The more effectively you can use what you know about a customer to personalize their experience, the less information they have to give you in order for that transaction to be successful. Happy patrons aside, businesses also gain myriad bonuses, like increased engagement, growth, and loyalty.
Comprehending your customers
A whopping 80% of consumers not only want personalized experiences but also expect them — a brand’s goal is to find out how to use personalization to the benefit of their customers.
To a customer, effective personalization means knowing their current needs, remembering who they are and what they’ve done on any channel or device, and being able to anticipate their future needs. This is a tall order, unless you have a comprehensive customer profile (a.k.a. a Customer 360). An in-depth customer profile will tell you what messaging your prospects respond to, how they like to be contacted, the content they prefer, and more.
When you begin to tweak and refine the above strategies with data, your customers will begin to see benefits such as increased relevancy, more valuable interactions, and fluid business transactions.
How one brand got personal
Alaska Airlines built multi-step customer journeys to drive revenue, using personalization to inform their strategy. They built a comprehensive customer profile using data from booking, reservations, loyalty, and their mobile app, then segmented based on the route, aircraft type, and cabin seating. Their findings led to a dynamic pre-trip journey orchestration triggering up to four personalized messages per guest. The results? Conversion rates skyrocketed by +198%, their open rate climbed by +61.1% and they saved 30% on online advertising by using first-party data for targeting.
Personalization is more than a buzzword, it’s a method that can serve every business. Successful personalization at scale leads to increased engagement, improved conversion, rising customer lifetime value, reduced churn, boosted loyalty, and speedy business growth. Use it to sow the seeds of success and watch as you and your customers enjoy the rewards.
To learn more about how to personalize at scale, check out our in-depth guide.