This article was based on the interview with Kathryn Murphy of Twilio by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
The podcast interview highlights the importance of centralizing customer data for personalization in marketing efforts. Kathryn Murphy from Twilio discusses how brands are increasingly focused on assembling unified customer profiles with preferences and consent in order to honor customer preferences and rights.
She emphasizes the need for brands to enforce consent and ensure that customer data is not sent to downstream systems that may break trust with the customer. This focus on centralizing and storing customer data is essential for personalization across the entire ecosystem inside a business.
One of the key challenges highlighted in the podcast is the lack of comprehensive customer data among brands. The speakers mention that only 16% of brands believe they have the data required to understand their customers’ needs, and only 19% say they have a comprehensive profile of their customers. This lack of data hinders brands from fully capitalizing on AI technology and delivering personalized experiences to their customers.
The speakers suggest that the key to overcoming this challenge lies in centralizing customer data and connecting disparate systems within a business. They introduce the concept of unified profiles, which bring together data from different systems such as marketing, commerce, and contact centers to create a single customer profile. By connecting data and using AI capabilities, brands can better understand their customers and engage with them in a more personalized and empathetic manner.
The podcast also touches on the importance of empathy and understanding in customer interactions. The speakers highlight the need for brands to avoid sending marketing messages immediately after a customer complaint and instead give them time to cool down and resolve their issue. By empathizing with customers and connecting data in a way that allows for a more personalized and understanding customer experience, brands can build trust and loyalty with their customers.
Centralizing customer data for personalization is essential for brands looking to build strong relationships with their customers. By prioritizing data security, enforcing consent, and connecting disparate systems to create unified customer profiles, brands can deliver personalized experiences that build trust and drive success in their marketing efforts. Emphasizing empathy and understanding in customer interactions further enhances the customer experience and fosters lasting relationships with consumers.
