To infinity and beyond: extending your customer experience journey
Discover how Standard Chartered Bank is personalizing customer journeys
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Millie Gillon, MD and global head of CX at Standard Chartered Bank recently discussed how the company is using its customer data to personalize customer journey management and increase customer centricity at CXN Live's CX Trends and Predictions event.
The session looked at how Standard Chartered Bank is transitioning to a better, more customer centric customer experience persepective by understanding who its customers are, including who its potential customers are and who will never be a customer. This data was then used to create and navigate towards a 'North Star' for personalized customer experiences.
Using data to truly personalize customer experiences
Gillon discussed how the company was using psychographics to understand its customers and how their behaviour is influenced. These enriched information bytes help brands provide customers with truly tailored experiences that treat consumers as individuals rather than one of many.
Enhancing customer communication
Gillon went on to share how the company has streamlined its customer communcation by using customer data to create five different customer personas. She explained that by assigning customers these personas, it allows the company to communicate more effectively with them. The personans let Standard Chartered Bank disseminate information to them in the way that suits them best.
