{"id":24490,"date":"2022-09-16T16:54:55","date_gmt":"2022-09-16T20:54:55","guid":{"rendered":"https:\/\/www.3pillarglobal.com\/?p=24490"},"modified":"2024-08-15T17:11:02","modified_gmt":"2024-08-15T17:11:02","slug":"a-guide-to-personalized-customer-experience","status":"publish","type":"blog","link":"https:\/\/www.3pillarglobal.com\/insights\/blog\/a-guide-to-personalized-customer-experience\/","title":{"rendered":"A Guide to Personalized Customer Experience"},"content":{"rendered":"

No one wants to feel like a number. And yet, so many companies leave opportunities on the table by not delivering a personalized customer experience<\/a>.<\/p>\n

While it can be tough to know where to start, personalizing your customer experience is no longer an option, it\u2019s a must. Epsilon<\/a> research tells us that 80% of your customers want personalization, and they\u2019re likely to jump ship if they don\u2019t get it.<\/p>\n

However, although most businesses say they consider personalization a top priority, 74% admit their efforts are failing<\/a>. Unfortunately, in today\u2019s increasingly competitive landscape, failing to deliver a personalized customer experience can lead to lost revenue by losing customers. This statistic came from before<\/em> the pandemic. And after the pandemic forced digital-first engagement, we anticipate these rates to grow.<\/p>\n

Because so many businesses struggle to personalize the customer experience effectively, exceptional performance can be a brand differentiator<\/a>. More importantly, improving your customer experience to meet and exceed market expectations is not one-and-done. Instead, it should be an ongoing effort.<\/p>\n

Why Personalize the Customer Experience?<\/h2>\n

We\u2019ve established that your customers want personalization. Let\u2019s dive into the value it brings to your company.<\/p>\n

Simply put, personalization is one of the best ways to improve the customer experience<\/a>. As McKinsey<\/a> says, \u201cPersonalization, once limited mainly to targeted offers, now extends to the entire customer experience. This means that customers want personalization throughout their interactions with a retailer\u2014with multiple, personalized touchpoints that enable them to allocate their time and money according to their preferences.\u201d<\/p>\n

Although McKinsey is speaking directly about retailers, their observations are relevant for every industry and business, including those selling digital products and services. It makes a lot of sense. Customers are more likely to purchase if they feel your offering is relevant to their needs.<\/p>\n

Personalized customer experiences aren\u2019t exclusive to the sales process. They also relate to self-service<\/a>. When people are able to get answers they need on their schedule, they\u2019re more likely to feel positive about your brand and continue to buy from you.<\/p>\n

Avoiding the Challenges of Creating Personalized Customer Engagement<\/h2>\n

By this point, it should go without saying that personalized customer experiences should be your focus. After all, consumers are 91% more likely<\/a> to choose brands that give them relevant recommendations.<\/p>\n

However, it\u2019s equally important to get it right. The consequences of getting personalization wrong are devastating. Gartner<\/a> shares that \u201cBrands risk losing 38% of customers due to poor marketing personalization efforts.<\/p>\n

To avoid the biggest pitfalls of personalization efforts, you want to make sure that your data is formatted correctly and consistently. After all, you don\u2019t want to address emails to the wrong person, or worse yet, [First Name].<\/p>\n

What\u2019s more, you\u2019ll want to ensure you have an accurate map of the customer journey<\/a>. It enables you to make the most relevant suggestions and recommendations at each stage. If someone has already purchased one of your products, you don\u2019t want to market it to them again. To that end, if they\u2019ve told you they have a specific need and you offer a solution that doesn\u2019t solve it, they\u2019re more likely to move on.<\/p>\n

How to Personalize the Customer Experience<\/h2>\n

Now that you understand the value of a personalized customer experience, let\u2019s dive into the factors you\u2019ll need to consider.<\/p>\n

Customer Journey Mapping<\/h3>\n

Successfully personalizing your customer experience starts by gaining a solid understanding of how your customers interact with your brand. Start by mapping your customer journey<\/a> and defining every touchpoint\u2014whether digital or non-digital.<\/p>\n

Customer Feedback Loops<\/h3>\n

Personalized customer experiences rely on exceptional data, meaning that User\/UX research plays a significant role. In addition to harnessing the power of user data, customer feedback is one of the most important tools in your arsenal. With that in mind, you\u2019ll want to create customer feedback loops<\/a> by sending customers a series of surveys at different times, including:<\/p>\n