Personalization: Missing Ingredient of a Great Customer Experience Strategy

  • UPDATED: 02 November 2023
  • 5 min read

Reading Time: 5 minutes

With the advancement of modern technology, running a business has never been more convenient. Several tools streamline daily operations. Most modern brands utilize project management platforms, appointment scheduling apps, site builders, and content calendar apps, among others, to automate processes. 

But although convenient, automation tends to come off as cold and impersonal. For instance, AI chatbots provide instant responses to simple questions, but they can’t empathize with disgruntled customers. Your brand needs a human touch to improve customer experience.

Don’t worry if you struggle to balance automating and humanizing business processes. In this blog, we’ll discuss the impact of personalization on brand reputation, plus what you can do to engage with customers better.

The Impact of Personalization on Customer Experience

Many business owners prioritize automation over personalization. While the latter spikes overhead costs, it also helps you build a relatable, trustworthy brand that resonates with its audience. Cultivate a customer-first culture in your organization.

Better Engagement on Targeted Marketing Campaigns

The idea that a good salesperson can sell anything to anybody must be updated. Marketing strategies that supposedly appeal to a broad audience come across as generic of their need for more specificity. Some might even find them spammy.

Remember: your campaigns won’t yield positive results if they don’t reach the correct audience, regardless of your marketing budget’s size. Generic ads will eventually tank your conversion rates and ROAS.

Instead of broad audience targeting, utilize today’s technological advancements to study your reach. Find out what your customers want. Personalized marketing targets the consumers’ pain points and provides the appropriate solutions.

Purpose-Driven Goals Attract Customers

Any successful entrepreneur would advise against chasing money. It impedes business growth. If your only goal is maximizing your venture’s earning potential, you’ll prioritize profit margins over customer experience.

To achieve business success, your brand needs a long-term mission. A humanized, purpose-driven brand that empathizes with customers and provides practical solutions generates more sales. Focus on providing value—the money will follow.

Shawn Plummer, the CEO of the Annuity Expert, shares that business owners should focus on big-picture goals. He says, “Stop chasing sales. You might not realize it, but prioritizing money over customer service makes you seem greedy and desperate. Customers respond better to a more human, personalized approach.”

Makes Shopping Accessible on the Correct Platforms

It’s a common misconception that building a solid online presence requires active accounts across different platforms. Yes, most SMBs juggle multiple social media accounts. And although cross-platform marketing broadens your brand reach, carelessly investing in new platforms wastes resources.

Before implementing omnichannel marketing, identify your market’s preferences first. Consumers shop on different platforms. For instance, while shoppers ignore handmade arts and crafts on Amazon and eBay, they perform really on Etsy and Instagram. You’d identify the platform and focus on building a brand. 

Also, avoid recycling posts. Brands that upload the exact content across social media platforms look spammy and generic. They rarely get engagement. Your posts should engage a specific demographic within your preferred platforms—zero in on your readers.

Customers Feel That Their Thoughts Are Appreciated

Instead of automatically directing complaints toward AI bots, hire professional service reps to handle their cases. Template responses appear inauthentic—giving customers the impression that you’re dismissing them. Alternatively, a personalized approach shows customers that you would go above and beyond to retain their patronage.

Jake Hill, the founder of DebtHammer, emphasizes that business owners shouldn’t wholly automate their customer service department. He says, “AI chatbots are cheap and efficient but don’t show empathy. Disgruntled customers respond well to businesses that listen to their concerns and show a proactive approach in solving them.”

Speedy Checkout Processes Accommodate Impulse Purchases

Inefficient checkouts hurt sales. Long waiting times, tedious contact sheets, and slow payment processors deter customers. Streamline your checkout process. Customers are more likely to act on impulse purchases if transactions only take a few seconds.

Let’s say you run an E-commerce store. To improve your online customer experience, offer flexible payment options, optimize your site for mobile browsing, and use local servers near your market.

Greg Heilers, the co-founder of Jolly SEO, also shares that personalization eliminates unnecessary checkout forms. He says, “Use AI systems to analyze repeat customers. That way, they won’t have to keep filling out those tedious checkout forms every time they visit your store.”

4 Ways to Create a More Personalized Customer Experience

Creating a personalized customer experience requires extensive research. Assess the market’s demands, determine your ideal buyer persona, and customize business processes accordingly. Gradually introduce new elements. After several trials and errors, you’ll determine which tactics elicit a positive response.

1. Adopt the Right Visuals

Your overall aesthetic should align with your voice and audience. Visuals play a crucial role in branding. The logo, color scheme, website layout, and social media layout you choose affects consumer behavior.

Once you decide on a theme, apply it across all platforms. Don’t switch between layouts. Your logo, website, social media accounts, online advertisements, E-commerce store, and printed assets should follow the same visual aesthetic.

Jim Pendergast, the senior vice president of altLINE Sobanco, also advises going beyond subjective artistic preferences. He says, “Consider your market when designing your brand’s visuals—don’t settle for what looks good. Instead, assess which layout effectively conveys your message. For instance, aggressive, powerful ads that assert authority use red and black, while lighter colors like yellow or blue look well on peaceful, wholesome content.

2. Track Customer Purchases and Consumer Trends

No market condition stays the same. Regardless of your niche, the driving factors behind consumer behavior fluctuate. You can’t assume that last season’s marketing campaigns will continuously yield positive results.

To stay ahead of the competition, perform trend analysis. Your market research department should regularly analyze customer trends, research top competitors, and determine when to launch new products. Double down on in-demand offers and develop ways to improve poor-performing ones.

Pro Tip: Incorporate trend insights into your upselling strategies. For instance, Amazon suggests customized packages based on your purchase history. Consumers don’t always purchase them. However, by presenting new options, Amazon minimizes bounce rates and keeps visitors browsing their site. 

3. Carefully Assess Consumer Insights

Strive for an accurate ideal buyer persona. Study the race, gender, age, nationality, cultural background, occupation, and even habits of your typical customer before setting your target market. Don’t rush your decision. Your brand growth strategy will revolve around these insights; haphazard assessments will throw your advertisements at uninterested prospects.

Mark Pierce, the CEO of Cloud Peak Law Group, emphasizes the importance of understanding your audience—especially in saturated industries. He says, “To gain an edge against competitors, find your niche. You’ll get much better conversion and ROAS rates if you have a spot-on ideal buyer persona. Create a subcategory within your market, then adjust your campaigns, brand voice, services, and product lineups accordingly.

4. Improve Shopping Accessibility

Your market doesn’t wholly comprise able-bodied individuals. 61 million adults live with a disability—you’ll miss out on a massive customer base if you overlook their needs. Moreover, your brand will look insensitive.

Whether you run a brick-and-mortar or online store, you must make it more accessible. Create a welcoming environment for people with disabilities. Simple changes like dedicated PWD parking spaces, holding sensitivity training for your staff, and coding accessibility tools into your website go a long way.

Work Toward a More Personalized Customer Experience

Building a more personalized, reputable brand requires adequate company resources. You can’t humanize your company overnight. Instead of performing cheap publicity stunts, establish evergreen systems geared toward your long-term customer experience vision.Cre

Likewise, train your employees to provide better customer service. Ensure that everyone understands the role of humanization in business—just one complaint about a bad employee could tarnish your reputation. Place equal importance on major and minor incidents alike.

Don’t let negative comments discourage you from achieving your goal. You can only minimize complaints to an extent. Just focus on efficiently solving your customer’s problems, then everything should fall into place.