posted by Clint Miller
Personalization is one of the greatest mechanisms to grow and retain telco customers. From interactions that keep them informed of their data usage, to cross-sell offers for 2-play and 3-play discounts and features, customers want personal, relevant experiences in real-time.
But delivering these is not just a matter of creating apps. Every company moves through stages of maturity that impact their ability to deliver true personalization.
We call it the Stages of Personalization. We developed our theory by analyzing 23 billion push notifications sent by Localytics customers in 2018, and let the data tell us just what personalization can do for marketing campaigns. We found that you can put a brand’s marketing into one of four progressively more sophisticated stages based on the methods used to personalize messages. The more sophisticated the stage, the better the message performance.
But, we also found that brands are all over the place when it comes to which stage they’re in. Not surprising since every company goes through digital transformation at different rates. Some telcos are already at an advanced stage, while others are just beginning to undergo true digital transformation. No matter your brand’s current sophistication, there are clear advantages to moving to the next stage.
For example, brands that moved from Stage 2 to Stage 3 saw a 68% higher click-through conversion rate.
Unlike what many assume, personalization is not a “either you do it or you don’t” thing. You can use various degrees of personalization, as we’ll see.
What makes up personalization? At Localytics, we define it as audience + message + timing.
So, what are the four Stages of Personalization?
Wherever you are in your Personalization journey, keep moving toward the next level. The majority of brands are in Stage 2 and 3. Every incremental move forward means an increase in conversion and improved loyalty in customers. With today’s telco market near saturation, delivering personalized experiences that drive retention is the best way to stay competitive and relevant.
Download our Stages of Personalization ebook for full details.
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