How to personalize experiences to drive customer trust

Personalization

Barnes began the session by outlining the APAC region's distinct traits regarding customer experience (CX) delivery. Despite containing over 60 per cent of the world's population, the APAC region has not been an early adopter of the CX movement. However, the expansion of CX across industries in Asia has accelerated tremendously in recent years.

Barnes believes that we will begin to see more CX activity in the APAC region going forward as the abundance of brand choice increases. Organizations that are finding it hard to compete on product and price will look to CX to differentiate their offering.

Customer data and insights

In his session, Barnes also discussed strategies for overcoming a common challenge for CX practitioners, internal scepticism around data integrity. By finding the right ‘nuggets’ of data, Barnes notes that brands can customize experiences so they engage with individuals in a targeted and relevant manner. Barnes advises CX practitioners to think big, but start small while approaching data and personalization projects with an iterative mind-set. 

The session examined the task of delivering proactive experiences, where brands deploy tech to read customer behavior pre-emptively so they can implement fixes before concerns are even voiced by customers. He maintained that timely responses to  feedback data and customer signals are key and will indicate to the individual that they are a valued customer.

Watch the video to access Barnes' tips and insights on how to utilize a data-driven, personalized approach to CX to drive customer trust, loyalty and engagement.