In the race to win customer loyalty, businesses are discovering a hard truth: you really are only as good as your data.
With personalisation becoming a must-have in delivering exceptional customer experiences, it’s the quality - not the quantity - of data that separates market leaders from those struggling to keep pace.
More than 60 per cent of customers say they will disengage with brands that fail to use their data effectively. iStock
Studies show that while businesses often collect substantial amounts of data, fewer than a quarter of customers rate their brand experiences as excellent. Worse, more than 60 per cent say they will disengage with brands that fail to use their data effectively.
Generative AI may have taken centre stage in marketing and personalisation - unlocking potential in areas such as content creation and audience segmentation - but as Gabbi Stubbs, APAC product marketing lead at Adobe, explains, artificial intelligence can also add a layer of complication.
“Whether you have good data or bad data, whatever you do with it will be amplified - either into a dumpster fire or a pot of gold,” Stubbs says. “A strong data foundation is non-negotiable for AI to succeed.”
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For many organisations, she says, unlocking the potential of AI will require a cultural shift toward prioritising data quality.
“Customer experience is one of the few remaining sustainable competitive advantages, with personalisation at its core. By delivering more relevant, engaging, and seamless interactions, personalisation fosters trust. Truly impactful personalisation, however, depends on high-quality data.”
Gabbi Stubbs, APAC product marketing lead at Adobe.
Gleaning high quality data, however, is also becoming more challenging as customers become more selective about what data they may be sharing. Businesses, she says, need to clearly and consistently demonstrate the benefits of customers sharing the kind of valuable data that drives competitive advantage.
“The specifics will vary by customer, brand, or industry, but the core principle remains the same: if I share something personal, I expect something valuable in return,” Stubbs says. “Just as important is a sense of control over how their data is used, which is a fundamental part of the value exchange.”
Adobe addresses this challenge by focusing on enterprise-grade software that empowers companies to manage and analyse data responsibly.
Combined with integrations with consent solutions like OneTrust, businesses can remain transparent about data usage, empowering customers to control how their information is used.
“Ideally, consent should be managed dynamically - customers may change not only permissions but also their preferences, and business need to be able to adjust accordingly to demonstrate respect and relevancy,” says Stubbs.
“The complexity lies in both the governance and integration, particularly in how these systems interface with consent management providers.
“This integration is critical for enabling transparency and control, which are fundamental to building trust with customers.”
British retail and commercial bank TSB leverages Adobe Experience Platform to enhance customer personalisation and improve financial confidence.
Emma Springham, chief marketing officer at TSB, says that personalisation not only improves customer outcomes but also builds trust.
“As CMO, one of the first things I always prioritise is building a culture where everyone recognises the importance of customer data,” she says. “But it’s not just about collecting data; it’s about showing customers why it’s worth opting in.
“Many people assume data collection means endless marketing, so we need to educate them on the benefits. For instance, opting in allows customers to receive personalised prompts, tailored money-saving tips, and better experiences.
“It’s about creating value for them and explaining how we’ll protect their data.”
Emma Springham, chief marketing officer at TSB.
For instance, personalised overdraft alerts have reduced unauthorised overdraft usage, protecting customer credit scores while enhancing their financial well-being.
“We could see a lot of customers were going into their unauthorised overdrafts – sometimes just a little bit – but of course it affects their credit score,” she says.
Financial education has become a cornerstone of TSB’s efforts and a standout success in its marketing campaigns, resonating strongly with customers and driving engagement.
“Through initiatives like our Pink Elephant campaign, we’re trying to make financial education more engaging and accessible,” Springham says. “The elephant symbolises shrinking your financial worries into manageable steps, and it’s resonated with people of all ages.”
Other examples of effective data utilisation include identifying unusual account activity that could indicate financial abuse.
“I’m obsessed with how we can use data to protect customers and think differently about their needs,” she says.
Adobe Experience Platform makes this possible by unifying the bank’s data to deliver personalisation at scale.
Adobe’s Stubbs says that the future of personalisation lies in its ability to move beyond isolated marketing campaigns, becoming a core component of the entire customer experience.
As businesses adapt to changing customer expectations, the emphasis must remain on transparency, trust, and the seamless integration of data across all touchpoints.
Critical to this, she says, is breaking down the silos that invariably hinder the customer experience.
“The single greatest fail-point in delivering connected customer experiences is the lack of connectedness across teams,” Stubbs says. “Every interaction with a customer should benefit from a shared understanding of who they are and what they want.”
