Deliver a personalized customer experience to transform your brand's customer relationships
Author: Satta Sarmah Hightower
Relying on mass marketing and generic messaging is no way to build a long-lasting relationship with your customers.
Today, consumers demand a personalized customer experience tailored to their preferences. In fact, 91% of consumers are more likely to shop with brands who recognize and remember their preferences and provide relevant offers and recommendations. This means that personalization is now table stakes when it comes to engaging consumers and maintaining their loyalty.
But how can your company drive personalization? Modernizing your technology stack is one of the best ways you can develop an effective personalization strategy that transforms your brand's relationship with customers.
What is a personalized customer experience?
We all know what it feels like to get messaging from a company that doesn't hit the mark, whether it's receiving an email with a discount code for a product after you've already bought it or seeing a display ad that seems like it was meant for an entirely different demographic. Irrelevant messaging feels impersonal, and it makes consumers wonder if their relationship with your brand is purely transactional.
A personalized customer experience has the opposite effect. It helps improve customer relationships by making customers feel like you understand their wants and needs and what's important to them.
Robust customer data drives personalization. When consumers visit different sites via mobile or desktop, click on a display ad, sign up for a newsletter, engage with your brand's social media channels or create a customer profile on your site, they essentially leave digital breadcrumbs your company can piece together to learn more about them and what they like.
With this information, you can deliver highly targeted and relevant messaging. For example, if a customer sets up a profile on your site and browses an item without putting it into their shopping cart, you can send them an email with a discount offer for that specific product, along with recommendations for similar products they may like. Personalization comes in several other forms, too—whether it's a store sending a consumer a birthday email every year to redeem a small gift, a hotel mobile app providing a list of recommendations for activities tailored to a customer's preferences when they check in or a grocery delivery app preloading a customer's shopping cart every week with the 10 items they most frequently purchase.
Personalization is a way to show customers their business matters to you, that you appreciate them choosing your brand over competitors and that you understand their loyalty isn't given—it's earned.
Why invest in personalizing the customer experience?
Personalization is crucial to differentiate your brand and to generate greater return on investment from your marketing efforts.
Research indicates that email campaigns segmented by audience increase revenue by 760% compared to one-size-fits-all mass marketing campaigns. Additionally, 80% of consumers are more likely to make a purchase when a brand offers a personalized experience.
Consumers now have seemingly countless options online. They can buy a product from a big-box retailer, purchase that same item from a brand's direct-to-consumer site or even purchase it resale from a consumer-to-consumer e-commerce site. With so many choices online, your brand can opt to compete on quality and price like so many other companies do—but you can also go one step further by investing in building a modern technology infrastructure that lets you make better use of your data to deliver personalized customer experiences.