The importance of personalisation in customer experience

How many times has this happened? You have tried contacting a customer service department and thought, ‘there must be an easier way?’ In today’s digital world, where instant access thrives, you might like to think so. Another aspect is that the more the number of options, the more diluted the actual service. It is flummoxing that a mere act of contacting and speaking to someone seems such a daunting feat. Hence, the gamut of customer experience management needs immediate address.

The call for customer experience management

So, how crucial is it for companies to transform their customer service experience? Many posit that those who do not shall fail. And with good reason. To put the idea into perspective, below are some statistics for your perusal.

According to Hubspot, about 68 per cent of consumers acknowledge a willingness to pay more for products from a brand known for good customer service experiences. According to Khoros, 86 per cent of companies believe providing good customer service helps transform a one-time client into a loyalist.

Digital transformation with personalised customer service

Why the need for personalised services? This is a question that continues to erupt. The good news is, there is an answer. When customers reach out to brands or businesses with issues, they do so with the desire of receiving a complete solution. In this stead, they deem customer service to be a seamless experience. And without enduring the multiple steps of addressing issues and long wait hours.

Personalised, tailor-made services that cater to the problems are the building blocks for meaningful relationships.

The importance of personalisation

The gamut of personalisation helps businesses in various ways. Some of them are next.

Businesses can deliver faster customer service

First up is that companies can keep a tab of customer information. What this means is they have credible and relevant information to act over. The data includes interests and preferences, income levels, age and others. Using these, service agents can then modify their interactions and conversations accordingly.

What’s more, businesses also have, at their disposal, advanced analytical tools for filtering out customer choices. Also, with time, these tools enable agents to resolve issues much faster as they become familiar with the customers’ approach.

Businesses can get a competitive advantage

The business landscape is getting increasingly competitive and dynamic, which means companies are intensely competing in offering similar products and services. So how can businesses stand out? This is where personalised services come to the fore. It plays as the top-ranking factor that helps set apart an enterprise from its competition.

Every company seeks a metric to differentiate itself from the crowd. One such parameter of sorts is in a Hubspot survey, wherein 90 per cent of customers consider an immediate response a top priority. And 60 per cent of them regard a waiting time of ten minutes or less as a benchmark. With that said, corporations must jump on the bandwagon of using customer-centric strategies. These typically include personal chat support, live agent calls and email support, among others.

More power to businesses when meeting expectations

Personalised services are no longer the exception but the norm. Customers’ needs and expectations are seeing a rapid rise. For instance, today, a seamless experience is expected when buying online or wandering through a website. With that said, offering services in tandem with customer desires is a must.

Businesses attain customer loyalty

A happy and satisfied customer will stay loyal to the company. Businesses stand a higher chance of repurchases from loyal and regular customers. Plus, they tend to market and endorse your services among friends and family. That is indirect word-of-mouth marketing and free referrals.

In this stead, personalisation goes beyond just retaining customers and building relations. It helps you foray into newer people and audiences. The way for companies is to scout for appropriate skill sets, expertise and experiences for rendering seamless, personalised experiences.

Learning from the bigwigs

The pioneer that is Amazon

A stalwart of the retail space, Amazon uses sophisticated analytics for personalised services. The program puts forth recommended products based on items that online visitors view. Also, the display items can get bundled with the items in the customer cart. What’s more, the magnate recommends additional products in the transaction confirmation emails.

In essence, Amazon has raised the bar for personalised services with its granular and innovative offerings to customers. For instance, Amazon Prime Wardrobe recently launched a personal shopping service for Prime members. Here, customers fill out a survey mentioning their styles and preferences, and a team of stylists send suggestions accordingly.

Foraying into a dynamic approach with European Grocer

European Grocer is another enterprise that has successfully leapt from one-size-fits-all offerings to personalised experiences. It all began with research on macro-segmentation. Using this, the retailer drilled down a level further and carved smaller, niche segments based on location, time of day, and others. These aspects then fortified into a new transaction engine for the grocer. For example, this engine does not provide discounts to regular shoppers of coffee or lunch at the store. Instead, these get routed to the users of the smartphone app. These users receive offers when passing by the store.

The rich data has enabled the grocer to track sales across its entire network. In doing so, European Grocer optimises for weather, day of the week, time of the day and others. The result? The grocer enhances the effectiveness of its promotional offerings and discounts.

At the end of the day

Personalisation is a must, given its potential impact on customer satisfaction. A good starting point is to pen down a list of high-impact use cases relevant to the consumer. Better yet, these should not be too complex to execute. Once done, a cross-functional team can be assembled for devising an integrated database. In doing so, you must ensure that the data is both highly available and targeted.

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