Today’s brands increasingly recognize that an exceptional, in-the-moment customer experience is a powerful way to differentiate themselves in a competitive marketplace. Yet, Adobe’s 2024 Digital Trends report shows there’s room for improvement: only 26% of customers rate their digital experiences with brands as “excellent,” highlighting a substantial gap between consumer expectations and the service they receive.
While companies often sit on vast amounts of valuable customer data, common missteps in handling this information can drive potential customers away. Adobe’s study sheds light on these data misuses and offers strategies to turn fleeting interactions into lasting customer loyalty.
Key Findings from Adobe’s 2024 Study
- 61% of customers say personalisation makes them more likely to buy.
- Only 26% of customers describe their digital experience with a familiar brand as “excellent.”
- Adobe’s Real-Time Customer Data Platform (RTCDP) emerges as a key tool, enabling businesses to create actionable, real-time customer profiles for improved customer engagement.
Are You Losing Customers? Data Pitfalls You Should Avoid
1. Failing to Personalise Customer Interactions
Adobe’s study reveals that companies prioritising personalisation achieve ten times the conversions of those with only basic customisation efforts. Additionally, 73% of consumers prefer brands that tailor their marketing materials, such as emails. Leveraging data to personalise experiences can help brands build loyalty through one-to-one interactions and open opportunities for targeted upselling.
With Adobe’s RTCDP, businesses can unify customer data from multiple touchpoints, crafting real-time customer profiles that allow for personalised messaging and tailored experiences that increase both conversions and loyalty.
2. Missing the Mark with AI-Driven Personalisation
Artificial intelligence is transforming customer experience by analysing complex data – from purchase history to browsing patterns – to uncover deeper insights and sharpen customer targeting. However, personalisation requires a constant stream of tailored content.
Generative AI, including Adobe GenStudio for Performance Marketing, enables brands to produce a vast range of content variations that adhere to brand guidelines and tone, essential for effective personalisation. According to Adobe’s research, companies that embrace personalisation strategies powered by AI see up to 40% more revenue growth than slower-growing organisations.
3. Falling Short on Online Support Options
Today’s customers expect swift issue resolution across their preferred channels. Nearly half of global consumers have reached out to brands via third-party messaging, apps, or websites over the past year. A positive experience can have a lasting impact: 86% of customers are willing to pay more for outstanding service, and 64% are more likely to recommend the brand.
For brands, the goal is to offer diverse support options while ensuring that each platform is connected, so customer details seamlessly follow across channels. This enables real-time assistance, strengthening loyalty and ensuring customer needs are met promptly.
4. Neglecting a Cohesive Omnichannel Strategy
Omnichannel marketing allows customers to navigate seamlessly across platforms, from social media to email, enhancing engagement and loyalty. Businesses that prioritise an integrated approach see substantial gains, with 80% reporting increased revenue and 72% reporting higher profitability.
Still, Adobe’s findings show that 37% of brand professionals lack a fully integrated omnichannel strategy. Adobe’s RTCDP helps address this by centralising real-time customer insights, allowing brands to engage customers at optimal times through their preferred channels.
5. Overlooking Spelling and Grammar in Onsite Content
Attention to detail in onsite content is crucial, as spelling errors on key pages like product descriptions or ordering sections can make a brand appear unprofessional. To avoid this, companies should regularly review and update their content for both accuracy and engagement. Adobe’s RTCDP can further assist by identifying where customers abandon the site, helping brands address specific areas that may need refinement.
By addressing these common missteps, brands can enhance customer satisfaction, build stronger relationships, and turn one-time buyers into loyal advocates. With tools like Adobe’s RTCDP, companies have the resources to meet customer expectations and thrive in an ever-evolving digital landscape.