mom of young kids and that she falls into a high tax bracket.While Katie is researching refinancing her current mortgage, she also starts thinking about buying a new home instead. The next time she logs in to her CU account, she decides she will research new purchase interest rates…
More to learn about Katie – she might consider buying a new home, rather than the refinance. Something else the CU can talk to her about with future messages. She also uses the CU app on her mobile phone, so we can continue the conversation in a new channel.
Real-time personalization can push a message to the CU’s mobile app to trigger an in-app message. In this case, the trigger was that Katie logged in and searched for a nearby branch.
Finally, the CU continues the conversation with a personalized follow-up email, based on Katie’s recent interactions with the brand.
Contrast Katie’s experience, where her CU uses the information it learns about her along her customer journey to tailor messages to her specific needs, with the experience I described at the beginning of this blog. Where the first customer is frustrated and exhausted, Katie is relieved that her CU knows about her needs and desires. And a happy customer is most likely a loyal repeat customer.
Regional Sales Director
Lisa is a digital marketer with over 15 years of experience in the telecom and financial services industries, with a focus on the omnichannel marketing experience from the consumer’s perspective. She is currently a pre-sales strategist for marketing software at HCL.
Marketing Platform, Campaign, Interact, Marketing Operations, Contact Optimization, and Opportunity Detect are trademarks of IBM Corporation, in at least one jurisdiction, and are used under license.