WEBVTT

1
00:00:00.589 --> 00:00:03.690
(tranquil music)

2
00:00:03.690 --> 00:00:08.690
<v ->Personalization is pervading so many interactions we have</v>

3
00:00:09.250 --> 00:00:11.880
with many different kinds of companies.

4
00:00:11.880 --> 00:00:14.410
It's really started in terms of

5
00:00:14.410 --> 00:00:18.900
native digital companies: Uber, Amazon,

6
00:00:18.900 --> 00:00:21.260
where data that we know

7
00:00:21.260 --> 00:00:22.860
that the company has about us

8
00:00:22.860 --> 00:00:25.370
is used to enhance the experience.

9
00:00:25.370 --> 00:00:27.510
<v ->One customer put this really well</v>

10
00:00:27.510 --> 00:00:28.710
when I was talking to her,

11
00:00:28.710 --> 00:00:32.550
she said, "I may not have chosen to live in a world

12
00:00:32.550 --> 00:00:34.910
where brands have this much information about me

13
00:00:34.910 --> 00:00:36.760
but the fact is that we do.

14
00:00:36.760 --> 00:00:39.310
And therefore, I expect brands

15
00:00:39.310 --> 00:00:41.540
to personalize that experience for me,

16
00:00:41.540 --> 00:00:44.380
make it convenient, make it easy."

17
00:00:44.380 --> 00:00:46.880
And that's what you're seeing customers expecting.

18
00:00:49.330 --> 00:00:51.590
<v ->Achieving this personalization experience</v>

19
00:00:51.590 --> 00:00:54.017
comes right from the start of saying,

20
00:00:54.017 --> 00:00:58.850
"You want to use the data to improve that experience."

21
00:00:58.850 --> 00:01:01.750
It starts with a very deliberate thinking

22
00:01:01.750 --> 00:01:04.580
of bringing information into every interaction.

23
00:01:04.580 --> 00:01:07.460
<v ->To get to a truly personalized experience,</v>

24
00:01:07.460 --> 00:01:09.140
start with the messaging.

25
00:01:09.140 --> 00:01:12.860
What experience am I trying to create for the customer?

26
00:01:12.860 --> 00:01:15.070
Then you take data as the fuel

27
00:01:15.070 --> 00:01:17.410
and inject it across the business

28
00:01:17.410 --> 00:01:20.180
building that single customer data platform

29
00:01:20.180 --> 00:01:21.970
to power your experiences.

30
00:01:21.970 --> 00:01:24.440
<v ->As companies are bringing personalization</v>

31
00:01:24.440 --> 00:01:26.660
into their customer experience,

32
00:01:26.660 --> 00:01:29.570
we feel they need to build what we call

33
00:01:29.570 --> 00:01:32.740
intelligent experience engines.

34
00:01:32.740 --> 00:01:35.130
We think of that as an engine

35
00:01:35.130 --> 00:01:38.340
because it has to constantly be powered.

36
00:01:38.340 --> 00:01:41.310
It'll always be fed by more and more information

37
00:01:41.310 --> 00:01:43.210
that you gather over time.

38
00:01:43.210 --> 00:01:46.930
<v ->So obviously one of the key challenges is technology.</v>

39
00:01:46.930 --> 00:01:48.977
And I always tell my clients,

40
00:01:48.977 --> 00:01:50.730
"Start with no tech.

41
00:01:50.730 --> 00:01:54.140
What if you just used what you had today instead of waiting

42
00:01:54.140 --> 00:01:57.740
for two years from now for the perfect tech to arrive?"

43
00:01:57.740 --> 00:01:59.510
The other piece is

44
00:01:59.510 --> 00:02:01.197
the agile ways of working.

45
00:02:01.197 --> 00:02:04.240
How do you get the teams quickly focused

46
00:02:04.240 --> 00:02:06.620
on a few areas, a few use cases,

47
00:02:06.620 --> 00:02:08.840
where marketing, analytics,

48
00:02:08.840 --> 00:02:12.000
and technology can come together to drive results?

49
00:02:12.000 --> 00:02:15.230
<v ->And then last, but in fact, most importantly,</v>

50
00:02:15.230 --> 00:02:18.810
you've got to have a total attitude towards

51
00:02:18.810 --> 00:02:21.310
nonstop, relentless test and learn.

52
00:02:21.310 --> 00:02:24.657
<v ->We've done this across 100 brands globally,</v>

53
00:02:24.657 --> 00:02:28.790
and we consistently see 6% to 10% increases

54
00:02:28.790 --> 00:02:30.420
in incremental revenue.

55
00:02:30.420 --> 00:02:33.350
What I think is even more exciting though for marketers

56
00:02:33.350 --> 00:02:35.730
is that you see a doubling or a tripling

57
00:02:35.730 --> 00:02:37.040
of customer engagement.

58
00:02:37.040 --> 00:02:39.980
<v ->It is a major change,</v>

59
00:02:39.980 --> 00:02:42.190
but it's a critical priority

60
00:02:42.190 --> 00:02:44.944
that many brands will need to pursue.

61
00:02:44.944 --> 00:02:47.694
(tranquil music)