The last mile.
Think of how e-commerce giants build sophisticated logistics spanning the globe, all designed to deliver on customers’ expectations. Yet it’s the final step — getting packages delivered safely into customers’ hands — where those investments could still come to nothing. If there’s a problem in the ‘last mile’, brutally, it can shape the entire customer experience.
Marketers face a similar challenge with brand communications. Despite substantial investments in customer insights, at the very moment brands have something to say, messages can end up in the ‘personalisation gap’. With 89% of businesses expecting to compete based on customer experience (Gartner, 2024), data-led personalisation strategies are a key pillar. But does simply mentioning a customer’s name or product preference in communications deliver on the promise of personalised experience?
At Jacquard, we really pay attention to how big a difference it makes when your messaging is crafted to resonate. For brands using our platform, it’s like having an expert writer on the team who operates at limitless scale. This amplifies results everywhere. It really is the perfect opportunity to do more with less.
Scaled language, not stale language.
Your company may have also invested time and significant budget building out data and insight capabilities. Customer data platforms, engagement platforms, data lakes, pipelines, warehouses and data science teams – all delivering profiles and insights on your customers and what they want. AI decisioning engines might even be targeting customers with the products and offers to work out ‘what’ to say.
Yet when it comes to actually speaking to these well-understood customers, brands often hit a wall. Customer insights rarely translate into truly engaging language. Why? Because creating great brand language at scale can now only be done viably by embracing specialist AI technology, not by using LLMs off the shelf.
“We’ve spent three years building this customer data infrastructure,” a CMO recently told us. “But our comms sound like they could be coming from anyone. We should be doing better than this.”
Ten years ago, teams managed a handful of touchpoints. Today, brands try to be engaging across websites, apps, emails, SMS, social platforms, chatbots – with each demanding content that’s:
- True to your brand voice
- Optimised for specific channels, campaigns and the range of offers
- Compliant with regulations
- Delivered at unprecedented speed and scale
Even with the best data foundation, manually transforming insights into personalised messages across all these touchpoints overwhelms marketing teams. The content bottleneck is real–but it’s solvable, and you don’t need to await the completion of those customer data integration projects to deliver value.
Why wait to resonate?
Here’s where traditional thinking needs challenging: you don’t need your customer data projects finished to improve your brand messaging in ways that customers respond to. In fact, great customer communications can be your quick-win. Demonstrate value immediately while longer-term data projects continue to mature. With this mindset, brands can immediately capitalise on the opportunities to achieve more with less.
Jacquard allows you to jump straight over the personalisation gap. Our customers are already showing this by:
- Scaling up great creative content generation without scaling their teams
- Forging bandwidth in creative teams to tackle more human-level problems
- Refining messaging based on evidence from 60 billion historic data points
- Maintaining brand voice consistently across channels and languages, while personalising for customers and campaigns
Best of all, these solutions work with your existing capabilities to immediately improve how you engage with customers across all your channels.
The companies pulling ahead aren’t only those with the most sophisticated data infrastructure. They’re the ones who go that last mile to generate meaningful, personalised communications. By focusing on this critical messaging aspect of customer marketing, brands can rapidly unlock the value of all those upstream investments. After all, your customers don’t experience your data strategy – they experience your communications.
Isn’t it time you benefited from an AI-powered copywriting team that can meet your content needs?
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Our latest offering tailors your messaging to each individual and delivers contextually relevant language that resonates with every customer – every time
