How to deliver a personalised customer experience at scale
There was a time when seeing your name in an email subject seemed like a revolutionary advance in digital marketing. In today’s competitive marketplace, personalisation is no longer a ‘nice to have’ phenomenon, it has now become an expectation. Now, customers expect highly personalised experiences at every step of the customer journey—from navigating the website to talking to customer service and receiving the product/service they bought from you. Personalisation is what results in better relationships between brands and consumers…and to the ultimate decision as to whether they continue buying from you or not.
Why customer experience is important for your business
It’s essential to deliver a great customer experience (CX) because after all, a happy customer is likely to become a loyal customer. A good CX ultimately results in:
- World of mouth marketing (free and impactful!)
- Positive reviews on consumer platforms
- Customer satisfaction and loyalty
Pretty much any business model can benefit from improving their customer experience, whether you’re an e-commerce marketplace, subscription business, or services industry. Putting customers first is always important to the sustained growth of any business.
Why you should care about personalisation
Before getting into the nitty-gritty of how to deliver a personalised customer experience, it’s necessary to understand why consumers crave it. Let’s dig into the psychology behind it!
Personalisation makes you feel in control
The feeling that you are not getting something generic makes you feel in control. You’re getting something created and tailored just for you. This fosters an overall positive influence on the mind and the subconscious. It may be an illusion at the end of the day, but it still works.
Customised information makes people feel more willing to engage
Tailored information, specifically geared for what people might be looking for fosters a notion that we are not being bombarded with irrelevant information. It makes people more willing to engage.
The name game
Science has proven that when someone hears their first name, the brain has a specific and unique reaction to that sound. You start to listen to a specific set of words or conversations that are relevant to you. This phenomenon makes people feel connected.
Your customers expect it
When you are browsing through a brand’s website, you appreciate receiving personalized recommendations and offers related to a product or service you’ve recently purchased. It has become an expected part of your online experience. According to an Accenture survey, 91% of consumers are more likely to shop with brands who recognize, remember, and provide them with relevant offers and recommendations.
Multiple channels can be deployed
Personalisation is not just for email campaigns. You can use it on the website, mobile app, social media ads, everywhere. Brands are leveraging the personal connection to create relevancy, foster loyalty, and ultimately boost their bottom line.
7-step plan to deliver a personalized customer experience at scale
Let’s face it…using the first name in an email isn’t enough anymore. The proliferation of customer data has made the goal of personalisation easy to visualize, but at the same time difficult to implement. Below is a framework that can be implemented to make sense of all that customer data so your CX can be more targeted and relevant…at scale!
1. Set up customer profiles
A great personalised experience starts with knowing your customers. Sounds simple, right? Customer profiling provides much-needed structure to get started with delivering a personalized CX. It helps outline what your customer is looking for, what matters to them most, and how best to speak to them. Customer profiles are not just limited to demographic information. Information around behaviour, age, gender will also help you.
2. Leverage the customer data and analytics
Any personalisation tactic is only as strong as the data behind it. Curious to know how to get started with customer data? Here are three options:
- Capture data from polls and customer surveys
- Track social media comments
- Use website analytics for user behavior
Analyze all your customer-related data to create a 360-degree view of unique customer personas.
3. Train your customer service reps to be empathetic
Customer service reps who know how to deal with customer emotions are crucial to creating personal experiences. Imagine if your customer orders something which arrives damaged. When that customer reaches out to support, there is no apology, no admitting the mistake, just a cold automated response. In such a situation, the last thing any customer wants to encounter is a robot-like agent taking their cues from a script. Bringing empathy to your customer experience is what is going to forge lasting relationships and customer loyalty.
4. Offer multiple customer service channels
Today’s world is hyper-connected and consumers are entering the customer journey from so many different avenues. And they expect to access your brand via whatever channel they find most convenient. As a brand, it is on you to ensure that you are available face-to-face, by phone or email, via social media, or live chat. Implementing different channels to get in touch is a part of the personalization process and shows your customers that you are considerate and mindful of their preferences.
5. Develop a self-service experience
Self-service is the information repository that customers can use themselves to locate frequently asked information. It ensures speed and convenience and reduces frustration by allowing customers to find the answers they need quickly and easily. Your self-service area can contain FAQs, how-to videos and guides, and step-by-step solutions.
6. Recognize & reward loyalty
Recognize and reward your loyal customers by showing your appreciation. Your reward and loyalty campaign can be as modest as sending a well-written thank you email, offering a discount, or complementary product or service. Just make sure that the offering should communicate that you value them as loyal customers.
7. Leverage customer feedback
Feedback loops lead to improvements and can empower positive change in any business — even and especially when it’s negative. Have a systematic approach to collecting customer feedback regularly and use that effectively to optimize your customer service to ensure it’s as personalized as possible.
We hope you have started the process of connecting with your customers in an authentic way. If you’re looking for a bespoke way to connect with your customers, to engage and retain them longer, and more importantly, remain competitive in the crowded marketplace, then you may want to think about adding SoftBrik into your business.
SoftBrik captures your customer’s actual voice and reduces the cost of live support, customer acquisition, and employee recruitment. Get in touch with us to know how SoftBrik can level up your customer experience strategy.