The strategies of companies to offer personaliz experiences to their customers were the central focus of the last DEC Friday , which includ the participation of Microsoft , Grupo Liberty , Finn Ventures , xeerpa and Prodware .
The event, organiz by the Spanish Association for the Development of Customer Experience (DEC) and sponsor by Prodware, took place at the Microsoft Iberia headquarters in Madrid, under the title Intelligent Personalization , and was attend by nearly a hundr professionals.
The session was present
Moderat by Cécile Rénier , CPE director list of italy consumer email of Microsoft Ibérica, who provid the data that only 23% of companies are investing in intelligent personalization, with the impact that this has on sales. According to Rénier, “in 2020, Customer Experience will be the most important thing, that is, it will have more weight than price or product in the perception of the brand.” Therefore, she highlight that Microsoft’s strategy in this regard is “to anticipate, be prictive and give the customer what they are going to ne.”
Luis Pérez Ureña , former Global Director of Retail Banking Commercial Management at Grupo Santander and founder of Finn Ventures, point out how the way of serving customers is changing very quickly, so large companies and traditional banks must adapt if they want to survive. “Banks still have the challenge of converting digital channels so that, rather than transactions, they are relationships.” For Pérez Ureña, in a context of ruc branches, technology will be key to Customer Experience. “99% of sales are made in the branch, but customers do not like to go to the office. Digital channels today are still merely for services, but technology will not only allow personaliz attention and detect emotions, but it will also do so at a lower price,” he stress.
The opportunity of social mia
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Gerardo Laino , manager of Customer Experience, Miators and Brand at the Liberty Group, stress the difficulty that companies in sectors such as Banking and Insurance have in having their own personality and adapting to changes. He point out the importance of analytics in the service of experience, which is already beginning to interpreting customer experience doesn’t mean measuring data translate into business for the company, by allowing them to know what level of service to provide to a given person. “For us,” Laino add, “the change has been worthwhile, as we have increas retention and the number of satisfi customers,” also highlighting the increase in satisfaction among the company’s own employees.
The opportunities offer by social networks to get to know customers and improve the efficiency of marketing campaigns was the aspect that Andrés Mercader , co-founder and italy numbers business manager of the xeerpa platform, stress. “Until now, what has been done at best is to listen to customers, but now it is possible to get to know them better, thanks to profile analysis technology.” Mercader explain how companies such as Pascual, Iberia or Prisa use it to personalize their messages. “Segmenting helps us to increase the opening rate and multiply the CTR (Click Through Ratio),” he stress.