Nowadays, personalised customer experience has become a requirement for companies and businesses. Personalisation simply put, is a medium to enhance a customer’s experience with your brand or company.
Even in day to day lives, people always broadcast it to their friends or on social media, if they have had a personalised experience with a brand or company. The reason behind this is that a personalised customer service shows the customer that you as a company/brand, care. In a study, 76% of customers mentioned that customer service represents the value that a company has for its customers.
In fact, for many customers, excellent customer service is enough to sway them to your brand/company over the rest.
Why should you create personalised customer experience?
Latest research proves that customers have high expectations of excellent customer service and very personalised experiences. If the company/brand meet these expectations, customers are likely to spend more when they receive such personalised customer experience.
When a customer experiences a personalised service, it makes them feel like it was somehow unique to them.
Customer experience has become a tool to view a company/brand’s capacity.
In an age where business and lifestyle has become digitalised, companies/brand need to upgrade themselves and meet the customers on the same level and provide personalised experiences through their websites and in person, to build a lasting relationship.
How to create a very personalised customer experience?
Today, people have become hyper-connected over various platforms and devices. These vary from laptops, desktops, smartphones to wearables like Fitbit, the Apple watch to entertainment, car navigation and even home appliances.
Opportunities to communicate and deliver customer support solution and satisfaction has increased.
Creating an excellent customer service that is personalised is required.
Here are a few steps to follow:
- Create a customer persona or behavioural profile.
Providing personalised experience to your customers based on understanding your customer’s real-time interests, preferences and behavioural patterns will tell you who your customers are. The marketing department in your company/brand must be able to provide demographic data and customer information. Build a dialect of loyalty with your customers based on individual profiles.
You can create these profiles by interacting with customers directly and finding out where they need assistance.
- Build customer loyalty platform.
Reward loyal customers by providing them with spontaneous discounts for their return to your brand/company. Customers feel like you recognise them and appreciate their business with you. Building this loyalty program proves to be effective when loyalty program members recommend companies with good loyalty platforms.
- Develop customer’s experience journey.
Compile customer’s profiles with identifiers that can guide your customer support staff to provide a unique experience to your customer. Focus the customer’s key expectations to identify their profile and provide them with an excellent experience.
There are various strategies you could use to add to your company’s customer journey. For example, recommending products on your website right after their purchase or while they are browsing or sending them a ‘thank you’ mail for doing business with you.
- Create multiple channels to connect.
In this world of multiple channels of connections, your company needs to be present. Accessibility of your company’s service is at a high demand. Your company needs to be available to connect with its customers through all modes of communication. Customers expect instant service when they require it. When you provide the customer with such convenience, it will promote your relationship with the customer.
- Develop technology to ensure excellent customer experience.
Use technology to help you understand your customer. The growth of AI technology addresses the challenge of gaining insights to personalize the customer experience. By matching data or information collected about the customer/user, you can create a digitalised customer experience journey. You have to make sure the right content is sent to the right customers to increase the success rate of a personalized experience.
- Encourage customers to provide feedback.
Developing a systematic table to collect your feedback provides your company with the opportunity to receive quality input about your services. By encouraging your customers to give you both negative and positive feedback, you can improve your services. When you utilise the feedback you receive in an efficiently, you can improve your customer experience to be as personalised as possible.
You could also consider rewarding your customers by way of mentions on social media and thank them for their valuable input, with a note or a small gift certificate. These steps will maintain brand loyalty.
- Review your services on a regular basis.
Your customers have different needs and interests on a long-term basis. Updates on your customer’s new habits, trends and needs are crucial. Collecting this information from every available source is important in building a knowledge base and insight for personalizing your customer’s experience.
Earlier, companies had to collect information from broad macro channels to create a customer friendly experience. Nowadays, it has become easier for companies liked Helpscout to collect data from a host of platforms. The explosive growth of technology, analytics and creativity have made the advancement to create personalised customer experience a remarkable reality. Building projects that align with customer experience will help in communicating with the right customer and executing a system that can provide excellent personalized customer experience.