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Giving Customer What They Want: : Personalized and Predictive Brand Experiences

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Introduction According to Forrester, the consumer landscape has changed. Consumers are more empowered than ever, have more choices available to them, and have greater expectations from the brands they purchase from and engage with. The recent State of the Connected Customer report by Salesforce polled over 7,000 consumers and business buyers to find out what those customer expectations are and how business leaders can respond to them. A significant finding from the report was that delivering personalized experiences drives customer loyalty. 70% of consumers said a company's understanding of their individual needs influences their loyalty, and 69% said the same of personalized customer care. According to the findings, 61% of Millennials are happy to share personal data if it leads to a more personalized in-store or online shopping experience, and 58% will share personal data to power product recommendations that match their needs. In addition to expecting a personalized experience, customers also expect companies to leverage their data to make predictions about their next likely action with a brand. By 2020, 75% of business buyers expect companies that can anticipate their needs and make relevant suggestions. For a company to effectively personalize customer experiences and anticipate customer actions, they need to have the right technology and capabilities in place. In today's current climate brands are facing increased scrutiny around data capture and privacy, and need to ensure ethical practices are in place around how data is collected and used. By providing a loyalty program, your brand is offering customers the ability to willingly opt-in and share their data with your brand in exchange for rewards, incentives and personalized experiences. In this whitepaper, we will outline the value of multichannel loyalty programs in their ability to capture data, create stronger insights, drive more personalized experiences, and help brands predict future behaviors. Loyalty. Engaged. 2

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