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TRANSCEND19 Shines a Light on the Personalized Customer Experience

John Nash | April 10, 2019

We chose to name RedPoint’s customer conferences Transcend because the word perfectly captures what enterprises are trying to do – go beyond limits to deliver differentiated customer experiences. This includes dual goals to transcend limitations both from a technology standpoint and a human standpoint.

While technology certainly played a prominent role at TRANSCEND19 – held April 4-5 at the Seaport Hotel in Boston – the human element took center stage as many customers shared how they’re partnering with RedPoint to ultimately drive a superior customer experience – in ways that also profitably grow revenue.

As a GoDaddy executive explained in a session about the real-time personalization of the customer experience, the GoDaddy customer doesn’t really know or care about the underlying technology when they place a call to the care center. They just expect the agent to know everything about them and their account when they pick up the phone.

With RedPoint delivering real-time decisioning, agents instantly know who they’re working with, where that customer is in their small business lifecycle, and what the customer needs help with. Agents can now instantly change the priority or routing of a call based on a customer’s needs, which GoDaddy explained was the first capability enabled by RedPoint. This process combines data from up to 70 different sources and products and makes it available to the call center in real time. “Stitching together a personalized customer care experience is critical,” the executive recounted during a customer panel.

The Importance of a Human Connection

RedPoint CEO Dale Renner made the same point during the opening TRANSCEND19 keynote. “We create a human connection with the brands and companies we choose to interact with,” he said. “When we as consumers feel as if a brand doesn’t understand us, or if we’re not being treated as an individual, brands will fail to deliver against our expectations no matter the product or service being sold.”

Renner said that creating a superior customer experience requires a brand to transcend the status quo and break free from key constraints. With potentially dozens of marketing technology solutions and siloed data, there are many barriers to having access to information that can help personalize the customer experience. Fragmented data and multiple systems introduce customer friction, and act as a barrier to building a lasting customer relationship.

When a company recognizes that marketing is a mission-critical, revenue-generating capability, they invest in technology to shorten the path between data and revenue and drive sustainable growth.

To be a pivotal leader in digital transformation efforts requires excelling at five core capabilities, Renner explained. These capabilities are:

  • Identity – knowing everything there is to know about a customer across anonymous-to-known journey stages and capture it in an always-on golden record
  • Personalization – understanding a customer well enough to create a relationship relevant to the customer over time.
  • Continuous Intelligence – Embedding intelligence into the real-time decisioning process; finding new insights and making them available to drive decisioning with intelligence embedded in every journey stage
  • Operationalization – Continuous automation with an always-running, always-testing platform that provides a single point of control over decisions and interactions
  • Compliance – A compliance overlay touches everything that marketing is doing; marketing must take the business lead on compliance initiatives that are top of mind for organizations adapting to GDPR, CCPA, and other regulations that guard the privacy of consumer data

Embracing Technology to Keep the “Corner Store” Feel

Aubuchon Hardware CEO Will Aubuchon echoed many of these core themes during a session on omnichannel customer engagement strategies for growth-oriented retailers. Aubuchon Hardware, founded by Aubuchon’s great-grandfather in 1908, has thrived on creating a personalized experience and human connection since the early days. Aubuchon explained that the stores didn’t even have telephones until 1992, or its first point of sale (POS) system until 1998, because his forebears in the family business were concerned that technology would detract from the direct relationship with a customer.

Recognizing that growth prevented this type of connection without technology, yet still wanting to retain that “corner store” ambiance, Aubuchon Hardware partnered with RedPoint to execute a customer engagement strategy that reinforces the human connection.

The goal, Aubuchon said, is to deliver a personalized, more direct, omnichannel experience to the customer. He cited as an example of the importance of including paint color in a customer’s golden record to create a seamless re-ordering process. Because color is stored in a different system than the paint SKU, something that seems so easy – recognizing a customer’s previous order – can actually be quite difficult. By having all the information in a golden record, Aubuchon creates a seamless, frictionless experience that recognizes a customer’s behaviors and treats them as a valued, returning customer rather than having to start the process from scratch.

“We want to know you, and to get to know you better,” Aubuchon said. “That’s why we’re shifting our marketing strategy to a more personalized approach. … This is a huge strategic imperative for us; it’s not a side project.”

Consumerism in Healthcare

While retail is one of the first markets to embrace personalization and digital transformation, other industries are also seeing the benefits of creating a single point of control for consumer data.

Craig Thomas, the CEO/Co-founder of Lucerna Health highlighted similar topics in a session on innovating business models to support health consumerism. Lucerna Health, which provides end-to-end value-based care (VBC) operating system to connect providers and payers, recently partnered with RedPoint to optimize communications and care through personalized engagement.

The healthcare industry, Thomas said, is shifting to a VBC approach to lower cost and increase transparency. Health consumerism – empowering the health consumer with choice and transparency – is the “building block of the (VBC) strategy,” Thomas said. Doing so means bringing engagement to healthcare, which brings up challenges that are familiar to marketers in any industry. The strategy depends on knowing consumers at a refined level, establishing an ongoing relationship throughout the year, and implementing a solution architecture that aligns payers with providers.

Thomas highlighted a real-world example of one Lucerna Health partner who, using RedPoint, built a solution architecture that integrates all consumer data, clinical data, payer data, and provider data with a coordinated care dataset that includes all patient engagements, visits, payer programs, and referral programs. With VBC the goal, tight data coordination allows the partner to measure program results not by traditional metrics such as open rates, but by bottom-line results such as the number of care-enhancing visits.

“With RedPoint, you’re able to design and deliver impactful campaigns as fast as you can think of them,” Thomas said.

Closing the Customer Experience Gap

In addition to GoDaddy, Aubuchon Hardware, and Lucerna Health, TRANSCEND19 showcased a session from DISH Network, sponsor sessions from Genpact, LiveRamp, Amberleaf, PossibleNOW (Relevancy Group and Merkle were additional sponsors), and in-depth product sessions on RedPoint AI Studio, RedPoint Customer Engagement Hub, and RedPoint Interaction.

Topics covered included best practices for consumer data privacy, the single customer view, customer data curation, and NoSQL and document databases.

The two full days of information and education were all in some way, shape, or form related to an urgent concern among brands in every industry: to deliver a personalized customer experience.

The delivery of a personalized, real time customer experience is elusive for many of today’s businesses. RedPoint recently commissioned Harris Poll for a benchmark study on the evolving customer experience and what it means for marketers. “Addressing the Gaps in Customer Experience” revealed that consumers are nearly twice as likely than marketers to say that expectations for a personalized experience are falling short of the excellence required to be differentiated.

With TRANSCEND19 in the books, many RedPoint customers and partners are closer than before in closing that gap – and their end customers are noticing the results.

Delivering a personalized experience at the cadence of the customer, which is real-time for many, is the brass ring of what marketers can do when they transcend their limitations, a lesson that TRANSCEND19 attendees took to heart over two days in Boston.

If you attended, we’d love to hear your thoughts on the event to help us improve your experience for our next customer conference. Please leave us a comment below, and thank you for attending!

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John Nash
John Nash

John Nash has spent his career helping businesses grow revenue through the application of advanced technologies, analytics, and business model innovations. As Chief Marketing and Strategy Officer at RedPoint Global, John is responsible for developing new markets, launching new solutions, building brand awareness, generating pipeline growth, and advancing thought leadership. Connect with John on LinkedIn.