Where customer engagement & UX intersect

Patricia Rollins, Head of Marketing at Typeform, delves into marketing data and customer experience. Traditionally, marketers have relied on static audience personas and targeted advertising, but this approach doesn't take into account the nuances of individual customers. Consumers today expect a more personalized experience, and with our access to data diminishing, marketers will need to focus on user behavior to fuel personalization. Today, Patricia discusses where customer engagement and user experience intersect.

About the speaker

Patricia Rollins

Typeform

Patricia is Head of Marketing at Typeform

Part 1The state of marketing data & analytics
Part 2 Where customer engagement & UX intersect

Show Notes

01:59

Typeform and customer engagement

Typeforms One Funnel solution unifies go-to-market teams tools and data, enabling more comprehensive customer journeys that prioritize personalization. Collecting data through engaging forms enables better decision-making and customization throughout the customer journey.
02:40

How Typeform makes onboarding engaging

Typeform's interactive, one-question-at-a-time format and visual appeal are key to creating a more engaging and enjoyable onboarding experience. Personalize the experience with conditional questions to tailor the onboarding process based on user responses.
04:46

AI powered personalization with Typeform

Typeform offers some AI integration for forms. When building out your form, you can prompt the AI with questions and it will provide a recommendation for you based on your prompts. In addition, Typeform is building out a product roadmap that includes AI.
05:31

Customer data touchpoints for personalized experiences

Touchpoints where companies can collect data to personalize the customer experience include website interactions, chat support, email, and content consumption. Companies should unify data from various touchpoints to deliver a seamless and personalized customer experience.
07:35

Behavior based personalization

Marketers must move away from relying on stereotypes to a more personalized approach based on customer behavior. Focus on individual behavior, purchasing habits, and assets viewed, to deliver more tailored and effective experiences.
10:40

How to achieve better personalization in marketing

Achieving better personalization will involve a combination of human insights and the development of predictive machine-learning models tailored to specific user cohorts. Trial and error will play a vital role in finding the right balance.
11:47

Blending traditional and digital marketing strategies

Marketers must embrace a blend of traditional and digital strategies, creating exclusive and engaging experiences for customers. This includes leveraging in-person events and strategic marketing moments, alongside digital, to build relationships and drive impactful engagement.

Quotes

"86% of consumers are expecting that personalized experience within their journey." - Patricia Rollins
"As marketers, we have to focus on the person. If we look at people's behaviors, their purchasing cycles, what they're viewing and doing on the website, we can provide a better-personalized experience." - Patricia Rollins
"I'm a firm believer that you're going to have to do integrated marketing. How can you leverage organic and non-paid channels with your paid channels, where everyone's playing together for that bigger exclusivity moment?" - Patricia Rollins
"All companies within their marketing strategy should have moments rather than always launching a new product or release. You're able to drive to a bigger announcement and have it be a bigger blast." - Patricia Rollins