Personalized engagements across different channels are the way to go if companies want to improve customer experience and increase sales. According to James Gagliardi, chief product officer at e-commerce services provider Digital River Inc., maintaining consistency across channels, providing quality support services and using new technologies to keep up with evolving consumer habits is a huge challenge. Customer personalization relies on tools and tactics that can be correlated with business metrics, but measuring ROI across channels can be difficult, said Tom Treanor, head of global marketing at customer data platform maker Arm Treasure Data.
In its survey, the company said personalization is usually measured through the online shopping cart channel, followed by email and mobile channels. Firms that allocate at least 10% of their marketing budgets to personalization methods are likely to obtain a much better ROI than those that don’t. However, the majority of top companies do not adequately measure other channels, including email and mobile apps, said Treanor.