As we have already discussed the importance of personalization in the previous blog post “impact of personalization in a b2b marketing firm”, in this post we shall discuss different examples of business personalization for our better understanding of this concept of business personalization.
“72% of businesses name improving customer experience their top priority”
Honestly, there is no perfect way of personalization, it is a journey. Your main goal must be to provide the best to your customers and you should keep in mind that every customer is unique and will have a different experience with your service. You must also keep in mind to not to overdo it because an excess of personalization can make your customers uncomfortable. Let us now discuss few of the ways you can optimize your personalization and use it for the growth of your business and customer satisfaction:
1. Better understanding = better communication
79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand. (Marketo)
You will get a lot of relevant information about a customer by looking at his different activities- the kind of places he goes, his posts, his stories, his tweets, etc. All you need to do is observe. Take notes and get to know about your customer’s likes and interests and segregate your audience. Give them relevant content. Lack of content relevancy generates 83% lower response rates in the average marketing campaign. Do not throw all of your content to all of your customers!
Call any contact provider once and tell them that you are looking out for jobs and next few months you will keep receiving calls regarding some job opportunities! The service is much appreciated. Here, the customer directly talks about his needs. There are so many indirect ways you may collect the customer data. However, make sure you are not overdoing it! Overdoing will only cause your customers irritation!
2. Practice makes a man perfect!
Try bucket testing!
You may ask “what is that?”
Well, it is a method of comparing two versions of a webpage or app against each other to determine which one performs better.
For instance, a B2B technology company may want to improve their sales lead quality and volume from campaign landing pages. In order to achieve that goal, the team would try A/B testing changes to the headline, visual imagery, form fields, call to action, and overall layout of the page.
By testing ad copy, marketers can learn which version attracts more clicks.
It is like a preparatory test that happens before your final exam! It will help you to determine your marketing strategies and come up with a hypothesis.
3. Transparency is the key for every successful relationship
More than half of consumers (57%) are okay with providing personal information (on a website) as long as it’s for their benefit and being used in responsible ways. (Janrain)
There is one rule for every successful and happy relationship and that is- Transparency! A customer must have a choice in whether he wants to share his information or not. Most customers don’t really mind sharing their information as long as they can trust you and as long as you are honest. Being transparent will serve you for a really long period. You want to collect relevant information of your customers to optimize their level of satisfaction, but not at the cost of pissing them off or cheating them!
4. It is a customer’s right to expect!
A customer might come with the pre-notion of receiving some standard quality of service. The market is so wide, with companies providing such top class service it comes without any doubt that a customer will not settle down for anything less than their expectations! Netflix and Amazon are the best examples for this!
They expect some degree of personalization! Retarget after every experience, keep your data clean and updated!
5. Create an emotional connection to your customer
“After one negative experience, 51% of customers will never do business with that company again. “
Emotional connections are the strongest kinds of connections. In order for you to provide a personalized service to your customer, you must connect with them emotionally. Respond to their feedback, keep in touch, wish them on their birthdays or anniversaries, provide them with condolences when they are going through tough times, etc. Show genuine concern. It will build brand loyalty and goodwill for your company.
The key to personalization is actually to make marketing more human. Let us embrace it and give quality service and make customer satisfaction our primary goal.
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