Blog article

Why is personalization important for the Customer Experience?


For every company, each customer’s experience matters. If you can offer your prospects a memorable, enjoyable, and satisfying experience with your brand, they will be more likely to return. In this blog, we discuss one way of guaranteeing this in today’s competitive market: personalization.

What is the customer experience? 

As its name suggests, the customer experience is the overall perception and understanding a customer has of your company based on their time with you. Each and every contact point will affect this: from how they first hear about you to the post-purchase contact emails, reviews by other customers, or a troubleshooting call with your customer service team. Today, the many customer touchpoints that each company uses across all the available channels and devices make the need for a seamless and consistent experience more important than ever. In a world where image and perception are critical for success online, you need to ensure that your customers have a positive experience every time.

Why is customer experience so important?

It’s important that every customer who comes in contact with your brand has a satisfying experience. There are two reasons for this: 1) it is what today’s customers expect; and 2) they quickly share both positive and negative experiences, even incidental ones you may think are insignificant. Imagine your website is not properly optimized for a tablet: if a customer tries to use it, they will be frustrated and, ultimately, have a negative experience. This will impact any chance of converting them, even if their experiences on other devices have been positive. Worse still, they are likely to tell their friends or post a bad review online, creating a negative buzz about your website and your brand. And one negative perception can have a big impact on your image, revenue, and success.

3 benefits of a strong customer experience

Clearly, you have a lot to gain from a positive customer experience. Here are three key benefits:

1. You can develop loyal customers who stay around

By offering an engaging and effective customer experience, your customers will come to appreciate and value your brand. Through this, you can promote customer retention, creating loyal customers who will come back to you

2. You can stand out on the market

With so much competition, offering your customers a seamless experience that is tailored to their needs and wants across multiple channels and devices is a sure-fire way to stand out on the market

3. You can increase revenue

If you can provide your customers with a simple, exciting, and satisfying experience, their trust in your competence will grow, and they will be more likely to purchase your product or service. If you step up your marketing automation flow, you can use Artificial Intelligence (AI) to create personalized customer experiences which appeal to individual tastes and needs – and are even more likely to result in a sale or recurring sales.


3 steps toward improving customer experience

If you are looking to improve this aspect of your business, where should you start? Here are three important steps to include in your plan:

1. Understand your customer

If you can develop a clearer understanding of your customers and what they are looking for, you will be able to offer them an experience suited to their wants and needs. In general terms, this includes looking at your products and exploring the types of customers who will be interested. Another step is to consider utilizing a Customer Data Platform (CDP) to create accessible 360-degree profiles of all your customers. To learn more about this and get inspired, read this article on What is a Customer Data Platform (CDP)?.

2. Understand each touchpoint

By examining and optimizing each touchpoint across all your channels and devices, you can ensure that each customer has the optimal experience every time. Assessing your touchpoints and the overall customer experience they make up will help you to remove weak spots that might damage your customers’ perception of your brand.

3. Adopt marketing automation and personalization software

If you are looking to take your customer experience to the next level, adopting marketing automation tools is the way forward. By collecting and automatically analyzing customer data, you can offer your customers experiences that are tailored for them. For example, imagine your landing page automatically showing a prospect a product they are more likely to want, based on their data and predictive modeling. Marketing automation helps you to offer your customers the perfect content for them. If you want to learn more about the potential and importance of marketing automation, read The advantages of marketing automation for the customer journey.

How does personalization impact customer experience?

If you adopt marketing automation and personalization tools, you can create the ideal experience for your customer. By collecting, analyzing, and using extensive customer data, you can automatically tailor the customer experience to each individual. And, with predictive modeling and lead scoring, you can increase revenue too. Receiving anything from specific email campaigns to automatic product recommendations across multiple channels and devices, your customers will greatly appreciate this personalization: it will make your company stand out in their minds. Thanks to the positive experience they have with you, they will grow more invested in your brand.

Should my company adopt marketing automation and personalization?

If your company wants to increase loyalty among customers and push up revenue, adopting personalization for your customer experience is a logical step forward. It is a clear way of enhancing your company’s online presence, creating valuable experiences for both prospects and retained customers. Collecting and using data has benefits beyond just marketing: it can help you to make data-driven decisions too. If you want to move into the future and create experiences your customers will value, integrate personalization and marketing automation in your strategy.