We wake up every day and step into a world of personalization, whether we realize it or not. Turn on Netflix and you’ll receive an abundance of recommendations for shows and movies that you love. Check your email around your birthday and receive special promotional discounts for your next purchase. If you're bored of your current music, Spotify will conjure up custom-made playlists.
At this point in the game, personalization is merely table stakes. You can either lean in or lose out, and if you don't do it right, someone else will (and probably already is).
Customers are more than just sources of revenue — they’re humans who like to be recognized as individuals with different desires, personalities, and experiences. It feels good when someone you’ve met in passing greets you by name, and consumers feel the same. It makes a world of difference to a client when a business recognizes them and accommodates their unique needs.
Personalization has rewritten the script to marketing, improving things for the customer and the brand. But what does personalization look like in action? There are three things to remember:
- Find moments that matter
- Make the experience smooth
- Treat them like old friends
Find the most meaningful moments
From the brand’s perspective, personalization is a method to improve specific business outcomes and maximize customer engagement. When thinking about how to ramp up value for your business and customer, think in terms of the moments that matter. This means pinpointing the moments and mini-journeys that have the greatest opportunity to shrink cost, increase revenue, or get rid of friction for customers. Use what you know about the customer to make your brand easier to conduct business with — in other words, use data to serve your prospects.
For example, think of when you’re making a purchase online. Isn’t it a lot simpler to make a purchase if you have an account for the retailer and all your relevant information, such as payment type and location, is already there? This is a great example of a simple addition that makes the customer’s journey to purchase as smooth as possible. Think about the entire customer lifestyle and apply the same concept to browsing, checkout, delivery, loyalty, promotions, and voila, you have personalization at scale.