Why personalize customer experience?

Researches show that consumers expect very personalized experiences and recommendations. They are more likely to shop and get involved in the websites which offer personalized marketing. On the other hand, when consumers encounter irrelevant content that wastes their valuable time and distracts their attention, they become frustrated and the chances that they’ll return are low.

A 21st-century shopper often does not even leave his or her apartment, a car or another means of transport. With access to the internet anytime anywhere, a new trend that is taking off is ROPO – Research Online Purchase Offline. It refers to a behaviour where consumers first consult online sources such as reviews, eCommerce stores, and expert opinions before purchasing in-store.

Spend a lot of time talking to customers face to face. You’d be amazed how many companies don’t listen to their customers.
Ross Perot

It’s convenient. However, the consumers expect further facilitation and solutions that will save their precious time by reducing the time spent on searching and the time spent on making a purchasing decision. Therefore, a better, more personalized customer experience, well-accurate messages and an offer including tailor-made products and services are valuable. People are willing to pay more for the simplification and improvement that answer their needs as a customer. They are eager to pay more for a personalized experience.

Consumers like being known

According to the Accenture report, a retailer that knows a customer’s name, who makes recommendations based on a particular customer’s purchase history encourages 75% of consumers to buy at his store. Today’s customers need personalized messages and brands that create data-driven campaigns to tailor content and offers to their interests are seeing the results.

Consumers like brands which use personalized marketing

In the 21st century, consumers are more likely to turn towards brands that have managed to establish a true relationship with them. Even 73% of shoppers say they fall in love with brands and remain loyal to them because of friendly customer service. Such a relationship is developed through an overall customer experience that the brand provides but first of all it is based on accurate messages. The consumers like the brands that recognize them as individuals and 63% of them said that they would have more positive feelings towards the brand that serves them valuable, interesting and relevant content. 74% of consumers get frustrated by not personalized content and irrelevant messages. Also, 63% of respondents feel annoyed by old-fashioned strategy and repeated generic messages.

Consumers like shopping in those stores that leverage personalization more

Personalization of content that reaches consumers provides them with a better experience and makes them think of a brand more positively. That helps to develop a relationship which leads to engagement and, eventually, to shopping decisions.

Obviously, consumers are eager to buy at the store or use the services of a brand, and they have a positive attitude 59% of consumers claim that personalization influences their purchase decision. They are more likely to give their recommendation of this brand to others. 77% of respondents said that they have chosen, recommended or even paid more for a brand which had provided them with a personalized experience. A quite impressive percentage of consumers (78%) claimed that they will engage in offers that are personalized against their previous engagements with the brand.

Consumers like the idea of sharing their data to receive a personalized experience

Consumers’ awareness increases. They are more conscious of marketing mechanisms as well. They understand that marketers need to track and gather data on their behaviours to be able to provide them with personalized content. The infographic below shows that consumers are likely to share data on their interests and behaviours in order to get a better customer experience.

Data…allows us to really customize how we talk to customers. That’s going to be a hallmark of where we go next in our marketing, communication strategy and our loyalty strategy.
Dan Wegiel

Salesforce research shows that 57% of 7.000 respondents are willing to share personal data for personalized marketing benefits, like discounts and personal offers. What is more, 52% of consumers would do it for product recommendations and 53% for personalized shopping experiences.

Research carried out by Deloitte has shown that 44% of consumers will be likely to repeat their purchases thanks to a personalized offer in a given company. 49% said that after receiving a personalized recommendation from the brand, they bought a product they initially did not intend to buy. 40% of respondents said they bought something more expensive than they intended thanks to personalized customer experience.

Salesforce claims that 68% of customers wish that a salesperson would understand their needs and 64% want personalized offers. Also, personalization decreases the number of returns in case of impulse purchases. 85% of impulse shoppers were happy with their purchase. The customer’s personalized experience does not have to concern only the purchase decision and the purchase itself. It may expand to upselling. Contacting the customer after the purchase, sending him or her a short message asking if they are satisfied with the purchase or service, informing about new products and current promotions or sales of products referring to their previous purchases, deepening the positive experience of the customer even more.

TASIL serves a top-class personalized customer experience

TASIL allows reaching the most appropriate target group with marketing messages. TASIL ensures that the content of the message created by the client matches the final customer’s needs and preferences. An SMS sent via TASIL will be a highly personalized ad that will reach its recipients in the most appropriate time and place. Learn more and see a real-life implementation of TASIL as an SMS marketing platform in Oman.

Instead of one-way interruption, personalized marketing is about delivering value at just the right moment that a customer needs it.
David Meerman Scott

If you don’t provide a personalized experience to your clients yet, it’s high time to change it. Knowing what your customers need and want is a competitive advantage and it can decide on the customer’s choice of your services over others. Your ignorance may push the customer to turn to your competition. Personalized marketing develops customer loyalty, increases sales and improves a brand’s reputation. All in all, personalization finally means also increased revenue. In this case, the effort will definitely pay off