Today’s consumers are quite savvy when it comes to sales and marketing. In fact, 63% of them expect personalization when it comes to the customer journey.
What is personalization and how can you use it to enhance the customer experience for your clients? Read on to find out so you can improve the way you serve your prospects and customers.
What Is Personalization?
Personalization is also known as one-to-one marketing. As you may infer from these two names, personalization is where your brand turns away from scatter-gun methods and instead, focus on giving what your target audience wants.
This means really digging into market research and making use of any data you gather on your prospects and customers. After all, you can’t really perform personalization if you aren’t able to put yourself in their shoes.
Now that you know what personalization is, let’s move onto 5 ways you can give personalized customer service.
1. Personalize Your Website
Personalizing the customer experience starts with your website.
Now, you might think you can only have one home page that everyone ends up on. But in reality, you can create different ones depending on how they’ve discovered and interacted with your brand.
For example, new prospects may be served a banner that offers them 10% off for being a new customer. If you have that as the same homepage for previous customers, that may alienate them, as they may feel like they’re not being rewarded for their loyalty. This can cause them to switch to your competitors.
What you can do is serve prior customers with a banner that offers a loyalty discount. That way, you can show them that you appreciate their patronage. This small gesture can go a long way with retention.
2. Personalize Your Emails
Now, we’re not saying you should take the time and effort to write and send emails to every prospect and customer on your email list. Instead, you should take advantage of customer experience automation.
For instance, you can have several emails ready. Then, when a person enters your email list, these emails are sent out to them depending on where they are in the customer lifecycle. This can be based on their marked preferences and certain actions they take that’ll trigger the right emails at the right times.
In addition, don’t forget to use things like personalization tokens. These allow you to use coding that’ll do things like automatically render the recipient’s full name in the email body so it’s much more personal.
3. Create Surveys and Offer Rewards
Customers often feel like they aren’t heard by brands. And when that happens, they can become irritated and look elsewhere for a business that values their opinions.
What you can do to show that you care about your clients is to create surveys. Offer a small incentive, such as 5% off their next purchase.
What’s important is that you actually do something with this treasure trove of data. You’re hearing exactly what your clients want, so give it to them. When they see you’ve actually implemented what they desire, this can highly personalize their experience with your brand and keep them coming back for more.
4. Offer Them Personalized Recommendations
The customer journey is a continuous one, even if they’ve already gone through the whole cycle from awareness to decision (purchase). Many people believe a customer journey is for the entire life of a customer, which means you need to make an effort in keeping their attention on you instead of a competitor.
One great way to continually delight your clients is to offer them personalized recommendations. This can be anything from something informative (such as an ebook or whitepaper that can give them more information about their industry) to another product that’ll complement what they already have.
A great way to do this is by using the customer data you have.
When you can see that the person browsing is a C-level executive of an airline, you can recommend your travel whitepapers and maybe some relevant articles from trusted and notable sources.
Or when you see that a customer has bought your IT solution, you can recommend supplemental services that go along great with it.
When clients can see that you care about addressing their pain points past the purchase phase, they’ll remain loyal. Considering customer retention costs 5 times less than acquisition, this is well worth the effort.
5. Predict Future Actions
Remember how we said customers are very savvy nowadays? They don’t like to be marketed to, especially if what they see is irrelevant. They also like to take control of their customer journeys, not led.
Because of this, you need to change your marketing approach. Instead of being in the consumers’ faces about your services and products, you need to ensure you’re there for them when they’re ready.
To achieve this, you need to be able to predict both prospects’ and customers’ future actions. This can be done through machine learning or AI, as this technology takes into account the actions of similar customers and maps out the most likely actions they’ll take in the future.
When you show your clients you know what they want and when they need it, you’ll display personalization on an impressive level that’ll make it hard for them to turn to your competitors.
Personalizing Customer Service Can Enhance Your Clients’ Journeys
So what is personalization? It’s where you tailor the customer experience based on data that you’ve gathered about your target audience.
Now that you understand what is personalized customer service, the next step is to alter your marketing campaigns to better serve your clients. Once you can connect with them at a more meaningful level, then you can start on creating longer-lasting relationships with them.
Do you need help with your approach to customer service and experience? Then get in touch with us now.
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