Eric Hansen, CTO and founder a SiteSpect, discusses the science of personalization with Diginomica’s Barb Mosher Zinke. From how a customer should feel about a personalized experience to the importance of companies having a core set of KPIs, Hansen shares his insights for tackling personalization challenges.
Today’s interview is with Eric J. Hansen, founder and Chief Technology Officer of SiteSpect, a leading software platform that offers optimization, testing, targeting, and personalization solutions that allows businesses to create superior customer experiences. Eric joins me today to talk about the potential of artificial intelligence (AI) in customer experience and personalisation, what brands should be thinking about and what they should be doing to prevent this.
Having worked with office supply giant Staples on boosting their digital CX, helping to increase engagement by 114%, SiteSpect discussed with FierceRetail the technology and strategies needed by today's retailers in order to develop truly personalized digital experiences.
Shopping online can feel a bit impersonal. It's all about looking at screens and filling virtual carts and not so much about having a rich experience. Many consumers long for just that kind of experience - one that's similar to walking into a store, looking at products, talking with an associate, and perhaps ultimately making a purchase.
For businesses, the biggest digital hurdle in 2017 is closing the customer experience (CX) gap. Recent Capgemini data reveals that 75 percent of businesses believe they are customer-centric - but with only 30 percent of consumers agreeing with this statement, there is a clear disconnect between what customers want and what businesses provide.
If retailers want to keep up with the likes of Amazon, which excels at providing that immediate gratification, they need to begin by addressing the very blueprint they operate on. While many have implemented ecommerce strategies and transitioned to an omnichannel approach, they're still struggling to generate revenue from digital properties. The answer to this critical issue lies in their approach to customer experience
A personalized experience is no longer an added feature of an e-commerce website - it's a deciding factor in whether connected consumers do business with a brand. Many e-commerce businesses are failing at digital innovation today because they're not optimizing their channels to meet individual customer preferences.
For the largest digital players in the world today such as Walmart, Amazon, and Target, security and compliance are an assumed part of their initiatives. However, as optimization, personalization, and overall customer experience become top priorities, data-driven initiatives are critical for digital businesses - large and small.
Today's connected travelers aren't just spending more time on mobile, their expectations for this channel are growing at the same time. A recent Google survey found that 90% of consumers booking or researching travel through mobile devices - such as smartphones or tablets - will switch to a different website or app if their needs aren't quickly met.
Early on SiteSpect’s founder, Eric Hansen, spent several years as a serial entrepreneur and digital consultant. In his work, he found many companies looking to experiment with the type of content and functionality they presented online to the end user. Often, they would be taking educated guesses to determine what factors impacted conversions and revenue. Using the living room in his home, Eric took his observations and teamed up with some experts to create a unique, patented approach.