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May - 2016 issue

CEM - How Personal can you get?

By Vignesh Anantharaj

There is no doubt the Customer Experience management was always going the personal way and is bound to be customized more and more for the individual. For example, I was browsing for a pair of shoes on Jabong, and 15 minutes later, Jabong drops a mail to me “You were looking at Nike Air Max Running Shoes, hurry before it’s sold out, also check out these other similar shoes”. If this wasn’t personal enough, the industry is already tapping into streams of first party data, CRM data and Voice of Customer (VoC) resources to build a predictive model and leverage the same for real time CEM experiences. Companies have been investing heavily in predictive modeling and they are now using these insights to deliver a very personalized treatment to customers.
At the end the consumer expects firms to understand their ultimate needs and as we go into 2016, the understanding will have to turn into anticipation. It is hence crucial for enterprises to start worrying about CEM deeply from today. Personalized hyper contextualization of data is poised to be the game changer here.

Many enterprises and e commerce portals realize that for the first time in 2015, mobile traffic overtook desktop traffic in key verticals such as clothing and electronics, although it might not be entirely true in the Indian market, it is bound to catch up in a big way. Another strong indication of this is the announcement made by Google in April 2015, wherein it stated that websites that are not mobile friendly are going to be heavily penalized in mobile search rankings. It is evident that all companies need to go mobile and start providing what customers want - relevant, high quality website experiences across devices. It is also important to not to underestimate the potential of the mobile platform as mobiles these days are capable of hosting a complete end to end user experience that can match, if not exceed, the desktop experience.

2016 is also poised to be the year where Customer Experience Management relies heavily on customer experience analytics. Analytics as we know is the backbone of the future of IT. We have spent enough years in developing software to accumulate data and now we have reached a stage wherein software is used to decipher the right data and deploy insights from the same to the right audience at the right time