7, March 2017
Imagine walking into your usual restaurant thinking about your favourite dish. And before you could take your seat, voila, the dish appears in front of you! Just the right combination and the right taste. Wouldn’t you feel great? I know, I would. Whenever something is personalized for your own use, you get a feeling of supreme satisfaction. It makes you feel valued. And, personalization is key for delivering an amazing customer experience!
Personalization tailors an experience based on what is known about the customer. Organizations that want to better serve their customers have to incorporate personalization techniques into their engagement strategies.
But is it easy to personalize a customer experience? No, it’s not that simple. It requires understanding what the customer really wants. That involves identifying, tracking customer’s likes and dislikes, collecting, analysing, storing, and interpreting data, anticipating changes in customer preferences and repeating the process till you can surely say ‘This is what my customer wants’. Creating a personalized solution is also tricky because sometimes it may infringe on the privacy of the customer. Here are some best practices for a successful personalization strategy.
1) Understand your customers even before you proceed with personalization: To be successful, you should know with exactness the wants, wishes, and buying behaviors of your customers. Only by knowing what your customers want, you can build and deliver the precise solution to meet their needs. However, remember, if you get too personal (even if more information is available), it might lead to a costly mistake and you make come across as creepy.
2) Gaining customer confidence is the key: Transparency and trust are a must. Use data collected from the customer. Exercise extreme caution when using data available via another source or public information. Organizations that are transparent about the data they gather, give customers control of their personal data, and in return earn their trust and confidence. Organizations that conceal how they use personal data and fail to provide value for it stand to lose customers’ goodwill and may even lose their business.
3) Avoid personalization in sensitive situations: Just as some subjects cannot be discussed in public, customers may not like personalization in certain sensitive matters. Use discretion when using data available to create a personalized solution. When it comes to potentially sensitive issues such as financial difficulties or health conditions, it is better to tread lightly.
4) Communicate the right information at the right time: Customers may visit your site, look for a product and then leave mid-way without making any purchases. This may be due to the fact that they have changed their mind about the product or the product is no longer relevant as they have already purchased it from a different seller. It would be quite annoying if the product keeps following the customer. Always decide on a time period you would want to remind the customer about the product and only communicate relevant information at the right time. Unless you understand what really matters to your customers and deliver it judiciously, your personalization would be considered as spam.
6) Never forget the purpose of personalization: The ultimate goal of any customer relationship is to foster a good relationship. While there is so much data about the customer available, organizations must use data only for the purpose of providing a seamless, efficient and pleasant experience.
7) Measure everything: You need to get continuous feedback from your customer. Continually ask customers for feedback about how you are catering to their needs. When you ask for feedback, remember excessive feedback can always backfire. Good analytics will help you figure out what’s working and what isn’t. This way you can revisit your strategy and fix the areas that are lacking.
Organizations that use information gleaned from personalized interactions provide a good experience to their customers and also helps to identify areas of untapped opportunity. Personalization equates to convenience and efficiency for your customers so start your digital personalization strategy today!