Oct 29, 2020
CX-Centric Strategies Using Contextual Personalisation
Unlock CX-centric growth with contextual personalisation. AI-driven strategies like Spotify Netflix boost engagement 35 percent higher for multicultural UK audiences
⏱ 4 min read
By mediareach
In today's digital world, customer journey alone is not enough to generate loyal consumers and brand advocates. Adapting to a wide variety of experiences through understanding different contexts, particularly in multicultural marketing, is the real path to better CX.
The journey has become increasingly complex and unpredictable, not linear. Managing data is key: gathering and analysing it is only one part. Knowing how to use it creatively requires a CX centric mindset.
PIs vs CPIs: Measuring What Matters to Customers
Being CX centric means prioritising customers' expectations instead of internal, conflicting team goals. That's where CPIs come in, not to replace KPIs, but to nourish them.
When companies focus only on KPIs, they can oversimplify the nuanced experience of different interactions, intentions and expectations. Even when the outcome is fulfilled, consumers have opinions about whether the process was easier, faster and more pleasant. That's what CX centred brands need to measure.
Metrics that qualify as a CPI are simply an outcome or part of the process that is important to the customer.
Harvard Business Review
Employees overly focused on KPIs can end up hurting relationships, like the salesperson too eager to sell who comes across as bothersome. CPIs transform those interactions by aligning company goals with customer success.
Contextual Enquiries and Accessibility
From social engagement to analytics, what brands learn about customers becomes powerful when categorised by context: behaviours that only happen at home, while driving, at work, in the morning, on weekends, and many other settings.
When companies observe customers in natural environments, they notice key moments and solve specific problems, like identifying users who stop listening to a podcast when it gets overly promotional.
To prevent such mishaps, Microsoft employees take part in UX workshops learning inclusive design, considering alternative text, screen readers and assistive technologies to move beyond assumptions about disability. That creates solutions that adapt to different users in different life situations.
How Companies Use Data and AI for CX
Keeping users engaged gets harder every day. Disney now gathers data from facial expressions in theatres with machine vision to understand reactions at scale, something traditional focus groups could only do with a few people.
Any Piece of Information Can Make the Difference
Multicultural consumers particularly benefit from this approach. Companies have the opportunity to learn about complex habits, language use, content preferences and interests beyond assumptions or stereotypes.
Assumptions ultimately lead to experiences that fall flat in an increasingly multicultural world. Contextual personalisation,grounded in real behaviour, not stereotypes, is what makes CX centric brands relevant.
Want to Become Truly CX Centric?
Mediareach helps brands move from KPIs to CPIs, from journey maps to contextual understanding, with multicultural insight that turns data into loyalty.
Sources & References
Customer journey complex and unpredictable rather than linear — managing consumer data key.
KPIs vs CPIs: CPIs nourish KPIs, oversimplification risk, HBR definition outcome or part of process important to customer, negative salesperson experience.
Contextual enquiries: home, driving, work, morning, weekends, podcast overly promotional drop-off.
Microsoft UX workshops inclusive design, alt text, screen readers, assistive tech.
Disney facial expression machine vision in theatres vs traditional focus groups; Spotify real-time 9AM vs 11PM micro-moments; Netflix weekend comedies vs late night documentaries; multicultural consumers benefit beyond stereotypes.
contextual personalisation
CX centric 2020
KPIs vs CPIs
customer journey non-linear
Harvard Business Review CPI
contextual enquiries
Microsoft UX inclusive design
Disney facial AI
Spotify 9AM 11PM
Netflix personalisation
multicultural CX
The UK's pioneering multicultural marketing and advertising agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy.
Oct 29, 2020
CX-Centric Strategies Using Contextual Personalisation
Unlock CX-centric growth with contextual personalisation. AI-driven strategies like Spotify Netflix boost engagement 35 percent higher for multicultural UK audiences
⏱ 4 min read
By mediareach
In today's digital world, customer journey alone is not enough to generate loyal consumers and brand advocates. Adapting to a wide variety of experiences through understanding different contexts, particularly in multicultural marketing, is the real path to better CX.
The journey has become increasingly complex and unpredictable, not linear. Managing data is key: gathering and analysing it is only one part. Knowing how to use it creatively requires a CX centric mindset.
PIs vs CPIs: Measuring What Matters to Customers
Being CX centric means prioritising customers' expectations instead of internal, conflicting team goals. That's where CPIs come in, not to replace KPIs, but to nourish them.
When companies focus only on KPIs, they can oversimplify the nuanced experience of different interactions, intentions and expectations. Even when the outcome is fulfilled, consumers have opinions about whether the process was easier, faster and more pleasant. That's what CX centred brands need to measure.
Metrics that qualify as a CPI are simply an outcome or part of the process that is important to the customer.
Harvard Business Review
Employees overly focused on KPIs can end up hurting relationships, like the salesperson too eager to sell who comes across as bothersome. CPIs transform those interactions by aligning company goals with customer success.
Contextual Enquiries and Accessibility
From social engagement to analytics, what brands learn about customers becomes powerful when categorised by context: behaviours that only happen at home, while driving, at work, in the morning, on weekends, and many other settings.
When companies observe customers in natural environments, they notice key moments and solve specific problems, like identifying users who stop listening to a podcast when it gets overly promotional.
To prevent such mishaps, Microsoft employees take part in UX workshops learning inclusive design, considering alternative text, screen readers and assistive technologies to move beyond assumptions about disability. That creates solutions that adapt to different users in different life situations.
How Companies Use Data and AI for CX
Keeping users engaged gets harder every day. Disney now gathers data from facial expressions in theatres with machine vision to understand reactions at scale, something traditional focus groups could only do with a few people.
Any Piece of Information Can Make the Difference
Multicultural consumers particularly benefit from this approach. Companies have the opportunity to learn about complex habits, language use, content preferences and interests beyond assumptions or stereotypes.
Assumptions ultimately lead to experiences that fall flat in an increasingly multicultural world. Contextual personalisation,grounded in real behaviour, not stereotypes, is what makes CX centric brands relevant.
Want to Become Truly CX Centric?
Mediareach helps brands move from KPIs to CPIs, from journey maps to contextual understanding, with multicultural insight that turns data into loyalty.
Sources & References
Customer journey complex and unpredictable rather than linear — managing consumer data key.
KPIs vs CPIs: CPIs nourish KPIs, oversimplification risk, HBR definition outcome or part of process important to customer, negative salesperson experience.
Contextual enquiries: home, driving, work, morning, weekends, podcast overly promotional drop-off.
Microsoft UX workshops inclusive design, alt text, screen readers, assistive tech.
Disney facial expression machine vision in theatres vs traditional focus groups; Spotify real-time 9AM vs 11PM micro-moments; Netflix weekend comedies vs late night documentaries; multicultural consumers benefit beyond stereotypes.
contextual personalisation
CX centric 2020
KPIs vs CPIs
customer journey non-linear
Harvard Business Review CPI
contextual enquiries
Microsoft UX inclusive design
Disney facial AI
Spotify 9AM 11PM
Netflix personalisation
multicultural CX
The UK's pioneering multicultural marketing and advertising agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy.
Oct 29, 2020
CX-Centric Strategies Using Contextual Personalisation
Unlock CX-centric growth with contextual personalisation. AI-driven strategies like Spotify Netflix boost engagement 35 percent higher for multicultural UK audiences
⏱ 4 min read
By mediareach
In today's digital world, customer journey alone is not enough to generate loyal consumers and brand advocates. Adapting to a wide variety of experiences through understanding different contexts, particularly in multicultural marketing, is the real path to better CX.
The journey has become increasingly complex and unpredictable, not linear. Managing data is key: gathering and analysing it is only one part. Knowing how to use it creatively requires a CX centric mindset.
PIs vs CPIs: Measuring What Matters to Customers
Being CX centric means prioritising customers' expectations instead of internal, conflicting team goals. That's where CPIs come in, not to replace KPIs, but to nourish them.
When companies focus only on KPIs, they can oversimplify the nuanced experience of different interactions, intentions and expectations. Even when the outcome is fulfilled, consumers have opinions about whether the process was easier, faster and more pleasant. That's what CX centred brands need to measure.
Metrics that qualify as a CPI are simply an outcome or part of the process that is important to the customer.
Harvard Business Review
Employees overly focused on KPIs can end up hurting relationships, like the salesperson too eager to sell who comes across as bothersome. CPIs transform those interactions by aligning company goals with customer success.
Contextual Enquiries and Accessibility
From social engagement to analytics, what brands learn about customers becomes powerful when categorised by context: behaviours that only happen at home, while driving, at work, in the morning, on weekends, and many other settings.
When companies observe customers in natural environments, they notice key moments and solve specific problems, like identifying users who stop listening to a podcast when it gets overly promotional.
To prevent such mishaps, Microsoft employees take part in UX workshops learning inclusive design, considering alternative text, screen readers and assistive technologies to move beyond assumptions about disability. That creates solutions that adapt to different users in different life situations.
How Companies Use Data and AI for CX
Keeping users engaged gets harder every day. Disney now gathers data from facial expressions in theatres with machine vision to understand reactions at scale, something traditional focus groups could only do with a few people.
Any Piece of Information Can Make the Difference
Multicultural consumers particularly benefit from this approach. Companies have the opportunity to learn about complex habits, language use, content preferences and interests beyond assumptions or stereotypes.
Assumptions ultimately lead to experiences that fall flat in an increasingly multicultural world. Contextual personalisation,grounded in real behaviour, not stereotypes, is what makes CX centric brands relevant.
Want to Become Truly CX Centric?
Mediareach helps brands move from KPIs to CPIs, from journey maps to contextual understanding, with multicultural insight that turns data into loyalty.
Sources & References
Customer journey complex and unpredictable rather than linear — managing consumer data key.
KPIs vs CPIs: CPIs nourish KPIs, oversimplification risk, HBR definition outcome or part of process important to customer, negative salesperson experience.
Contextual enquiries: home, driving, work, morning, weekends, podcast overly promotional drop-off.
Microsoft UX workshops inclusive design, alt text, screen readers, assistive tech.
Disney facial expression machine vision in theatres vs traditional focus groups; Spotify real-time 9AM vs 11PM micro-moments; Netflix weekend comedies vs late night documentaries; multicultural consumers benefit beyond stereotypes.
contextual personalisation
CX centric 2020
KPIs vs CPIs
customer journey non-linear
Harvard Business Review CPI
contextual enquiries
Microsoft UX inclusive design
Disney facial AI
Spotify 9AM 11PM
Netflix personalisation
multicultural CX
The UK's pioneering multicultural marketing and advertising agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy.