To retain existing clients and scale your business, good customer service is a non-negotiable. However, the meaning of customer service has evolved tremendously. In addition to tasks such as resolving issues and answering questions that have traditionally comprised the bulk of customer service activities, impressing customers today means delivering a personalized experience.
A personalized customer experience acknowledges that every customer is unique and caters to their preferences by providing tailored messages, offers and recommendations rather than generic communications. Being understood at this level by the companies they do business with is becoming more and more important to consumers. According to the 2023 CX and Communications Consumer Insights report from Broadridge, more than half of consumers said they stopped doing business with a company because it did a poor job personalizing their experience. This number skews even higher for younger generations (63 percent of Gen Z and 59 percent of Millennials). And, there’s a disconnect between expectation and reality, as only a third of respondents say companies are successfully providing data-driven customized experiences.
On the other hand, customers tend to reward companies who take this extra step, with 75 percent of buyers reporting an increased response from personalized materials. The average increase noted from personalization was 12 percent.*
To meet customer expectations and enjoy the rewards, companies must tap into data to get to know their customers better and customize the entire customer journey. Here are some strategies to offer the personalized experiences your customers crave.
- Define buyer personas and the customer journey. The first step to creating a more personalized experience for customers is to understand who they are and where they will be interacting with your company and products. These insights provide a jumping-off point to communicating with them at the right time and in a targeted manner.
- Shore up your data strategy. Now that you have a good idea of who you’ll communicate with and when, gather the needed intel to do this successfully. Common information such as customer name, location and demographic data coupled with search and purchase history will help provide a roadmap to personalized communications.
- Take a digital-first approach. According to the Broadridge report, 65 percent of consumers want companies to improve their digital experiences. Use each customer’s data profile to create a digital journey that is personalized for them, such as greeting them by name and offering recommendations based on their purchase history and specific needs.
- Cover all your bases with an omni-channel strategy. To allow customers more choice, complement your digital strategy with additional communication and hybrid bill pay options. This approach lets customers choose how they interact with your company, increasing customer satisfaction and tangibly putting their preferences first.
Creating personalized customer experiences is good for business, and Matrix is here to help you make that goal a reality. Our fully optimized and hyper-personalized approach includes a suite of end-to-end solutions that combine information with design best practices and enabled channels. From comprehensive, integrated e-solutions to transactional mail that sets your brand apart, Matrix improves your business efficiencies and maximizes your targeted growth. Contact us today to get started.
* NAPCO Research Annual Commercial Print Industry Trends and Strategies Service, 2021