When you’ve applied personalization on a wide company scale, you can start experiencing an increase in revenue growth between 5 and 15%.
There are very few business strategies that can provide that range of growth. Yet, when we truly look at personalization, we understand that the whole concept starts (and ends) with the customer experience.
If your customers feel understood, appreciated, and valued, then no wonder they keep coming back to your services.
This is why figuring out how to create an automated personalized customer experience can truly transform your business.
Keep on reading for a deep dive into the meaning of CX personalization. We’ll break down the two main avenues where you can implement automation.
What Is Personalization?
In terms of customer experience, personalization is designing or tailoring your services and communications to meet every single customer’s individual preferences and requirements.
For instance, we’re all becoming rather familiar with the personalized marketing greetings. Whenever you open an email that starts with your first name, that’s CX personalization in action.
Furthermore, you’re running a business in our current day and age of empowered customers. Empowered customers tend to leave businesses that don’t have high personalization levels behind.
As it were, 33% of customers abandoned a business relationship because they deemed it lacking in personalization efforts.
This sheds light on not only the importance of personalization for business growth but also the dangers of having none (or too little) of it in your business strategies.
Where Does the Automation Come In?
Trying to personalize every single correspondence to your customers on an individual basis would be out of the realm of possibilities if you’re doing so manually.
After all, there are not enough hours in the day for you to deal with thousands of customers’ information on a daily basis. This is where the automation of customer experience personalization comes in.
In the simplest of terms, marketing automation is the technology that aids businesses in managing their processes and channels automatically. For example, email marketing and customer service have been great beneficiaries of automation.
Workflows can be automated by using pre-set templates, and customer service requests can be automatically sorted and sent to the appropriate employees to handle.
Personalized Customer Experience in Action
Now, we have a solid grasp on what personalization is, as well as automation in the context of marketing strategies.
Our next step would be taking a closer look at personalized customer experience in terms of customer service and communications.
1. The Automation of Personalized Customer Service
Customer service is now expected to be as fast as a New York minute. Customer service agents must always be on 24/7, and ready to solve any problems that might pop up for customers. CS plays a major role in a personalized customer experience.
Considering the impossibility of providing that level of care and attention to your customers on a constant basis, automation can carry the burden of the consistency issue.
Having an automated customer support system, like ticketing or chatbots, can take the brunt of providing instantaneous responses to your customers that are personalized in nature.
The automation will give a bit of breathing room for your human customer service agents to tackle complex problems when they arise.
2. Faster Support Handling to the Right Channels
In addition to decreasing the number of emails flooding your customer service agents’ inboxes, having an automated system can ensure that the right types of problems go to their designated spots.
They can be sent in the right direction as quickly as possible, which helps tremendously cut down on wasted time.
Therefore, instead of having a ticket just waiting for the right human eyes to take a look, you can have automation set up.
This system can apply different processes, all at the same time.
A variety of triggers can identify high-value accounts, specific requests based on keywords, as well as the frequency of requests that come in from a certain region or talk about the same problem.
Regardless, all these requests can be assigned, then escalated accordingly. All of which help improve your resolution rates and speed.
3. Email Marketing Personalization and Automation
Our second category of personalization of customer experience is email marketing and its automation.
Automated Welcome Messages
There is nothing that can create an immediate boost in your content engagement than triggered welcome emails.
The main goal behind a welcome email is a personalized acknowledgment of your new customer. It’s a great method of providing a unique and personalized customer experience, as well as setting up a good first impression.
In addition, it helps with setting expectations on the nature and tone of their customer experience as they continue to interact with your brand.
With an automated process in place for your marketing personalization efforts, you can have personalized offers sent to your customers based on their purchase history and their preferences.
The same level of CX personalization can be applied with tailor-made content based on your customers’ rates of time spent on specific pieces of content.
However, all of the CX personalization efforts you’d like to implement can’t be created in the first place without a solid list segmentation.
For example, you can set up triggers in your automation software that would identify some key points in the customer profile and interaction.
Some of the common customer segmentation can be done using demographical data, as well as industry information and buyer persona.
Personalized Customer Communication Management
Understanding where personalization and automation come together in terms of customer experience is the first segway into boosting your business growth rates.
Moreover, our deep dive into the intricacies of personalized customer experience can help immensely in the planning phase of a customer experience project.
Whether you’re thinking of rebooting your email marketing strategy or your customer service protocols, make sure you keep both personalization and automation in mind.
However, improving your business strategies is an infinite journey of improvement.
There is still so much to learn about improving your customer experience strategies as well as rebooting your customer communication management system.
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