The thing about today’s customers is that they have evolved. A lot!
Users no longer choose to compromise for generic versions or experiences, preferring to have everything reflect their personal preferences. But, as your customer base expands by leaps and bounds, how do you create a one-of-a-kind, personalized customer experience for everybody, every time?
“Personalization is pointless unless you know the individual.” Understand your customers’ dreams, hopes, and fears, and then hit them where it counts.”
Understanding Personalized Customer Experience
Personalized customer experience entails creating product lines, services, and interactions that are tailored to your customer’s specific needs. Personalization has become the new marketing differentiator, from handling customers by their first name to developing offers that cater to their likes and interests
Personalization has become so essential in today’s era of the “empowered customer” that businesses can no longer afford to ignore it. According to a report by Accenture, 33 percent of customers who decided to end their relationship with an organization did so due to a lack of personalization.
This, however, was only the tip of the iceberg. Let us now look at the role of personalization in the customer experience.
The Interesting Bits
Customers nowadays expect a personalized shopping experience. An efficient personalization operating model with eight core elements can assist retailers and brands in keeping up.
Today’s retail environment is difficult from almost every angle, thanks to price competition from discount retailers, market disruption from online users, and higher cost transparency for shoppers. Traditional retail differentiation strategies, such as a unique selection of tactical pricing and promotions, are less effective than they once were because rivals are able to imitate them. However, retailers can still differentiate themselves through personalized approaches in which they create special experiences tailored to the individual customers.
When provided to millions of unique customers using proprietary data, highly personalized customer experiences are difficult to duplicate by rivals. When well executed, such experiences allow businesses to not only clearly distinguish themselves but also gain a long-term competitive advantage. Furthermore, analysis has shown that personalized experiences increase both customer loyalty and revenue.
How Is Personalized Customer Experience Going To Change Things?
Remember the last time you ended up going to your favorite restaurant and an employee remembered your name and previous orders? Didn’t it feel really good to be acknowledged and appreciated by your favorite restaurant?
Yes! Personalization can have a magical effect on everyone—your employees, consumers, and the business.
Personalization Fosters Trust.
Customers are impressed when you send them a personalized message. This small gesture shows that your company is willing to listen to their concerns and give people the attention they need.
Customer Engagement Is Increased By Personalization.
Ask yourself a simple question: would you rather work with someone who treats you like a complete stranger or with somebody who tends to make you feel at ease? Yes, we would all naturally prefer to interact with a brand that personalized every customer interaction.
Personalization Is A Customer-Focused Approach To Selling.
This method works best when you specifically target points along the buyer’s journey. Sending a reward thank-you gift, for example, to first-time customers. You can provide an exclusive discount to individuals who abandon their cart. Send updates about the remaining portion of their order and make yourself available for any queries they may have. Personalization is about being present. When you make your company available to customers at all stages of the sales funnel, you establish yourself as a trustworthy brand that they are more likely to interact with in the future.
It Enables Businesses To Provide Faster Customer Service.
Companies can keep a record of their customers’ information with personalization. It means that because customer service agents have valuable information like consumer preferences and interests, they can tailor their conversations accordingly. Businesses can use sophisticated analytics tools to filter out consumer options and tailor them to each individual customer. This customization aids in the resolution of issues faster because agents are indeed familiar with the customer’s approach and thus take less time to deal with their problems.
It Provides You With A Competitive Advantage.
Offering personalized services to customers distinguishes a company from its competitors. Because the market is so large, there is fierce competition among companies offering similar products and services. Every business requires a parameter that distinguishes it from the competition and makes it an improved service provider. As a result, providing customized solutions to customers can offer a competitive advantage. Customer-centric strategies such as personal online support, live agent calls, and email support can provide businesses with a competitive advantage.
Allows Businesses To Meet Customer Expectations.
In today’s world, providing customized services to your users is not a privilege but a necessity. Customers’ expectations and needs are rapidly increasing. In such a situation, it has emerged as mandatory for businesses to meet all customer requirements. Customers, for example, anticipate a seamless experience when shopping online or navigating a website. As a result, most businesses prioritize providing services that correspond to what the customer desires.
It Increases Customer Loyalty To The Company.
A satisfied and happy consumer is always more committed to the business. Because they previously enjoyed your services, they are more likely to repurchase from you. They may also market or actively support your products to their family or acquaintances. As a result, personalization not only improves customer relations but also helps your business reach out to more people. As a result, every company must provide personalized services to their customers in order to establish trust and attract more customers. It is possible to achieve this by providing the best solutions to your customers and taking good care of them and their necessities.
Implementing Personalized Customer Experience
A solid plan is required to make any objective reality. Here are three approaches to developing and implementing a user experience personalization strategy:
Recognize Customer Expectations
You can’t provide excellent customer service unless you try to understand your customers’ expectations. This is an important first step in developing a customer personalization strategy that will allow you to delve deep into their minds. Here are some ideas to get you started.
- Conduct polls and customer feedback on a regular basis.
- Monitor what customers are saying about your company or its competitors on the internet.
- Examine online customer feedback
Personalization and fragmentation are frequently used interchangeably, but both processes are necessary. It is critical to segment your user base into different groups in order to personalize experiences. This will simply make things easier for you.
- Online vs. Offline Shoppers: Separate customers who prefer to shop online from those who choose to shop in physical stores.
- Gender: Both men and women purchase product lines that cater to their gender.
- Age (Kids, Youth, Adults, Elderly): Individuals of varying ages have different purchasing habits.
Put Your Strategy Into Action Across Multiple Channels.
Once you’ve determined what your customers demand from your company when they engage with it and divided them into various groups, you must strive to create memorable experiences for them. For example, if your target group ‘Women’ enjoys purchasing accessories in addition to apparel,’ going to recommend the same on your online site may result in a boost in the average cart value. Don’t limit yourself to a specific channel. Make certain that whether users contact you via electronic mail, chat, phone, or another medium, they have a consistent experience.
Create A Customer Journey Map
A customer journey map provides a visual representation of all the phases an individual is going through with your company, from prospect or MQL to loyal brand advocates.
But why ought you create a customer journey map? A customer journey map can help you identify customer needs, expectations, and what motivates them to continue their relationship with your brand. Understanding this allows you to structure key consumer touchpoints to provide your customers with the most efficient and personalized experience possible.
For example, if a customer is in the ‘Interested’ stage, you can share information that highlights the benefits of your product. For ‘Paying Customers,’ on the other hand, you can share content that will assist them to use your service or item more effectively.
Data, Data, and More Data!!!
Information privacy has emerged as a crucial aspect of modern consumers’ relationships with brands. It’s also worth noting that most customers don’t care to share their information as they understand how and when it’ll be used.
A whopping 83 percent of users are willing to divulge their data in order to have a more personalized experience, as long as businesses are upfront about how they intend to use the data.
A personalized user experience is only possible if you have the relevant information that tells you everything you want to know about a customer, including their expectations, purchasing behavior, interests, and so on. To begin, take into account knowing the answers to the following questions:
- What makes us superior to our competitors?
- Which websites do they spend the majority of their time on?
- Which channels do they tend to favor to contact us through for customer service?
- Which channels should we utilize to keep customers informed and updated?
- How effective are our email click-through rates?
Investigate the “Search”
An efficient search entails that a client can find exactly what he or she is searching for in the fewest steps. Whether a customer searches on your help center site, website, or mobile app, the results must be personalized.
You can use a customer’s search history to improve personalization. You can not only improve future search results but also recommend products or services to customers based on their previous searches. For example, if a user has repetitively searched for white denim in a specific size, you can suggest it in the ‘Products You May Like section.
Every search result on your website or app should include accurate and effective descriptions, product specifications, high-resolution images, sincere reviews, and other relevant content.
Utilize AI for Real-Time Personalization
We’ve all remembered hearing how new tech lacks a human touch and will never be able to match a human’s personalization capabilities. You can toss that idea away like yesterday’s newspaper because AI is here to do the unimaginable.
Under Armour, for example, is more than just a sportswear company; it wants all of its users to be physically fit and active. As a result, its app employs Artificial Intelligence (AI) to provide detailed and specific personal information on an individual’s general health, physical activity, diet, and so on in order to make personalized recommendations for workouts and a healthy lifestyle.
In today’s digital age, understanding how to meet changing consumer demands is critical. Every buyer is on a unique journey that necessitates a personalized approach and attention. As a result, while implementing the personalized experience strategy, businesses must continuously experiment with various tactics. Fortunately, a plethora of technologies simplifies the task of tracking and processing data, allowing organizations to test and regulate their personalization strategy on a regular basis.
Amazon, Starbucks, and Spotify, among others, have set the tone with very innovative personalized customer experience examples. Aside from revenue growth, personalized content can assist you in establishing a strong and loyal base of clients and secure long-term relationships. Many businesses have yet to fully commit and recognise the value of attempting to address their customers individually. And, with the statistics above reinforcing the reality that personalization will significantly drive business success, it’s time to get started.
Do not fall into the trap of believing that personalization is only for customers. It is a kind of investment that you end up making for your business that can help you strengthen your market position. Because a happy customer is like a protective layer that protects you from the competition that sprouts up as mushrooms during the monsoon.
How Can Survey2Connect help?
Survey2Connect is used by some of the world’s most trusted companies and has successfully managed their customer experience efficiently over the past years.
Survey2Connect provides a one-stop solution for all your experience management needs. With S2C you find the right answers to take timely actions. Get in touch with us for a demo.
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