Six Steps to Boost your Personalization Strategy
What is Personalization in Customer Experience?
Technology has handed customers unprecedented power to dictate the rules while shopping online. It’s becoming more important than ever in our fast-paced consumer world to give customers not only the seamless and exceptional customer experience but also a unique and personalized one. By personalizing the CX, brands can ensure that aspects such as their website appearance, app UX, product displays and descriptions on their e-store, and so on could be different for every customer on the basis of the customer’s ascertained preferences. Through this, companies are attempting to cater to the individual likes and dislikes of their target customers so as to maximize the brand appeal.
Why is it important for brands to adopt it?
It is easy to understand the fact that customers would be able to have a more ‘likeable’ experience through personalized CX. But is it worth investing in for brands? Here are some statistics that can help in drawing a conclusion:
- On average, 71% of customers express frustration to some extent due to impersonal shopping experience
- 80% of consumers show greater proclivity to make a purchase if brands offer personalized experiences
- 72% of customers engage only with those brands that offer personalized CX.
- A company’s understanding of their individual needs influences customer loyalty for as many as 70% of consumers
In a nutshell, not only does investment in delivery of personalized CX amount to money very wisely spent, but failing to do so is akin to committing business hara-kiri.
The Six Steps which can boost the Personalization Strategy
In delivering personalized CX, it is important to follow a structured approach. Also, it is important to determine what you seek to achieve from the CX personalization strategy, so that you can effectively track your progress on those desired objectives. We therefore recommend a 6-step approach to deliver personalized CX.
- Map the Customer Journey
The first step towards personalizing CX is to set up a mechanism to understand customer preferences. The best way to go about it is to map every customer's journey over your digital platforms, such as website or smartphone app through tracking cookies or SDKs. Customer journey maps help you understand the products that customers are spending more time on, the kind of information they are seeking from your website, and so on.
- Understand the Consumer Behaviour
Once you set up the mechanism to map customer journeys, you would then want to use analytics to understand patterns in their behaviour on your website. You may also attempt this by running surveys or polls on your website, app, or social media pages.
- Make the most of the data
The data that you accumulate through the above step will help you determine various patterns in your customer preferences and needs, and also various factors that influence commercial outcomes for your brand. Such insights would be immensely useful in devising a CX personalization strategy.
- Create Relevant Content for each group
They don’t say ‘Content is King’ for no reason. Once you have profiled what your individual customers want, prefer, or desire, you need to create content that you could deliver to different customer groups. It is essential that you ensure consistency in the content you create, even if it communicates different messages to different customer segments.
- Leverage the Power of AI
Remember that when you decided to deliver personalized CX, you need to customize your content for every customer. And that is not an easy task, and certainly beyond the human capabilities of your marketing team. As a result, it is imperative for you to make use of AI-driven MarTech to be able to deliver personalized CX at scale.
- Regular Optimization to measure effectiveness
When you begin your CX personalization efforts, you may not know every aspect to factor in at the first go. It is a journey through which you would keep learning more and more about your customers, discover new parameters on which you might want to measure and analyse customer behavior, and so on. As a result, it is essential that you keep optimizing your consumer behavior tracking strategy and accordingly, reorient your content and its delivery.
How we can help
The above 6 steps would ensure that you can set up a continuously evolving and fool-proof CX personalization strategy. At PennyWise, we have a proven expertise in delivering CX personalization solutions for several of our clients. We are a platinum partner for Sitecore, a versatile platform that packs advanced analytics features to enable the personalization of brand conversations with target customers. Moreover, our proficiency with the use of Drupal, WordPress, and SharePoint helps in effective content management and automated and personalized delivery of the same. We also have demonstrated proficiency with using the Acquia platform for personalizing digital experiences.
If you have taken the wise decision of adopting a personalized approach towards delivering CX, we would love to lend our support to you in your efforts. We have a proven track-record in transforming digital presence for brands through personalization to deliver real value i.e. higher sales. Start your personalization with PennyWise now.