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Digital
personalization:
Building better CX
with web
personalization

Author: Mark Stone

Today's customers have higher expectations for businesses than ever before, a trend that is only expected to continue.

The internet delivers nearly all the products and services in the world to our fingertips, and today's consumers have been truly spoiled by choice. The result is that people no longer have to settle for mediocre; if their experience with a brand is anything less than excellent, they will look elsewhere.

At the heart of these growing expectations is digital personalization. Consumers now expect to have more power than ever before over how they interact with service providers. Increasingly, they demand tailored, personalized, smooth experiences in all of their online interactions.

This article will explore how digital personalization, or online personalization, shapes the way brands interact with customers online and the benefits for both businesses and consumers.

What are the business benefits of digital personalization?

Businesses stand to gain significantly from focusing on digital personalization. Companies that can effectively tailor their experience to individual customers will stand out and meet or exceed customer expectations in a marketplace where generic content and experiences are turning people away.

Here's how companies can benefit from web personalization:

  • Customers overwhelmingly favor brands that provide personalized, relevant offers and recommendations. In fact, 91% of customers are more likely to shop with brands that deliver on this promise, according to an Accenture report. Personalizing your customer experiences (CX) means you'll gain and retain more customers and grow your business more reliably.
  • If your marketing isn't personalized, you're actively pushing customers away. According to SmarterHQ, 72% of consumers say they only engage with personalized messaging. So brands that do not integrate online personalization into their digital experiences are losing out on a significant segment of the market.
  • Web personalization helps move customers through the funnel more quickly. By giving your prospects a wealth of personalized, valuable content, you'll make it easier for them to progress swiftly through the sales funnel, decreasing the time to convert leads into sales and streamlining your business.
  • You'll reap tangible financial rewards. According to a McKinsey Insight report, companies that take the proper steps to personalize their customer experiences and content can expect up to 15% more in additional revenues.
  • Web personalization helps build more trusting and lasting relationships with your customers. Customers shouldn't be treated as one-time interactions, especially when it comes to service providers. If you can build long-standing, meaningful relationships with your customers, they will provide reliable and steady value for a long time to come.

How does the customer experience benefit from online personalization?

Personalized customer experiences can minimize pain points and maximize delight, making every interaction much more positive and rewarding. The statistics are striking: 90% of US consumers "find company messages that are not personally relevant annoying," according to Statista.

Here's how it works:

  • Online personalization provides a more seamless and rewarding experience. With web personalization, the customer journey isn't cluttered with irrelevant information and cookie-cutter content. Brands can show customers only what aligns with their desires and needs, cutting out anything detracting from a productive and value-packed interaction.
  • Customers get to see more of the products they want. Personalized recommendations and offers bring customers into contact with services and products they may not have even been aware of but could, in fact, prove advantageous.
  • Customers only see relevant content. Irrelevant content is a primary concern for today's digital consumers—70% of millennials say they're frustrated with irrelevant marketing emails and prefer personalized communication, according to another SmarterHQ report.

What is the role of data in digital personalization?

Digital personalization is only possible as a result of the vast reservoirs of data to which today's businesses have access.

This comprehensive data allows brands to understand their customers much more intimately, make customized recommendations and build personalized experiences for each customer on a case-by-case basis. Customization criteria might be based on location, age, past consumer behavior and much more.

This way, companies can blend the human touch of personalization with all the benefits of data, enhancing their relationships with customers.

A common objection to this level of customization, however, is that customers do not wish to share their data with a third party in some cases. Still, people are much more willing to share when they're offered a more personalized online brand experience. For example, Verizon estimates that 45% of 18-to-24-year-olds say they would share their data in return for a more intuitive and personalized user experience.

When data is leveraged correctly, you can connect with your customers more effectively, personalize the customer experience throughout the digital sales process, and grow your business faster and more reliably.

Ultimately, consumers want interactions that are simple, secure and transparent.

Find out more about how Verizon can help you build data-driven experiences with web personalization while prioritizing privacy and security.