Publicis Sapient

Customer Engagement Personalization

Offering Summary

Transform your organization to drive personalization at scale and deliver real returns. Create richer, more meaningful connections with your customers by knowing them, anticipating their wants, and seamlessly communicating with them across channels. From technology implementation to organizational enablement and execution, our Personalization solutions enable a clear pathway to realize value through a robust personalization strategy.

Solving Digital Transformation Challenges

Customers are increasingly expecting personalization—making improvement an imperative.

Of customers surveyed, 66% expect companies to understand their personal needs and expectations (Source: Twilio, 2022, State of Customer Engagement Report). In search of deeper customer relationships and higher customer lifetime value, large companies have invested millions in personalization technology. But despite years of effort, the personalized customer experience remains frustratingly out of reach for most. Simply ignoring personalization is not an option. In fact, pressure is increasing as customers expect ever more personalized experiences delivered seamlessly in their channels of choice.

So, what’s gone wrong? Key drivers of underperformance include:

Lack of clearly defined personalization strategy
Disconnect between Business, Marketing, Tech, and Data functions
Lack of customer-centric operating model
Data and technology fragmentation
Limited segmentation

What People Think Personalization Is…

Capabilities: Right capabilities that enable and track customer interactions and performance

Omnichannel experience design
KPIs and dashboards from customer to aggregate level
Value realization framework

Tools & Platforms: Right tools in place to enable the capabilities

Customer Data Platform and data management
Marketing Decision Engine and orchestration
Martech stack

What Personalization Actually Is…

AI/ML: Always-on personalization

At the right time
With the right message
To the right person

Operating Model: Right operating model and processes that link the capabilities together

Customer-centric operating model
Agile marketing processes
Business/Marketing/Tech/Data closely aligned

Change the Narrative with Publicis Sapient’s Personalization Offering

Our agile, customer-centric operating model puts the customer first and ensures cross-functional collaboration and alignment by optimizing your existing capabilities and prioritizing investments based on value. Using a proven ‘test and learn’ execution model, we enable efficient optimization, shifting the strategy and roadmap over time.

Define the Vision, Strategy, and Roadmap

What is the customer personalization vision, strategy, and execution plan to maximize benefits? Which segments should be prioritized?

Prioritize and Design Personalized Experiences

What are the use cases and customer journeys that should be prioritized?

Set Out Target State Data and Analytics/Marketing Engine Capabilities

What are the incremental data and analytics/marketing engine requirements to enable the strategy?

Define the Technology Capabilities

What are the technology requirements and capabilities to enable the strategy?

Set Your Personalization Strategy Up for Success with Publicis Sapient’s Full Suite of Customer Engagement Offerings:

Customer Data Platform (CDP): Bring together all relevant data to create a unified view of the customer.
Data Monetization: Turn your first-party data from a cost center into a revenue-generating asset.
Digital Identity: Plan for a cookieless future by enhancing your data strategy to enable hyper-personalization across external and internal experiences with full journey data.
Customer Loyalty: Reimagine your customer loyalty strategy with a holistic, systematic approach from experience design to redemption.

Collect Unify Analyze Activate

Ingest all sources of data in real time
Create a persistent 360 view and ID resolution
Generate ML-driven insight and opportunity
Connect to front-end platforms and orchestrate

Optimization

It pays to personalize—benefits include:

Increased brand affinity
Higher buying frequency and amount
Higher customer retention
Increased advocacy from customers
Increased marketing spend efficiency
Reduced acquisition cost
Increased revenue potential

What Sets Publicis Sapient Apart?

Numerous accelerators to support building and scaling personalization
Deep relationships with partners across the digital ecosystem
Expertise in delivering personalized omnichannel experiences that build loyalty—leading directly to earnings and customer lifetime value
A full portfolio of Customer Engagement solutions to support clients wherever they are in their personalization journey
From roadmap to design and build, we bring together the strength of the entire Publicis Groupe and ecosystem to enable a holistic strategy, technology, and organization structure

How We’ve Made an Impact

Global Retailer

The imperative for change:

Risk of post-pandemic plateauing of growth
Threat from digital native companies
Growth of personalized marketing and a cookieless future
Gaps in foundational marketing and technology capabilities

The transformative solution:

Defined a vision for personalized customer marketing and created top-down opportunity sizing to get the organization excited about the program
Set up four cross-functional pods to operate with a new agile marketing process in two-week sprint cycles
Defined multiyear value capture with a sprint-level plan and use cases in year one
Supported execution in pods to run two-week sprints and capture opportunity via manual e-mail personalization

The business impact:

~$2B value capture opportunity over the next five years
$135M+ incremental revenue captured in six months
5% lift in average order value vs. baseline

Global Pharma Company

The imperative for change:

Struggling with market performance and new challenger brands
A lack of customer centricity
Slow internal processes and systems were limiting personalization
Siloed workstreams were unable to communicate roadblocks

The transformative solution:

An integrated, data-driven, personalized marketing experience to boost customer engagement and conversion:

Precision targeting of audiences
Compelling, personalized content
Intelligent omnichannel delivery
Strategic customer data

The business impact:

~$700M estimated impact over three years

Beauty Care Brand

The imperative for change:

Unable to deliver one-to-one marketing
No single view of the customer with consumer data fragmented by brands/channels
A lack of integration between customer relationship management and personalization platforms
Disconnected marketing execution and ops

The transformative solution:

CDP implementation
Omnichannel personalization
Prioritized and executed five use cases in-market

The business impact:

57% increase in post-purchase sales
52% conversion rate increase in replenishment use case
32% incremental sales for at-risk use case

Let’s Connect

Jitender Batra, Managing Director – jitender.batra@publicissapient.com
Aj Dalal, Senior Managing Director – dalbert.dalal@publicis.com
Andre Engberts, VP Technology – andre.engberts@publicissapient.com
For more information, visit publicissapient.com/solutions.

Why Publicis Sapient

Publicis Sapient is a digital business transformation company. We partner with global organizations to help them create and sustain a competitive advantage in a world that is increasingly digital. We operate through our expert SPEED capabilities: Strategy and Consulting, Product, Experience, Engineering, and Data, which, combined with our culture of curiosity and deep industry knowledge, enables us to deliver meaningful impact to our clients’ businesses through reimagining the products and experiences their customers truly value. Our agile, data-driven approach equips our clients’ businesses for change, making digital the core of how they think and what they do. Publicis Sapient is the digital business transformation hub of Publicis Groupe with 20,000 people and over 50 offices worldwide. For more information, visit publicissapient.com.