Driving Personalized Mobile Engagement with Customer Data
Published on 26 Jan 2017
In this guest post, Elizabeth Robillard, VP Partnerships at Lytics (the leading Customer Data Platform provider) shares her perspective on how to achieve better personalization when communicating with customers.
For those of us who have mobile relationships with consumers, the more context and information that you know about your customers, the better the experience you can create.
We’ve all received a push message at the right time that gave us a flight change notification, a breaking news story or a chance to buy a product before it sells out. These relevant and high-value messages are the foundation to a lasting relationship between a consumer and a brand.
The flip side of those great mobile moments are the ones that truly miss the mark — for example, a promotion to someone who is on the phone with customer support, a breaking news story that someone doesn’t care about, or the pushy message that causes someone to delete the app.
Personalized Messaging Based on Cross-Channel Activity
True personalization should take into account the full picture of your customer and how they interact with your brand.
Your customers are likely engaging with you over various channels at once: visiting your store, reading emails, browsing your website, calling customer support, or sharing content on social media. This creates a lot of customer data — and harnessing that power takes the right approach and an open set of tools that share customer data seamlessly.
Luckily, Lytics & Urban Airship provide these tools for brands. With our partnership, our joint customers can merge rich mobile data from Urban Airship with other channels and lifecycle data in Lytics to truly understand customer behavior — and deliver the great mobile moments that delight customers and drive results.
How Brands Use Customer Data to Increase Engagement
Here are some examples of how companies use this powerful combination of best in class tools:
A flash sale retailer customizes the email, mobile push notification and onsite experience to drive customers with an abandoned cart to take action before the product sells out.
A financial services company uses lifecycle stage (new customer, early adopter, power user, lifetime loyalist) to personalize a series of messages to drive adoption and upsell products that are stage appropriate for the customer.
A shopping mall uses geofencing to identify which customers visit “luxury” stores in the mall and targets them with luxury content on mobile to continue the relationship after they have left the store.
An e-commerce company suppresses all promotional communication for customers who are currently experiencing a negative support issue and instead sends up-to-date notifications about the status of the issue as well as win-back messages once the issue is resolved.
Whatever your use case, our advice remains the same: Start building up a customer profile across channels with a customer data platform like Lytics (read more about that here) and segment audiences more intentionally for mobile messaging through Urban Airship.
Personalized Messages Create More Value — for Your Customers & Your Business
There is no more personal messaging than a mobile push notification. With the right customer data under the hood, that message can be just-in-time and delightful.
Consumers today expect personalized messages no matter the channel. So our job as marketers is to use the tools and data we have to start to deliver on that promise one message at a time.
Want to understand how Urban Airship's tools worth to help you make every message more personalized? Contact us and let's talk through your use cases!