Personalize and improve your customer experiences
In today’s battle for clicks and conversions, personalization is key
By now, pretty much everyone knows how important digital technology is to the modern economy. From streamlining communication to improving product lines, digital makes the business world go around. Yet while digital technology has been a net benefit for companies, it has also raised customer expectations significantly. Today, it is not enough to merely offer the best product or service, you must also use your digital infrastructure to create unique, seamless and personal experiences for your clients. Here are some simple ways you can start doing so today.
Bring in the bots
I’ve previously written about the immense benefits of using chatbots on your website. From a customer service perspective, it just makes sense. In today’s “always-on” economy, you need to support your customers around the clock. Thankfully, chatbots have advanced enough to now answer a variety of user questions, direct visitors around your website or even provide educational or product resources.
Personalize content assets
One benefit of the digital age is that it has never been easier to deliver personalized communications at scale. Take email marketing. There are small, pre-written code snippets that you can insert into your subject lines or body copy that will populate with each email recipient’s personalized information upon delivery. The data shows that this simple action can have a big impact on the overall ROI of your email marketing campaigns, with some studies depicting a bump of nearly 50% in open rates.[i]
Always leap at a chance to solicit and collect customer feedback. In doing so, you’ll gain valuable insights to improve your processes, operations and service delivery.
This is another area where digital technology can play an invaluable roll. Many standard CMS platforms offer built-in customer contact forms. The drawback is that this method is inherently passive – meaning your customers may take the time and effort to respond but also may not. A more active approach would involve creating a customer feedback survey that you disseminate directly to your customer base. SurveyMonkey or even Google Forms have made it a breeze to accomplish something like this, providing free or low-cost tools to help you connect with your clients and gather valuable opinions.
Create meaningful landing pages
An often-overlooked element of a given marketing or customer journey effort is landing pages, which is unfortunate for a variety of reasons. Not only can a shoddy landing page harm the overall impact of your marketing campaigns, but it wastes a chance to further personalize your client’s experience. While you shouldn’t overload your landing page with extraneous links that distract visitors from the action you want them to take (such as filling out a contact form), including a few other strategic resources targeted to their unique goals and pain points can help you create more valuable experiences.
Personalization and optimization = better business
It’s tempting to put personalization and optimization initiatives on the back burner, especially when you have many other competing priorities. Yet even making small tweaks to your digital ecosystem can go a long way toward developing more powerful connections with your audience and creating modern brand experiences.