3 Personalisation Tools That Can Improve Your Customer Experience

08 May 2019

Today, shoppers want more. They demand personalised, targeted offers at the right time. Marketers can give it to them if they’re using the right tools.

What tools are these? Here are three personalisation tools that enable you to improve your customer experience management efforts as well as make the customer experience better for your audience.

Microsoft Dynamics 365 CRM

According to Segment’s 2017 State of Personalisation Report, only 22 percent of shoppers are satisfied with the level of personalisation they currently receive. Why is that the case? Marketers aren’t doing a good enough job in tailoring communications to their audience. Econsultancy’s Digital Trends 2018 report shows that a mere seven percent of organisations make it their top priority.

When you have the right tools, you can actually automate personalisation to reach your customers and improve their experience. One of those tools is Microsoft Dynamics 365 CRM, software that holds and tracks customer data.

“When you have the right personalisation tools, you can automate customization to better reach your customers.”

Microsoft Dynamics 365 allows you to personalise emails. Despite other, newer messaging methods (such as instant messaging through applications), email remains a highly popular form of communication. Moreover, it’s easy to personalise, and there are clear benefits from customising emails. Almost two-thirds of marketers say that real-time data in email is either "effective" or "highly effective."

With Microsoft Dynamics 365, you can send large volumes of personalised, graphics-rich emails. Moreover, you can monitor how each recipient interacts with those emails. Once you’ve gotten the results of an email campaign, you can create a report based on either individual contacts or aggregate statistical analysis.

“With Microsoft Dynamics 365, you can send large volumes of personalised emails to customers.”

Campaign results help you fine-tune future campaigns, so you can reach the right people at the right time (when they’re primed for purchasing). By perfecting personalisation, you help customers feel as though you value their business and you want to maintain a relationship with them. 

Sitecore Experience Platform

One challenge for today’s marketers is that customers are connecting with them in a variety of ways – through social media, through websites, apps, and networked devices. Yet, they still want personalised experiences. Personalisation at scale is possible with the right tools.

Sitecore Experience Platform is a customer experience management platform that provides a holistic view of the customer so you can tailor messages to fit what the customer wants. While other content management systems might require months of training, Sitecore allows you to personalise website content quickly and easily.

“Sitecore allows you to customise website content quickly and easily.”

Moreover, the Sitecore Experience Platform is built on Sitecore Experience Manager, a market-leading content management system that enables you to manage multiple sites in more than one language. That capability makes updating more than one site at once much simpler, and you don’t have to hold off on entering new markets because your current CMS doesn’t support that language.

Another benefit of Sitecore is that it delivers personalised experiences across the channels you need. Today’s customers want to interact with brands through social media, mobile devices, websites, and even IoT devices, point-of-sales systems, augmented reality, and virtual reality. Omnichannel experiences are native to Sitecore, so you don’t have to use a third-party solution.

“The combination of Microsoft Dynamics 365 and Sitecore lets you get more out of your data and helps you better understand your customers.”

Additionally, the Sitecore Experience Platform integrates with hundreds of third-party marketing solutions, including Microsoft Dynamics 365. The combination of Sitecore and Microsoft Dynamics 365 lets you get more out of each solution. You get more out of your data and better understand your customers.

For instance, you can create a survey in Sitecore to solicit customer feedback. Then, you can store that information for later use in Microsoft Dynamics 365. In the future, you can generate reports on prospects to see which campaigns attracted a given prospect or which conversion activities the prospect has completed.

“Create a survey in Sitecore and store the results for later use in Microsoft Dynamics 365.”

Sitecore allows you to track a customer’s visits to your website, and Microsoft Dynamics 365 links that data to a customer’s profile. If someone has visited your site multiple times, that person might be ready to make a purchase, and it’s a good time to reach out to him or her.

Sitecore Cortex

In June 2018, Forrester researchers revealed that most brand’s customer experiences remain “mediocre.” They don’t feel as though messages are relevant to their needs or situation. As a result, they have a lower opinion of the brand.

That doesn’t have to be the case. Today’s marketing technologies allow brands to excel at personalisation and customer experience management. One example of such a technology is Sitecore Cortex.

“Today’s marketing technologies allow brands to excel at personalisation and customer experience management.”

Sitecore Cortex is a machine learning solution built into the Sitecore Experience Cloud. Here’s how it works. Sitecore Cortex processes vast amounts of data to provide actionable, valuable insights. It can tell you what the highest-value audience segments are based on customer journeys, optimise key engagements by testing hundreds of variables, and eventually, it will be able to profile customers based on what content they consume.

Machine learning is a branch of artificial intelligence. Through machine learning, computers learn from data, identify patterns, and then make decisions with little or no intervention. For example, eventually, Sitecore Cortex will be able to learn what customers want and then provide them with tailored recommendations when they visit your digital properties.

Why Choose Enlighten to Support Your Personalisation and Customer Experience Management Efforts?
Enlighten has over two decades of experience in helping our customers satisfy their own clients by personalising and managing the customer experience with the right technological tools. At Enlighten, we believe that when you personalise content for your customers, you have the opportunity to build long-term relationships with them. To learn more about our approach, contact us today.

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