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If you’ve ever felt disappointed when someone you care about gives you a thoughtless gift (making you feel like they didn’t listen or care), you already know how important personalization is. Your customers are no different: People like knowing that somebody is paying attention to their preferences, meeting their expectations, and creating a special customer experience (CX). In this article, we’ll explain what personalization looks like for businesses, why businesses shouldn’t underestimate its value, and how to carry out a CX personalization strategy. If you want to jump ahead, click on the section that interests you most for a quick answer. What is personalization? Why is personalization important? How can businesses tailor the customer experience using data? How to build an effective personalization strategy What are the best channels for personalization? 3 successful personalization examples Emerging personalization trends Free personalization workbook What is personalization? Personalization in business and marketing is the act of using known information about a customer to tailor that individual’s experience or interaction with your brand.
I look at personalization as adding familiarity for end-users,” says Jason Maloney, a customer success manager at Grafana Labs. “As humans, we are drawn to the familiar. We are drawn to our comfort zone. So, whenever a person is interacting with a company, they want that sensation of, ‘Oh, I feel like they know me, and they understand my wants and needs.’” Of course, getting to that level of personalization is challenging. It requires lots of data to meet customer expectations and the ability to manage the CX throughout each stage of the customer journey. Personalization vs. customization Both Phone Number List personalization and customization refer to the process of making adjustments to suit individual preferences. The difference lies in who controls the change. Personalization: Businesses use customer data to understand consumer preferences, tailor content, and personalize service. Customization: Customers make modifications to control their own experience. Why is personalization important? Businesses should make an effort to personalize customer-facing content and communications.
Personalization is an integral part of sales and support processes, and consumers continue to expect relevant content and contextual experiences. Personalization is important for a few reasons: It’s the standard across several industries. Today, personalization is everywhere, and if you aren’t offering it, customers may feel underwhelmed by your organization. It impacts customer sentiment. Customers like to feel that the places they shop appreciate their patronage. Companies prioritizing personalization can often turn buyers into repeat customers and encourage customer loyalty. It increases customer retention. Consumers are more likely to become repeat buyers when they receive personalized experiences; 77 percent of business leaders now recognize that more personalization leads to higher customer retention rates. How can businesses tailor the customer experience using data? Think about how TikTok recommends the perfect videos for you on your For You Page (FYP), how Netflix knows which shows you’ll like based on your viewing history, or how Spotify curates playlists using your listening history and information about your favorite artists. Your business can also create a hyper-personalized customer experience for each customer by collecting certain types of customer data metrics and related CX key performance indicators (KPIs). Use various types of customer data to prioritize product updates and personalize content, messaging, gifts, and sales offers.
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发表于 2023-9-12 19:07:57