Why Personalized CX Matters, And How to Make it Part of your Strategy
Personalizing the customer experience has become extremely important as customer expectations continue to grow, and consumers are becoming more selective of which brands they interact with.
To meet these expectations, it’s essential for brands to tailor the buying experience to customers’ individual needs. Creating a positive customer experience can result in a 10-15% boost in your sales-conversion rate.
Insights into the customer experience are primarily based on each customer’s personal sentiment, which can be difficult to capture in a report or survey.
The true customer journey is prompted by the behaviors, preferences and tendencies of individuals. Each customer is unique and although technology enables us to communicate in different ways, the perception of a great customer experience is still very different from one customer to another. One size does not fit all, and two customers experiencing the same service from a company may feel different about that experience.
This is where we are today. Companies are doing a good job collecting customer feedback and consistently improving their processes. Unfortunately, that may not tell the entire story as people have different preferences.
- Make it easy and seamless.
- Cut down repetition.
- Make the customer journey short, but leave an impression.
- Humanize every interaction and go out of your way to help.
- Know what they prefer and cater to them.
Think of your own personal life. You may not frequently text your best friend with regular updates on your life, but message your other friends randomly as things come up in real time. Why? You know your audience so you don’t bother reaching out to certain people in ways that you know are annoying to them. Additionally, if you’re texting back and forth with a friend to the point it gets too complicated, you might just dial them on their cell to continue the conversation. Imagine how annoying it would be if you had to recap every single thing you talked about over text.
This is something that all companies need to address. According to a research report by Aberdeen Group, “61% of customers have not been able to easily switch from one channel to another when interacting with customer service.”
A crucial step to making personalization work properly is to ensure the right data is available to profile customers. Once you layer the right insights, you then need to figure out how to identify your customers so you can provide the white-glove service they expect.