Post by wekeve7933 on Dec 5, 2023 10:02:11 GMT 1
On average, French brands report collecting nine different types of data about online customers, ranging from transactional details to behavioral trends.
However, at a time when everyone is only talking about Phone Number personalization, brands seem somewhat overwhelmed by this overflow of data...
Sitecore, the global leader in customer experience management software, has just published the findings of a global study carried out in partnership with Vanson Bourne.
This study analyzes responses from 6,800 consumers and 680 marketers and IT specialists to understand how brands manage, secure and analyze the data they collect from consumers, before using it to deliver a customer experience more personalized.
Conducted across 14 countries, the study also examined consumers' trust in sharing data, their expectations of the experiences brands subsequently deliver to them, and their thoughts about personalization.
Poorly used data = poor personalization
The study found that as brands face the challenge of a data-driven approach, and while 79% truly prioritize personalization, they struggle to manage and leverage customer data to inform their customer experience management strategies and deliver on their personalization promises.
As a result, customers are admitting that many brands actually offer “ bad personalization ” that, upon further analysis, turns out to be anything but personalization.
An overwhelming majority of consumers surveyed (96% overall and 97% in France) believe that poor personalization is a reality ; They cite in particular examples of brands using obsolete information about themselves (59% and 57% in France), of brands using incorrect personal information (57% and 53% in France) and of brands formulating hypotheses concerning their wishes on the basis of a single interaction (54% and 51% in France).
An overwhelming amount of data
For brands, poorly personalized experiences are often the result of an overwhelming amount of data and the complexities that arise around its management .
On average, brands report collecting eight different types of data (nine in France) about online customers, from transactional details to insights and behavioral trends.
However, around a third of the brands surveyed (31% but only 18% in France) mention the lack of skills required to correctly exploit or analyze the data collected, while 42% of them (and only 22% in France) do not do not have the capacity to integrate data collection. Only 12% (as in France) have the capacity to collect data online at the individual level (rather than on a consumer segment).
“Customers openly provide the insights that allow brands to understand their wants and needs, but brands fail to honor their end of the deal,” says Scott Anderson, chief marketing officer of Sitecore.
“The level of demand from today's consumers, coupled with brand marketers' dissatisfaction with the tools and resources at their disposal, suggests that brands need to take urgent action to improve their ability to collect, connect, analyze and leverage customer data.
However, at a time when everyone is only talking about Phone Number personalization, brands seem somewhat overwhelmed by this overflow of data...
Sitecore, the global leader in customer experience management software, has just published the findings of a global study carried out in partnership with Vanson Bourne.
This study analyzes responses from 6,800 consumers and 680 marketers and IT specialists to understand how brands manage, secure and analyze the data they collect from consumers, before using it to deliver a customer experience more personalized.
Conducted across 14 countries, the study also examined consumers' trust in sharing data, their expectations of the experiences brands subsequently deliver to them, and their thoughts about personalization.
Poorly used data = poor personalization
The study found that as brands face the challenge of a data-driven approach, and while 79% truly prioritize personalization, they struggle to manage and leverage customer data to inform their customer experience management strategies and deliver on their personalization promises.
As a result, customers are admitting that many brands actually offer “ bad personalization ” that, upon further analysis, turns out to be anything but personalization.
An overwhelming majority of consumers surveyed (96% overall and 97% in France) believe that poor personalization is a reality ; They cite in particular examples of brands using obsolete information about themselves (59% and 57% in France), of brands using incorrect personal information (57% and 53% in France) and of brands formulating hypotheses concerning their wishes on the basis of a single interaction (54% and 51% in France).
An overwhelming amount of data
For brands, poorly personalized experiences are often the result of an overwhelming amount of data and the complexities that arise around its management .
On average, brands report collecting eight different types of data (nine in France) about online customers, from transactional details to insights and behavioral trends.
However, around a third of the brands surveyed (31% but only 18% in France) mention the lack of skills required to correctly exploit or analyze the data collected, while 42% of them (and only 22% in France) do not do not have the capacity to integrate data collection. Only 12% (as in France) have the capacity to collect data online at the individual level (rather than on a consumer segment).
“Customers openly provide the insights that allow brands to understand their wants and needs, but brands fail to honor their end of the deal,” says Scott Anderson, chief marketing officer of Sitecore.
“The level of demand from today's consumers, coupled with brand marketers' dissatisfaction with the tools and resources at their disposal, suggests that brands need to take urgent action to improve their ability to collect, connect, analyze and leverage customer data.