As brands begin to re-open, we see a lot of talking around personalization and the importance of creating a positive customer experience. But, what does this really mean?
A personalized digital experience is about feeding your users the information they will be most likely to consume, a service tailored to their needs and desires. Before we can personalize the user journey, we need to understand who our customers are today, what are the new user traits, if these customers are willing to buy and what are the new questions they need answered prior to considering your product.
We can define 3 key points to understand your personalization opportunities:
1- Analyze your data
It’s time to take a deep dive into your analytics and data platforms to see what data is available to segment your customers. Look into your CRM for loyal customers and marketing channels flow for behavioral data points on prospects. The shift to a digitally dominated experience will force brands into building out conversion profiles such as deal hunter, last minute buyer and new to online shopping. They will do so to better understand how people navigate their sites and the repeat visits that will drive conversion.
2- Listen to your customers
This has always been a crucial part of the journey building to personalization. Emotions are the driving force. We need to take a fresh approach into understanding how users are feeling now and how their emotions have changed post-Covid. Knowing what the current frustrations are, what health and safety guidelines customers need to feel safe and trusting, what is the #1 complaint in your call centers, what are they saying on social media about your brand.
3- Implement a testing tool
Why is this important? With the need for faster execution and learnings, testing tools are an asset to any business. You will be able to test new features and understand their impact on the different segments (new vs. returning vs loyal customers, geo-location, 2nd visit, 3rd visit) and then be able to iterate quicker.
A personalized customer experience will be your ultimate brand differentiator. Brands should leverage technology such as AI and Personalization engines to create tailored, real-time experiences that will go beyond meeting customers expectations. The goal for any digital marketing team should be developing a cadence of iterative testing and learnings, to be able to update customer behaviors and prompt them with their preferred experiences.