Unlocking the Secrets of Hyper Personalization in Customer Experience with DFS
Established in Hong Kong in 1960 and majority owned by the world’s largest luxury conglomerate, Moët Hennessy Louis Vuitton (LVMH) - DFS are a pioneer in global luxury travel retail, offering luxury products from over 750 brands in 14 major global airports and upmarket locations.
Mark Sage, VP Loyalty & Member Experience for DFS spent over 20 years on the agency side, Mark believes that when it comes to customers “not much has changed and yet everything has changed!”
In this exclusive interview for eTail Asia - Mark gives us a deep dive into customer-centric thinking, describing why data is absolutely key to understanding customers and the importance of insights from personalised conversation with customers. He tells us the nuances of customer behaviour and what can be achieved when you have meaningful conversations, with a deep understanding of your customers’ problems.
Mark also tells us about:
- What personalisation REALLY is - to gain customer attention
- Why it’s about relevance, relevance, relevance
- How to overcome compliance issue and data privacy issues over different channels
- The multiple steps to take when looking at personalisation and why data is crucial as you formulate personalisation strategies that speak to the customer in the right tone, at the right time.
If you’re looking to hear about generative Ai, language models, hyper-personalisation that goes beyond what we typically have come to expect, thus teaching us how to essentially be a marketing maverick - this interview is definitely for you!