Digital Transformation

3 Hurdles to Delivering Personalized Experiences

According to Gartner, companies that prioritize customer experience generate 60% higher profits than competitors. So what does prioritize customer experience really mean? The first thing we have to keep in mind is that customer experience isn’t just one interaction. Customers make many stops along their journeys through the marketplace. The sum of all of these interactions is customer experience, and the measure of that experience depends on how well companies master the complex enabling factors propelling that journey.

Customers engage with companies in a multitude of ways – directly, through websites and brick-and-mortar stores, and indirectly, through social media and other digital outlets.
Numerous touchpoints across these channels provide a flood of data that inform companies and enable them to deliver a unique and personalized experience. While the data is the enabling factor, it is also the biggest challenge for organizations looking to deliver a personalized experience.

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Let’s take a look at the top 3 data hurdles organizations must clear in order to provide a personalized customer experience:

  1. Lack of a Single View – Without a complete view of all consumer data, it’s difficult to know who your members are and how to anticipate their response at any given time.
  2. Lack of Ability to Gain and Apply Insights Quickly – To create a personalized experience in the moment, you can’t limit yourself to optimizing it for one channel, nor can you solely rely on historical and basic member profile data. 
  3. Lack of Internal Resources to Execute – Securing internal resources to execute a personalization strategy is another major challenge. A recent study by Forrester reveals 66% of marketers stated this is a major obstacle for implementing personalized marketing programs

While personalization in any industry is critical, one industry that is reaping the benefits is the healthcare industry. While the move to personalized experience has been slow, organizations that are implementing personalization tools are seeing an increase in engagement and a reduction in cost – two critical goals. Join us for a complimentary webinar to learn how leading healthcare organizations are using personalization to improve the patient and member experience.

About the Author

Kate Tuttle is a senior marketing professional with more than 13 years of marketing experience in both B2B and B2C environments. She has more than 7 years of healthcare industry experience and is passionate about technology and its impact on consumer experience.

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