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Have you created Personalisation in Every Engagement with your Brand?

Submitted by:  Gill Bowmaker

A “Personalized Customer Experience” creates a emotional journey resulting in what we know as a memory.  If done properly will start a relationship both subconsciously and consciously with your customer. The benefit to the customer is that they feel like your brand understands “their” needs vs being one of the pack.  The benefit to your brand is that it can positively impact your revenue growth between 5 and 15% particularly for companies in the retail, hospitality, dining, financial services, entertainment and telecom industries.

The attempt at using a person’s name is the beginning of the strategy but it goes far beyond this reach out which quite frankly should be a given to any brand that plans to be around in the next couple of years.  It is a simple expectation that will allow your brand to survive.  Going as far back as 2016 brands that did not understand the power of personalisation churned up to 32% of their customers presenting gifts to brands that did understand. 

We known brands that adopted personalisation way back and have made it their mission to improve and weave their connections through their engagements are Amazon, Netflix, Facebook, Coca Cola and the list goes on. The glaring differential is that Amazon do not have face to face engagement with their customers yet manage to engage on a personal basis throughout the CX Journey whilst they sell goods that belong to other brand custodians. 

The Coca Cola “Share a Coke campaign” stepped into a whole new space with their global campaign of branding their bottles with individual’s names.  They created a need for customers to engage with them (essentially reverse engineering the relationship), by selecting their names from a retail space that could be anywhere and often at a higher price than a bottle with their own brand on.  It allowed people to use their product to create connections with family and friends or simply an individual shout out to their own importance.

Even more interestingly, 45% of consumers are more likely to shop on a site with personalized offers.  Netflix goes to extraordinary lengths to understand the behaviour or their viewers and then woo their customers by presenting personalised recommendations for more content.

The dilemma about personalisation vs privacy and one being traded off at the expense of another is real.  However Accenture’s research done in the United States reveals that 58% of consumers would switch half or more of their spending to a provider that excels at personalizing experiences without compromising trust. 


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