Wednesday, September 7th, 2016 | 5 min read
Customer data is a good thing. You’d be hard pressed to find anyone who disagrees with that statement because after all, knowledge is power, right?
Well sure, but here’s the problem—these days, there’s so much customer data out there that it’s difficult for companies to harness it properly. The primary reason is that for decades, businesses have stored data in a siloed manner, making it difficult—if not impossible—to generate a unified view of their customers.
A slew of data spread across myriad legacy systems has value, but is much less useful than the sum of its parts.
The social age has generated a mountain of unstructured data, and in the retail industry especially, companies are stumbling over the piles of customer data that are emerging from the information that consumers provide about themselves every day.
Ironically, the bounty of facts and figures can lead to disjointed customer experiences.
Take, for example, a customer who receives ads for a product they just purchased. Their social feeds are full of these ads, and they’re reminded every day that the company from which they purchased something doesn’t really know or care about who they are.
In this case, the data accounting for the customer’s purchase history was too effective. The information drove the company’s advertising strategy even after it was no longer relevant.
And for customers who don’t like a brand, the experience can be even more unpleasant. Customers who receive ads for products they have no intention of buying are prone to posting negative content about the offending brand—only causing an unnecessary headache.
It’s frustrating for customers, and it’s harmful for the brands that are making these mistakes.
Through our integration with SAP Hybris—which comprises Hybris Marketing, Hybris Commerce and Hybris Cloud for Customer—we can create that vital, centralized view of your prospects and customers.
The partnership puts all the necessary data at marketers’ fingertips, and empowers brands to build a more seamless, meaningful customer experience. With SAP Hybris, Sprinklr can help brands not only prospect more effectively, but also engage with individual consumers on a personalized level, thus increasing retention rates and creating brand advocates in the process.
At its core, our partnership is designed to drive personalization. Customers are more connected and empowered than ever, and their expectations for the content that companies provide are only getting higher. Outbound marketing, regardless of channel, should be made up of content that is relevant without being redundant
If an outdoorsy customer is a big fan of canoes and fishing, and not much else, then a company shouldn’t send him ads about kayaks or women’s hiking shoes.
Through his shopping habits, email interactions, web activity on your site, and—where possible—his social activity, companies can better profile their customers so they’re sending the right message, in the right channel, at the right time.
And say that same customer ordered a shirt that didn’t fit correctly. This is not a serious issue on its own, but while he’s in the process of interacting with the company’s customer care center, he keeps receiving ads for that very product. Then it becomes a problem.
With the Sprinklr / SAP Hybris partnership, companies can know when to pump the brakes on redundant ad targeting—a valuable way to save money while providing a higher level of customer service.
What’s more, through the technology provided by the partnership, brands can gain a stronger understanding of what their customer base looks like, and use that knowledge to generate a lookalike audience for targeting.
With the right technology, and a commitment to a thoughtful rhythm of engagement (not just inundating their audiences with ads), retail companies can bolster their strategies and generate stronger customer relationships.
The partnership is a boon for social media practitioners across all industries. Today, they are playing a more important in overall business operations than ever before, whether by providing the ads team with consumer insights, working with ecommerce to build a more thoughtful purchase experience, or coordinating with customer care to improve the customer journey as a whole.
Indeed, as companies move forward in their digital, customer-first transformations, Sprinklr and SAP Hybris are leading the way.