The value of relevant customer experiences
By Laura Bjerre Schwalbe
Reading Time: 3 minutes
Your customers decide very quickly whether they like what you are offering. If you offer something relevant, you have a happy customer, but irrelevance ruins the whole experience and the customer is already gone.
Personalization does not mean creating hundreds of tag lines or creative variants. In reality, personalization is about making the experience relevant to the customer.
Engaging and personalized customer experience is the key differentiator for brands across the world. The customers of today want personalized purchasing journeys, and to provide such experiences your marketing efforts need to be relevant without coming across as creepy.
Read more: Personalization engines need data to be relevant
Relevance is achieved when you can communicate on a “1:1” level, by tailoring content and offers to individuals based on their actual behavior. However, this is often perceived as very difficult to do in practice, and yet many marketers agree that it is important to achieve their business goals.
Personalization does not have to be difficult
Delivering personalization to individuals at scale requires a mix of behavioral data and the right technology. To generate the highest performance and greatest benefit, marketers should focus on several key areas:
- Recognize and reach the right consumers across all devices
- Build individual profiles that are enriched with each brand interaction
- Make data-informed decisions about the best message to deliver
- Measure the impact of those efforts across all channels
Focus on these areas and you can tailor each brand interaction and speak to your consumers in the optimal way at exactly the right moment, which will ultimately take your business to the next level.
Personalization does not have to be difficult
Delivering personalization to individuals at scale requires a mix of behavioral data and the right technology. To generate the highest performance and greatest benefit, marketers should focus on several key areas:
- Recognize and reach the right consumers across all devices
- Build individual profiles that are enriched with each brand interaction
- Make data-informed decisions about the best message to deliver
- Measure the impact of those efforts across all channels
Focus on these areas and you can tailor each brand interaction and speak to your consumers in the optimal way at exactly the right moment, which will ultimately take your business to the next level.
Raptor is helping a wide variety of mid-to-large size companies communicate on a personal level, and they are at many different stages of personalization maturity. However, that fits perfectly with our approach, since we always aim to scale personalization efforts according to our client’s current situation.
Personalization directly affects your bottom line
Messages that are tuned to your customer’s actual wants and needs are beneficial to your customers, but also to your business. According to the Harvard Business Review, Personalization can reduce acquisition costs by as much as 50 percent, lift revenues by 5 to 15 percent, and increase the efficiency of marketing spend by 10 to 30 percent.
Read more: Bon’A Parte converts as high as 30% with Behavioral Triggers
Personalization that is well-executed increases the customer lifetime value and increases engagement and loyalty. At the same time, all smart tech investments leverage strategy driven services, at a price that suits your budget.
McKinsey.com further states that Marketers often view personalization at scale as an overwhelming undertaking, requiring millions in IT investments.
However, successful players often start small, generate top-line impact quickly, often in a matter of weeks, and self-fund the initiative after that.
