How-to Guide

How to Personalize the Digital Customer Experience

Now more than ever we’re collecting enough data to differentiate our customers from one another and drill deeper into their user preferences. But are we using that data to provide unique digital customer experiences? 

The answer is a resounding no. Only 1% of companies who regularly tap into stores of social and legacy customer data actually use it to its full potential. It’s time to shift the focus away from engaging in simple actions to driving loyalty via personalized interactions.

Personalized web experiences are getting double digit returns in marketing performance.
Forbes

By giving customers a tailored experience, a brand increases the likelihood of cultivating a loyal customer. In fact, marketers that deliver personalized experiences are getting double digit returns. 1 The customer is rewarded as well, with convenience, with the ability to better utilize your product or service, and perhaps most important of all, with the feeling of being understood and valued. If you’re looking to personalize the digital customer experiences for your audience, follow these tips:

Get to Know Your Audience. If you don’t know your target audience, you can’t deliver relevant content or connect with them in a meaningful way. Get to know your customers through holistic customer profiles containing information across social networks—from where they are in their customer lifecycle, to their sentiment, to their hobbies and interests. Knowing your customer along with how and where they like to engage is essential to crafting personalized messages, at the right time on the right platform.

Hello, My Name Is…When you call customer service the agents always introduce themselves, why should digital support be any different? By adding support team members names or initials to replies, your adding a personal touch and telling the inquirer that they’re receiving a human response. To see this technique in action check out @XboxSupport or Zappos on Facebook.

Act Like a Small Business. Nothing’s worse than being handed off from one agent to the next, repeating your issue over and over every time you communicate with someone new. It seems that the larger the company, the more likely you are to have a negative experience when you’re passed from agent to agent. Big business can achieve “small business” attention to customer service through the use of case ownership. This requires your social media management tool integrate with your CRM as well as maintenance of robust customer histories and assigned cases rather than posts. This ensures that when you do have to pass along a customer, their information is readily accessible by the next agent.

Avoid Canned Responses. An activist tagged a bank on Twitter in a complaint. His issue was not so much with the bank itself, but about police treatment of him when he happened to be on the bank’s property. The customer support agent—not a robot—technically responded, but by no means did they address the user’s particular concern. This mistake was unfortunately repeated like a broken record as the agent replied to multiple users with the same canned response. This company missed the mark by failing to understand that customer service is about more than a quick response—it is about making the customer feel valued. Context is key, and a brand’s ability to have real conversations and create meaningful interactions via social is critical to the digital customer experience.

An honest approach gives any company its best chance of eliciting understanding and respect among its customer base. It takes a human touch to read each comment and understand each user’s concerns, but it also requires a social listening system that enables customer service to process each comment in a streamlined fashion.


1 Forbes Article - "How Marketers Are Driving Growth Through Personalized Content"

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