I’ve been interviewed by CX Networks recently as a new member of their Network’s Advisory Board. It’s all about hyper-personalised marketing, AI, chatbots and conversational UI like Voice Devices and other cutting edge marketing concepts in today’s customer experience economy. Curious to your approach about taking customer experience to the next level and comments on my views.
Here is an excerpt:
We speak to one of the newest members of CX Network’s Advisory Board – Emmanuel Obadia,VP Marketing, EMEA Applications at Oracle about cutting edge marketing concepts in today’s customer experience economy.
Hyper-personalised marketing is a key trend in the industry, how in your opinion have we seen this develop in 2018?
Emmanuel: “We moved from interruption marketing to permission marketing thanks to Mr Seth Godin; to inbound and content marketing more recently. Now we’re really in the consent marketing era. This is the necessary progression, because the consumers are now in control.
“The industry expectation is to apply real-time, one-to-one, in-context personalisation at scale. In practice, this is difficult because the buyer’s journey is not linear at all and when your organisation becomes larger you will have different parts of the team working to address the customer experience for the marketing journey. It becomes even more difficult to do that in the context of the entire customer experience that goes across marketing, sales, ecommerce and customer service.
“A lot of companies have embarked on this mission to perform real-time, one-to-one, in-context personalisation at scale. But, according to a recent report I read in the UK, only 16% of organisations are able to adjust to customer experiences in real-time based on customer behaviour. Only 17% are able to adjust to the customer journey in a few hours. 25% say it takes more than a day because they’re going through manual processes.”
Read the entire interview on: CX Network | Introducing Oracle’s VP of EMEA Marketing