Why is Personalization Falling Short in Business Portals?

[fa icon="calendar"] Nov 27, 2019 11:55:34 AM / by Elizabeth Chaney

Elizabeth Chaney

First, it might be important for me to describe what I mean by personalization – personalization is the delivery of relevant resources (whether those be content items, applications, systems, or relationships) to the right person, at the right time, for the right task at hand.

Now looking at this definition, it is no wonder organizations face challenges as they attempt to scale resource creation and ecosystem complexity. To deliver a persistent personalized experience requires a focus on the data infrastructure, users’ activities and scalable automation.

Disconnected user data makes it difficult to automate relevant experience delivery

Many enterprises retain data about customers, partners and employees in disparate systems across their respective organization. For instance, contact information about partners might reside in the company CRM system, but does this database also contain information about a contact’s partner program status within a particular organization? Further, does a different system contain training certification achievements and partner-to-customer focal areas? Typically, the 360-degree view of any partner individual is contained across separate systems that may be aggregated for purposes of reporting but these same systems are disaggregated when it comes to delivering an on-demand personalized experience.

The data needs to power each user’s experience at their point of interaction – automatically. This calls for a master data repository that can accurately maintain and update all data related to each individual. This aggregated user data can then be integrated to interact with the real-time activity and user preference data contained within the digital experience platform.

Too much focus on who the user is, not enough focus on what the user is trying to achieve

When contrasted with consumer websites, business portals allow for an easier understanding of different user job functions and activities required to achieve desired outcomes. For instance, we know that a salesperson goes through a very specific sales motion leading towards the desired outcome of winning a customer deal. A customer engineer working in a general project flow would need access to specific technical documentation, relevant training, and required tools at specific points throughout the flow to be successful. A marketing campaign manager also has a specific activity flow for launching and tracking their campaign.

What if these activity flows could drive the design of the business portal to augment the typical high-level persona classifications? This would clearly have a significant impact on user engagement within the business portal. Unfortunately, today’s business portals are conceived and designed from a consumer website perspective, rather than focusing on the individual and why that individual is using the particular portal.

Too much friction … not enough connection, and a lack of automated scalability

There is too much friction in almost any digital ecosystem. For instance, a B2B ecosystem is comprised of a complex web of both company, customer and partner users, systems and applications across which personalization must be enabled. Furthering the complexity of the B2B ecosystem challenge is the fact that the combinations of interactions required to drive personalized user engagement is almost infinite. It doesn’t help to have a very personalized front end in one system but not in others. Personalization must be a seamless and frictionless experience across any system, content and/ or application that the user needs to accomplish their task. This kind of ecosystem-scale requires automation and connectivity.

360ecosystems Engagement Management platform is designed to address these challenges

360ecosystems Engagement Management platform is purpose-built to power personalized and automated business portals. The platform’s no-code design enables teams with an in-depth understanding of specific user types, groups and/or activities to personalize experiences while providing just-in-time resource delivery. The platform also enables users to co-create their own experiences and then apply these updates to further personalize their future needs.

360ecosystems has also solved the friction challenge with its connector strategy. Currently, 360ecosystems connects to any enterprise CRM, a spectrum of content repositories and best-of-breed applications to deliver frictionless partner management capabilities and experiences. 360ecosystems provides a single pane of glass from which any external application or tool can be accessed.

Want to learn more? Explore 360ecosystems next-generation approach to the automation and personalization of user engagement.

Topics: PRM, Partner Portals, Personalized Experience, Engagement

Elizabeth Chaney

Written by Elizabeth Chaney

I work with businesses marketing directly to consumers, or those looking to forge tighter relationships with other businesses, large, medium or small.