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 strategy to organizational enablement and execution to technology implementation, our Personalization solutions enable value realization.

Solving Digital Transformation Challenges

Most brands struggle to realize the value potential in personalization, while customers increasingly expect it—making improvement an imperative.

66% of customers surveyed expect companies to understand their personal needs and expectations. 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…

Strategy & Experience

…to meet customer expectations and deliver value to the organization:

Comprehensive vision and value case
Omnichannel experience and journey design
Customer segmentation and intelligence around needs and intent

Tools & Platforms

…to enable experiences and optimize performance:

Customer Data Platform
Decision Engine & orchestration
MarTech stack
KPIs, dashboards, and value realization

What Is Required…

Always-on Personalization

…enabled by AI/ML:

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

Operating Model

…for a customer-centric organization:

Customer-Centric Op Model
Agile Marketing processes with cross-functional teams
Marketing/Sales/Tech/Data/Servicing alignment

Always-on Personalization (enabled by AI/ML):

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

Source: Twilio (2022), State of Customer Engagement Report

A Comprehensive 7-Pillar Framework

We apply a comprehensive 7-pillar framework to define and prioritize target state capabilities and where to invest:

Personalization Strategy: Defining the vision, operating model, business case, and roadmap
Customer Data & Analytics: Data collection, governance & privacy, identity, predictive modeling, and insights
Marketing Decision Engine: Orchestration and business rules to deliver the next best action to prospects & customers
Personalized Experiences: Design and delivery of experiences tailored to customer segment needs
Value Realization: Ongoing ROI measurement & customer feedback to ensure business value
MarTech and AdTech: Tech capabilities (e.g., CDP) to enable marketing use cases and strategy
Organizational Enablement and Execution: Governance, change management, and op model implementation to effectively execute the strategy

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, refining the strategy, roadmap, and data technology capabilities to implement based on learnings.

Strategy → Agile Marketing Test & Learn → Implement

What We Do

Cross-capability team of Management Consulting, Experience, Data, and Tech Strategists define the business case and roadmap across our 7-pillar personalization framework
Stand up agile marketing pod(s); after a few weeks, initiate testing personalization use cases in-market using existing capabilities
Build out new data and tech capabilities leveraging Agile development principles and ensure value realization from the investment

Key Outcomes

Business value potential defined, organizational alignment created, and implementation roadmap tied to value defined
Incremental revenue generation and additional investment unlocked by proving value potential; initiate change management to agile marketing op model for future scaling
New capabilities enabled that will drive bottom line impact and customer satisfaction

Publicis Sapient’s Full Suite of Customer Engagement Offerings

Our offerings tie directly into our Personalization solution and set your company’s personalization strategy up for success:

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.

It Pays to Personalize—Benefits Include:

Increased revenue
Higher customer retention
Increased brand affinity
Increased advocacy from customers
Increased marketing spend efficiency
Reduced customer acquisition cost

What Sets Publicis Sapient Apart?

We have several accelerators to support creating your personalization strategy, executing use cases, and building and scaling personalization capabilities.
We have deep relationships with partners across the MarTech ecosystem.
We enable brands to deliver personalized omnichannel experiences and build customer loyalty that leads directly to incremental earnings and customer lifetime value.
We bring cross-functional teams across Strategy, Product, Experience, Engineering, and Data & AI to deliver integrated and comprehensive solutions and bridge the gap from strategy to execution.
We bring together the strength of the entire Publicis Groupe, including Media expertise, Digital Identity, and Third-Party Data solutions.
We offer a full and complementary portfolio of customer engagement solutions to support you wherever you are in your personalization and broader customer engagement journey.

How We’ve Made an Impact

Global Retailer

The imperative for change:

Siloed teams and a fragmented customer experience
Customer segments and needs were not well understood
No clear linkage between vision and short-term value creation
Disconnected data and time-consuming insight generation

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 new agile marketing processes and test personalization use cases in-market
Aligned multi-year value capture plan with sprint-level planning and targets
Stood up customer marketing data testing environment to enable pod teams to generate insights on-demand and measure the impact of use cases

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 (for prioritized use cases tested):

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@publicissapient.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.