Personalization Of Customer Experiences
With recent changes to the web and mobile experience and the shift in media consumption patterns of our customers, it has become increasingly easy for marketers to obtain data that tells them who gets what content, where they get it and what they do with it. Marketers will be expected to tailor their messaging and experiences to better match what their customers expect – relevance. In 2016, you can expect more personalization of brand experiences.
Fortunately, more people are willing to exchange a degree of privacy for a personalized experience. Compared to the total population, younger people—who have grown up with technology—are more comfortable with sharing information than older customers.
- Apart from making personalized recommendations, web pages should be designed to display other content based on customer history. You should consider building your landing pages on the same premise; when a customer arrives at the website, the referral source, geographic location, and purchase history can all influence what is presented on the page.
- Greeting your customer by first name is more engaging than an impersonal “Dear customer.” Lead data can be integrated into the emails so that specific products or offers are highlighted accordingly. For example, if your mailing list is generated from your customer/lead database, then information on prior purchases or lead activity can be used to suggest future actions.
- You should adopt the same personalization approach when responding to customers on social media, answering their questions and engaging them. A personal interaction here (as opposed to automated responses) goes a long way.