How to Personalize the Digital Customer Experience
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.
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.
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
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.