Personalisation is the value of the customer onboarding process materialised — an amalgamation of everything a customer has shared with a brand articulated in individualised experience. The goal: arm those that operate on behalf of the customer (or systems) with everything they need to serve them better and enable customers to pick up wherever they may have left off.
For those who have spent time in the marketing trenches, buzzword fatigue might be kicking in, but rest assured, the real value of tailored customer experiences moves beyond the dropping of a name here and there and towards helping customers achieve meaningful outcomes with your brand:
Deliver the right product or service at the appropriate time
Customers expect that the companies they do business with, use the information shared to provide content that offers cumulative value and utility to their experiences. Think about Netflix's recommendations, providing information tailored to customers watch data adds a level of relevancy and value to the customer during their browsing process and allows them to pick up where they left off. In the context of retail, this might look like leveraging Omneos 'New To You' feature - displaying a series of products known to have not been seen by an individual customer.
Ultimately, we want to feel that our time is valued by those serving us (a sentiment echoed in recent Forrester research). At its most basic, this means providing seamless transitions across channels and systems, so there is no need to repeat details at each interaction - one of the catalysts for Omneos 360 profile view. It means offering impactful convenience like saved payment and address details, and allowing login without remembering yet another password.
Consider this, a customer walks into a store looking for a specific pair of jeans; they purchase them and provide profile information at check out. They arrive home, fancy new jeans in toe, only to check their inbox and see an offer for the same pair of jeans. The response? Confusion, maybe even frustration. Excellent customer experience is not about being everywhere and being all things for all people. What matters is showing up for the right customers, where and when it matters. Whether this looks like incentive programs, particular preferences, eReceipts or feedback opportunities depends on the brand.
What does this mean for business?
Greater staff engagement
Prioritising CX intrinsically lends itself to higher employee engagement. When employees think of themselves as value creators for customers: empathy, trust and accountability follow. Customer value and personalisation are far from a concern only for upper management or strategy, its everyone's business. Customers come into contact with products, services and their providers daily across multiple channels. Arming their agents (your staff) with relevant information and championing a culture of value and feedback provides focus and direction for those on the frontlines of customer service.
For years, consistent omnichannel experiences have been the yardstick by which retailers beat themselves, by embracing the goals above, businesses not only position themselves for consistency but for:
- Familiarity & Confidence
Earned assets which quickly materialise into customer retention and in turn profitability.
What personalisation is NOT
If you've watched 'The Great Hack' on Netflix or kept up to date with the Cambridge Analytica scandal, you're painfully aware of how personalisation can turn creepy. We all love a positive shopping experience, but when targeted offers invade our personal space, a once trusting relationship quickly turns sour. Make a point to understand and respect personal boundaries, personalisation done well doesn't look like personalisation, it looks like a fantastic individual experience. Read about brands doing it well here.
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