The biggest brands in the world are all now setting their sights on the smallest marketplace in the world, the marketplace of one. With the development of Customer Experience Management, large companies are turning to CXM systems with the aim of treating each and every customer as a unique market, and by understanding each customer, their marketing can then be tailored to appeal to and ‘wow’ each and every individual.

By analysing a customer’s order history, you can begin to anticipate their order future. When combined with insights gleaned from the analysis of ‘big data’ it allows large companies to give their customers a tailored service, where often they seem almost able to predict other products or services the customer would also like, which at its very best almost knows their future needs, and as importantly seldom delivers to them information which is irrelevant or of little interest.

Big data analysis allows companies to see for example that of all its customers that ordered product A and product F, 30% went on to order Product Z, and therefore Product Z might be pro-actively suggested to the remaining 70% that ordered A and F since a significant trend was detected. This of course is a very simplistic example, and in reality the data might yield much more subtle trend information that can be used.

Coupled with analysis of customer data is seeking VoC (Voice of the Customer) as often as possible, and from as many touchpoints as they are able i.e. their website, call centres, stores etc. The implementation of a customer feedback scheme is now viewed by many big corporations as imperative and an integral part of CXM, and its importance is also increasingly being seen by SMEs seeking to really get to know their customers.

An effective feedback scheme allows companies to understand the ‘mood’ of their customers, and see where the CX has fallen short in the eyes of the customer themselves. Since they are usually closed loop feedback schemes, they are also used to be pro-active and perform customer rescues as required.

With the exception of new business or product launches, the days of fixed message mass marketing campaigns from large companies seem set to diminish. Technology is now beginning to allow them to be replaced by marketing tailored to the individual but at volume, leading to a massively increased ROI since the information being received by each customer is more relevant, and more likely to result in a take-up.

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