Hello, what's your name? Where are you from? What's your favourite colour? What's your gender? Can I have your mobile number? What's your star sign? Where do you like to shop? Are you satisfied with your purchases? What size do you usually wear? Do you like this top? How did you get here?
That's a lot, right?
Enter Progressive Profiling.
For many, the term brings to mind a notion of qualifying and triaging marketing leads in a database somewhere. In the context of CX progressive profiling means something different. No longer are we focused on getting customers through the metaphorical or, mind you, physical door, instead, we focus on getting to know our existing customers better and enabling account-based experiences over the course of a relationship.
As with most things in CX strategy, progressive profiling is best approached with the end in mind, that means getting clear on:
- Understand what your perfect profile looks like?
- What value does each field provide to the customer and to the brand?
- What are all the experiences within which you can build this profile?
- What’s the minimum information required to create a profile?
- How do we measure the health of information entered?
- How can a profile grow across channels?
- Where, how and if, profiling questions align with customer lifecycle stages
Despite the overwhelm induced by the hyperbole above, generally speaking, brands best customers want to share information that makes their shopping lives easier - things like not having to remember what size they wear or entering delivery and payment information every time they checkout. They just want to do it when it makes sense for them.
There are even some unicorn-like advocates, who want a brand to know their eye colour as soon as they walk into a store (I’m looking at you blue eyes) all of these valuable people deserve to be catered to.
What this means, is that brands need to design experiences in which all information can be captured anywhere, anytime. Whether it's done by a staff member, accessible on my account page of a website or littered throughout the online shopping journey. If a customer is ready and willing, brands need to be equipped to facilitate.
Fortunately for those already aboard the Omneo train, there are three key offerings that help you enable just that:
Triggering in-store notification for staff at POS when customer information is missing.
Enabling logged in customers to be notified about missing information, allowing them to update and interact their profile without leaving the shopping experience. With real-time syncing.
Creating a conversation with customers missing profile information and enabling them to update it is made easy through the Omneos profile portal and integrations with most major communication platforms.
Keep to nail down progressive profiling? Get in touch to enable relevant Omneo elements and extensions.