Personalisation is one of the hottest topics in marketing right now and it’s a subject that’s close to Marcus Marchant’s heart.
The Group Chief Digital and Innovation Officer at QBE Insurance says despite the desire of companies to reach the Holy Grail of mass one-to-one personalisation, for most, the journey is only getting started with many organisations are being held back by legacy technology.
Regardless, Marchant believes personalisation can be achieved.
“There's a lot of opportunity still on the table to start with pretty basic personalisation and then mature out,” he says.
At QBE, marketing technology platform Sitecore is helping Marchant to improve the customer experience for the insurance business.
“Customers expect great digital experiences, and personalisation can be that hidden gem in simplifying the interaction friction and delivering that experience. They see what they want and they get what they want from the experience,” he says.
For organisations yet to begin the journey, Marchant merely suggests they get started. He says, “It can simply a case of dividing your audience into two, three or four segments, each with good interaction volumes, and testing the different personalisation attributes to understand what your impact could be.”