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The Importance of Personalization & How it Impacts Customer Experience


Mar 6, 2018

However you decide to brand your company, there’s no denying the fact that personalization is playing an ever-increasing role when it comes to customer decision making. Choosing which business to go to is becoming as much to do with the way that you interact with customers as it is to do with your product or service. With an online business, it’s all too easy to become part of the crowd if you stick to the old methods, and you could be getting lost between your business rivals. To prevent your customer communication from becoming just another spam email or generic Facebook update about a new product, it is increasingly important that you remain on-brand and personalize your business so that customers are aware that there are real people behind the face of your company. You need to prove that you respect their time enough to communicate personally, even if you’re using technology to optimize your interactions.

Understanding who your customers are

Market research is vital when it comes to personalizing your customer experience. You need to know exactly who your target demographic is and adapt to their changing needs, often before they even know what those changing needs are going to be. Allocating resources to your personalization strategy may seem like a risk, but if you fail to adapt to the changing business landscape, then you run the risk of falling behind the competition. Carrying out some market research into who your customers are and what they want is not as difficult as you may assume, whether you opt to undertake the task yourself or outsource to a market research company.

Encourage efficiency

Obviously, we have an unprecedented advantage in the business world by using the technology that previous generations had no access to. As tech continues to play an increasingly important role in our private and business lives, it would be nonsensical to ignore the benefits that technology implementation can bring to your bottom line. For companies that wish to outsource their website management to optimize the use of the data analytics, the ROI can be significant when it comes to attracting new customers or planning your next advertising campaign. For businesses that want to optimize their customers’ ease of purchasing, then communication optimization is key, with tools such as the use of SAP portals able to streamline the service that you are able to provide. It’s no surprise that SAP is becoming increasingly popular.

Trust and Money

Customers don’t have to trust you when it comes to using your services, but they’re far more likely to buy from you if they do. Gaining the trust of your clients is one of the best ways to ensure the continued growth of your business, and personalizing the way that you interact with them can go a long way to securing that trust. Whether it’s adapting to the changing needs of online security by protecting your customers’ data or maximizing your personalization strategy to reduce instances of irrelevance in your communications, customers are increasingly likely to value personalization over any other form of communication style. As technology continues to evolve, you need to stay on top of the best ways to make the best use of personalization and how you can make it work to attract more paying customers to your business.

By Emily