{"id":1130,"date":"2022-01-14T21:58:03","date_gmt":"2022-01-14T21:58:03","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/14\/how-to-deliver-relevant-customer-experiences\/"},"modified":"2022-01-14T21:58:03","modified_gmt":"2022-01-14T21:58:03","slug":"how-to-deliver-relevant-customer-experiences","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/14\/how-to-deliver-relevant-customer-experiences\/","title":{"rendered":"How to deliver relevant customer experiences"},"content":{"rendered":"

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Ross Moses, Senior Director of Analytics and Insights at the United States Soccer Federation, saw a need to re-evaluate how the organization interacted with its customer base. Despite the vast amount of digital resources available, he found it was failing to offer fans engaging experiences.<\/p>\n

\u201cWe were sitting on an outdated digital infrastructure \u2014 there wasn\u2019t much there,\u201d Moses said in his presentation at our MarTech conference<\/a>. \u201cWe had an outdated website, no mobile app, and a lot of manual tasks that we were using to track our customers. So, we knew that we had to invest heavily in this space.\u201d<\/p>\n

Getting your brand\u2019s digital infrastructure in place is important, but it\u2019s nothing without establishing strong customer connections. To do so, U.S. Soccer needed strategies and tools to better identify its customers \u2014 who they were and where they were coming from.<\/p>\n

\u201cThe next challenge was identifying our fans, getting the 360-degree view of the customer,\u201d Moses said. \u201cThis tends to be the Holy Grail, not just for us, but for a lot of businesses out there. Putting that in place would allow us to have that business intelligence to have more efficient feedback loops, and then enable personalization.\u201d<\/p>\n

Moses and his marketing team worked with customer data platform Treasure Data to develop a robust customer experience strategy. Here are some of the insights they gained in the process.<\/p>\n

Use automation to personalize experiences<\/h2>\n

Moses highlighted U.S. Soccer\u2019s loyalty program, which rewarded customers based on their interactions with the program. Using a CDP framework<\/a>, The organization was able to personalize each customer\u2019s experience with automated messaging that fit their group.<\/p>\n