Haben Sie schon einmal vom Cocktailparty-Effekt gehört? Er besagt, dass unsere Aufmerksamkeit vor allem dann ausgelöst wird, wenn wir unseren eigenen Namen hören, wohingegen unnütze Informationen automatisch aussortiert werden. Die Informationsflut, mit der wir uns heutzutage konfrontiert sehen, ist immens. Im digitalen Zeitalter hat sich der Mensch diesen Umständen angepasst, indem er eine Art „sechsten Sinn“ entwickelt hat, mit dem er jegliche Art von Informationen durchsucht.
Wenn wir zum Beispiel täglich unseren Posteingang überprüfen, können wir fast automatisch alle generischen Informationen herausfiltern, die uns keinen Mehrwert zu bieten scheinen. Die Informationen, die am ehesten herausstechen, stammen von echten Personen, wie z. B. Kollegen, Familie, Freunden – oder von Unternehmen, die ihre Kundenkommunikation personalisieren. Werfen wir einen Blick darauf, wie sie das tun.
The trend towards personalization
According to a recent study by Gartner, brands run the risk of losing 38 percent of their customers due to poor personalization. By contrast, 93 percent of companies with an "advanced personalization strategy" saw their business grow. The potential to generate sales in this way is therefore enormous today. Studies substantiate this assessment and customers explicitly demand such a personalization of communication. The brands with the most successful personalization campaigns relied on loyalty as the most important performance indicator. Nowadays, loyalty is the be-all and end-all – in order to build a trusting bond with your company, customers expect a perfect service and a customer experience tailored to them.
Why is personalized customer communication so important?
When we receive a newsletter where only our first name has been exchanged and the rest of the content is generic, we don't really feel that our time is valued. In such cases, we simply ignore the newsletter or even consider unsubscribing from it. The result is that we as a customer (like many others) simply jump to the next piece of information and thus the attempt to build a bond with the reader has failed.
There are two ways to deal with this problem: either you make the generic content as tempting as possible and add a clickbait title, but in the end you disappoint the loyal readers. The other (and more sustainable) way is to personalize the content based on available information about the person or the audience the person belongs to.
Be careful not to push the customer's boundaries with inappropriate engagement tactics, such as texting them when they're near your store or constantly bombarding them with promotional newsletters. The key here is to find creative ways to enable authentic integration based on the existing data set.
Where do the data come from?
Customers don't just leave their money behind when they leave your real or virtual store. They leave a trail of data, such as their age, address or consumer behavior. Their shopping history tells you a story about what products they like, when they bought them, and what other things they look at. With advanced data analysis, you can create a much more detailed profile of each individual customer.
Of course, personalization is accompanied by many data protection issues. You probably know the headphones that you once reviewed on Amazon and that greet you in advertisements on every single website you visit the following week. With this tactic, you can get some customers to reconsider and order the item, but it also leaves them with the oppressive feeling of waking up in a dystopian surveillance system à la 1984. The key here is to work with a record that makes the customer feel safe.
A New Customer Journey – Maximum Personalization
Not only classic communication channels, such as newsletters, can benefit from personalization. For example, if a customer visits your website via a login to search for documents, invoices or product information, all visible information can be tailored directly to their expectations.
Engage your customers as early as possible to provide them with a personalized experience by using electronic forms and interactive documents. Use access rights to give them the ability to make decisions based on predefined options. The collaborative aspect of these processes will create a sense of familiarity and connectedness in your customers. The possibilities are endless once you decide to personalize your customer communications.
You'd like to get started right away, but where do you want to start? First of all, you don't have to start from scratch. Many companies use Word templates where they fill out specific parts with personalized information. This process can lead to many errors because the templates are often not up to date or are filled out incorrectly. The integration of segmented customer data is also not always fail-safe.
The demand for modular solutions for personalized user experiences is already being met by providers such as Infinica. Infinica offers a platform that can create and distribute the desired type of content based on an existing data set. With a wide set of ready-made tools, you can immediately start personalizing your communication and user interfaces. Because these platforms integrate seamlessly with your existing infrastructure, the entire process is easier than ever.
With personalization for long-term customer loyalty
Since the customers themselves are very different, they also demand to be treated in an individual way. So, to convince them to stay loyal to your business, you need to change the way you communicate with them. No longer let the customer be just a recipient of information, but make them a contributor who can put their own stamp on joint communication. A thoughtful strategy combined with the right content creation tools will help achieve this goal.
Save time and money by relying on ready-made and proven solutions that are perfectly tailored to your business requirements thanks to a wide range of configuration options. You can rest assured that your customers will notice every step towards personalization and give you credit for it or pay you back your investment in the form of stronger customer loyalty.