Personalized customer service is about treating people as individuals. In an age where customers can buy your products and services from almost anywhere in the world, this has become increasingly complex…. and a marketing requirement.
In the words of Simon Mainwaring, author of We First: How Brands and Consumers Use Social Media to Build a Better World, “The advent of Google+ and the emergence of the personalized web means this is more true than ever. Brands, and their advertising partners, must wake up to this challenge and define themselves with clarity, consistency and authenticity. Otherwise, they just might find themselves shouting in a ghost town.”
Are you ready to deliver personalized content?
The Appeal of Personalized Customer Service
According to this article by Startup Bonsai, 90% of consumers in the U.S. find the idea of personalization appealing. So much so, that 80% of consumers say that they are more likely to consume a company’s products when they are given a personalized experience. With these kinds of numbers, it is no wonder that marketers have started to adopt customer personalization, as that same article states that almost 90% of online businesses already invest in and 60% extensively use the technique. If the majority of consumers prefer this type of experience, and companies are already investing, it would make sense that you may want to reap the benefits as well. But how do you personalize your content the right way?
Creating an Experience for Your Audience
When delivering a personalized experience to your audience, the last thing you want to do is inundate them with advertisements and automated messages. Further, as this article from Forbes explains, “75% of people find most forms of personalization creepy due to its nature.” If such a high percentage of people find personalization creepy, it might seem like using this technique would be counterproductive. However, there is a sweet spot to meet, and the same article provides a few tips: assess your audience’s needs and create a message that effectively addresses them. Then, address potential customers on a more personal, though not too personal level, and adjust your messaging as you receive feedback. If done correctly, the customer will feel as though they are being given a product that suits their needs, rather than an invasive attempt to sell them something.
Growth Through Collaboration
In addition to creating a personalized experience for your customers, you can further grow your company through collaboration with like-minded influencers. Influencers tend to have communities around a specific industry or interest, which can line up with your company’s product. Whether you are a large or small entity, this article from Backstage goes into detail on the benefits of collaborating with smaller influencers. A few reasons for these smaller collaborations include the fact that these influencers are more likely creating content out of passion rather than necessity, are exchanging posts for minimal fees or free products, and have higher audience engagement. In essence, these smaller influencers will have fewer costs associated with their collaboration and, if they truly like your product, are more likely to deliver a genuine review to a small, but loyal, audience. This can be especially beneficial if your product is new or if you just need that little boost that can lead to referrals.
Conclusion
With the explosive growth of online retail, creating a personalized customer experience has become more important. The keys to success are to create a personal, but not too personal, level of engagement with your audience, address their needs, adjust to these needs over time, and collaborate with influencers both big and small.
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