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Improve E-commerce Brand Experience with Personalization

Customize e-commerce website experience based on customer persona

Alistair Davidson

Senior Content Strategist – TCS Interactive, TCS

Murugan Sivasubramanian

Leader, Digital Experience – TCS Interactive, TCS

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E-commerce has become an essential part of our lives, and customers expect an experience that is tailored to their needs.

Organizations must realize that just having a high-tech strategy without focusing on customer relationships and improving brand loyalty won’t give them a competitive advantage. Successful e-commerce strategies rely on customer information to customize marketing campaigns. Leveraging AI and ML models, organizations can create buyer personas that can be used to automate their content strategy. Centralizing customer data will drastically improve customer service, and in turn, bolster customer experience. Cloud can help businesses innovate faster, and IoT can help them improve the overall value proposition. Customer relationships give businesses a chance to transform their websites into ecosystems that cater to not just customers but also their suppliers and partners. Owning the right data makes it possible for businesses to gather customer insights which will then simplify the customization process and improve customer experience further.

Alistair Davidson
Alistair Davidson is a marketing strategist with particular interest in content. He has been the CEO of a number of software companies, developed and launched more than 20 software products, authored six books on strategy, IT strategy and innovation. He has an MBA and undergraduate degree from Harvard University.
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Murugan Sivasubramanian
Murugan is a digital experience leader focusing on channels and commerce at TCS. He is responsible for defining and driving digital transformation narratives in preparing customers for the future of digital B2B sales.
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