Great article from McKinsey on the topic of personalised marketing for retailers - which could equally apply to financial services organisations. The research collected data from 60 consumers who created mobile diaries of their personalised interactions with various brands over two weeks. The output is extremely insightful and further underlines the need for organisations to use the marketing capability of Pega to get the right message to the right consumer at the right time on the right channel. Easy right?!
What customers want and what businesses think they want are often two different things. Here’s what customers are looking for. Anyone who has gotten an unsolicited and irrelevant offer related to something they’ve done online knows that creepy feeling that someone is watching me. This kind of reaction is the third rail of today’s drive to personalize interactions with customers. That’s a problem because, when done right, personalization can be a huge boon for retailers and consumers. Targeted communications that are relevant and useful can create lasting customer loyalty and drive revenue growth of 10 to 30 percent. The challenge is to personalize in a way that doesn’t cross lines and delivers genuine value and relevance. But how do you know? Stay current on your favorite topics Subscribe