Humanised Customer Segmentation; Trust and the Fall of Omnichannel

6 Highlights from CX Marketing Summit

On Thursday 13th June, DPL CCO Richard Robinson and Business Development Manager Jake Jacobs attended CX Marketing Summit 2019, from Engage Summits.  Below are their highlights from the day:

Transparency & Trust, crucial to Customer Engagement

Tom Rainsford, Director of Brand at Giff Gaff gave a particularly engaging, humorous and at the same time, insightful talk focussed around Trust, Transparency and Customer Engagement, a theme that was reiterated throughout the day.

A key point that Tom made was the interrelated nature of trust & transparency, and why they matter: transparency, Tom argued, creates grounds for trust, which in turn is a crucial ingredient to forming relationships. If you are able to create meaningful, trusting relationships with your customers, Tom continued, then you will be able to foster both loyalty and advocacy.

A Culture of Trust

Another excellent, multi-dimensional point that Tom made was around the necessity of embedding a culture of trust within your business. If you truly trust your people, then, Tom argued, that culture will be felt outside of your business by your customers.

Moreover, your business practices should also be honest and fair. Tom closed with this particularly resonant point that: If you’re worried that consumers might find out about what you’re doing; you really shouldn’t be doing it. Sage advice worth heeding in the age of digital interconnectedness.

Meet your customers where they are

This one was an interesting point from Gerry Brown of IDC which could be interpreted in a number of different ways, I interpreted it as this: When you’re designing customer experiences, it’s important to meet your customers where they are physically, where they are metaphorically in the buying journey but also where they are emotionally.

At DPL we have given businesses of all kinds and sizes the customer insights to be able to create humanised customer segmentation, but also to be able to design customer journeys that engage people on a deep, emotional level. Moreover, our approach includes continual feedback to optimize the interactions ensuring that as the state-of-mind of your customers changes, the actions taken to engage them change accordingly.

Delight possibly isn’t the optimum state for your customers to experience

Colin Shaw, Beyond Philosophy gave a very insightful talk on the psychological aspect of customer engagement. One of his opening points was this: If your customers are in a state of delight then they have been surprised.

He argued that for your customers to be surprised every time is not possible or at least suboptimal. Presumably, this is because it implies that in order to experience delight they would need to oscillate between this and disappointment. Such an inconsistent customer experience probably isn’t healthy.

An alternate interpretation could be that aiming for customer experiences that continually delight could be akin to aiming to surpass perfection. I.e. logically, this is impossible, however, if one aims for these optimal results but fall short, they are still likely to innovate and produce excellent customer experiences in the process.

Don’t do Omnichannel

The day was rounded off with a fantastic case study talk from Tom Belt and Rob Curran of JWT. It felt as though Omnichannel CX was very much the order of the day in 2017 and 2018. Contrary to this outlook, Tom and Rob argued that it is really tough to maintain an Omnichannel presence while maintaining a consistent brand voice and customer experience. Instead, they advocated selecting the channels that have demonstrated the best ROI in line with your optimum customer base. Again, the success of this strategy hinges very much on how well you know your customers.

At DPL, we regularly help businesses to figure out which channels they should be focussing their finite dollars on.  We do this by assessing their customer and prospect base and creating humanised customer segmentation that includes channel recommendations based on self-reported zero party data and observed online behaviour.