Customers change with time, and so do their needs. But, you must upgrade and transform the customer experience to keep customers glued with your brand.
Moreover, to make them loyal to your brand, you must acknowledge that the customers are different from each other. So, valuing the differences in the customers’ preferences, successful businesses personalize the customer experience! Here’s what the experts say about personalization.
“Personalization is the automatic tailoring of sites and messages to the individuals viewing them, so that we can feel that somewhere there’s a piece of software that loves us for who we are.”
– David Weinberger
Users want to see their favorite quotes and pictures, even on their coffee mugs and their clothes. Though it is important to offer personalized customer experience, it is a challenging job. So, to make it easy, the experts follow these tips to create a personalized customer experience.
Providing personalized user experience is a continuous, ongoing, and never-ending activity. But it begins with the collection of user data.
The most common way of collecting essential information for personalization is through the user profile. Many apps and websites collect a lot of information, but filling multi-page forms bores the customer. Also, customers are apprehensive of giving too many personal details. So, optimize the customer profile data by collecting the relevant information only.
Then we can’t ignore the most comprehensive source of customer data for profiling, i.e., big data. Big data and its analytics help understand customer preferences, purchase history, active times, etc.
The user data collected from various means has to be filtered and segmented. It can then be used for personalized geotargeting.
Email marketing is in all marketers’ to-do list! But, some of them do it wrong, and they don’t get the desired RoI. This simple question will help you find out where they err! Do you like reading those templated marketing emails which are not relevant to you? Most of us report these emails as spam. But, we don’t want our customers to trash our emails or report them as spam.
The best email marketing companies know the trick of making the customer interested in their emails. And it’s simple; just give your customers a personalized customer experience. Right from the subject line to the content, the email must be specific to your user. It should mention his name and give him something that he was looking for.
Moreover, instead of sending so many useless emails every day, send only relevant emails over well-scheduled gaps.
All marketers know the importance of messages and push notifications. But, all these direct means of communication with the customer are effective only when done the right way!
Whatsapp messages or in-app notifications should start with the name of the customer. The content of these messages should not have everything that you want to include, but only those things that the customer wants to know about. So, it is important to keep the message concise and precise.
The best example of a personalized and customized message is a special offer sent to the customer when he is planning a purchase and spending too much time on his shopping cart. This offer could be seasonal or based on regional needs, but it reflects that you understand what the customer needs, and you are making it easy for him to avail that.
Use predictive analytics to decide when to send messages and notifications. For example, when the customer is fast navigating through different menus in your app, he is probably searching for something that you can help him find. At this point, a virtual assistant should ask him what he is looking for.
Push notifications instantly catch the user’s attention, and so, the user must find them valuable. If the notifications are annoying, the user will stop using the app or uninstall it.
For great customer experience, there should be a highly effective search in your app or website. The effectiveness of the search means precisely that the user can find what he is looking for in the least possible steps. Else, the user will quit using the app and switch to the competitor’s app!
For the in-app search to be effective, the app should have easy navigation, accurate product descriptions, optimized product pages, detailed product specifications, relevant titles, high-quality product images, and videos, etc.
You can also use the user’s search history for personalization. For example, you can give offers based on the user’s past search history. And, make it further easy for you by giving him an option to wishlist a product or service, or mark it as favorite.
The customer experience that you offer should be intuitive and predictive. AI and ML help you understand and predict customer behavior. And, based on this behavior, you can identify the patterns and predict what the customer wants, or is expecting you to give, or even what he will do next.
The best example is that if the customer is randomly clicking on different areas of your app, you can assume that he is looking for something that he is not able to find. And you should help him find that!
Apart from that, predictive analytics helps you to display relevant ads to the customer. It also aids in giving suggestions to the customer based on his past behavior.
E-commerce businesses can use predictive analysis to suggest the customer supplementary or substitute products by assessing the product range that he is interested in.
Relevance is a crucial component of personalized customer experience. Everything you offer to the customer should be relevant to him. That increases engagement and makes the customer interested in your communication.
The timing of your interaction with the customer is another important aspect of personalization. If you are sending the customer messages and emails when he is expected to be at work, or he is sleeping, your efforts will be futile. And, once the customer starts ignoring your communication, you will have to work very hard to get him back.
So, use customer behavior to predict the best active times of the customer. This will ensure that he engages with you and responds to your communication.
There are so many tips discussed here to help you deliver an excellent personalized customer experience. But, you must identify if you are missing out on any crucial areas that the customer is not happy with. These could be specific to your app, website, or marketing campaigns.
To deliver the personalized customer experience, you will have to assess the specifics for your business and your customers. And, the best way to know what the customer likes and what he wants you to improve is by seeking his feedback.
So, go ahead and ask your customers for feedback on your products, services, website, app, social media posts, etc. This is the only way you can get their inputs on what they want from you. And, this will help you personalize the experiences best according to the customers’ needs.
This is the era of customization and personalization. Personalization is dynamic; it is a never-ending activity that must continuously adapt to user behavior.
With artificial intelligence and machine learning capabilities, it is not difficult to give engaging and personalized customer experience.
Are you looking for an app with a perfectly personalized customer experience? Contact us now!