You probably already know that customers don’t just want personalised service from brands, they expect personalised communication to match.

But you also probably know that’s often easier said than done. So what are some simple, scalable steps you can take right now?

Ask and ye shall receive

The first step is to actually ask your customers! Find out what they want. Second, take a deep dive into your user habits to see how they behave and respond to engagement. What proportion of customers supply their phone number? Does SMS cut through? What’s the read rate of emails?

Armed with your real data, you can now do three things:

  1. Let the customer dictate their preferred communication channel;
  2. Use the method which is most frequently effective for delivering your message; and
  3. Gain an insight into how they’ll use it.

A Salesforce survey showed that 57% of customers are happy to provide more personal information provided that they receive personalised offers or discounts, 52% would provide personal information in exchange for relevant product recommendations, and 53% would be willing to be contacted for personalised shopping experiences.

Infographic - In exchange for personal information

Up close and personal

Use your new customer data and insights to get really specific.

The days of merge-field replacements wowing customers are ancient history – after all, no one is impressed with something their mum can set up in MS Word! Research from Software Firm, Pure360, has shown that the simple “personalisation” most brands engage in isn’t effective. 8% of people said they would look favourably on being addressed by their first name, and only 7% said they would be interested in receiving a birthday email.

Instead, make sure to tailor your call-to-actions (CTAs). A study by HubSpot of 333,000 CTAs showed that when personalised, CTAs had a 202% better conversion rate than generic ones. You can also tailor call-to-actions in SMS. For example, we’ve seen cases with our customers where conversion rates went from 17% to 38% after switching from email to personalised, actionable SMS prompts.

Personalisation drives results

Craft customer journeys based on personas that you identify from surveys and use patterns. Maybe your data shows that those eco-friendly Millennials always opt-out of paper billing. Now you can send them an email when they sign-up letting them know they’ll only get digital records unless they tell you otherwise. Putting them in control and anticipating what they want? That’s a great first impression.

Create a positive feedback loop

In order to deliver on your customer service goals, you will need a tool that enables automation, allows real personalisation, and provides genuine insights.

This means once you start really personalising, you’ll be able to see which tactics are most effective. You can build a picture of common issues and set up processes to resolve them automatically by email or SMS. So now you’re not just tailoring the wording of an email, you’re tailoring the right communication channel for the right issue, knowing from experience it’ll get it resolved faster than any alternatives.

Tailoring the service user and the situation helps resolve issues more quickly, freeing up customer service agents to focus on more complex cases. Plus, not only do your customers get what they want, how they want – you can improve the experience of your staff while saving on your bottom line!

You can then see across your customer base how different communications channels can work together. By using customer feedback and usage patterns as a guide, you can create a positive feedback loop where the best methods are continuously refined.

Photo by Austin Distel on Unsplash

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