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TechnologyJun 13, 2016

Personalized Service

Hugh DeWitte

What the consumer says and does can sometimes be different, which makes offering personalized service a challenge.

Entire industries have changed because of the wealth of information the Internet provides: comparisons, recommendations, purchases, etc. Monitoring and understanding consumer trends and behaviors is key to creating conversion and ongoing consumer satisfaction.

The Internet’s real beauty lies in how you speak to the millions of consumers by learning what they enjoy, what turns them off, and what makes each of them totally unique.

Conventional strategy reacts to the choices people make online, while great strategy anticipates the fundamental needs and desires that drive those choices.

Activating Your Ecosystem

Loyalists visit the brand sites they love, while other consumers seek out special offers. Knowing the role and objective of each brand asset in your online arsenal is of vital importance.

Each venue must have a clear purpose and attempt to anticipate the consumer’s expectations. Brands must provide value through utility if they expect any frequent visits. In addition, if you are not where the consumer is, you will soon be forgotten.

Zero Training Is the Cost of Entry

Ease and convenience rule the day for any online experience. Simple is smart, but making it smart takes effort. Creating effective content for digital applications is an art. Copy that works is copy that calls for action. Directing consumers down a path that they can change at any moment creates many challenges. If you do not plan on how to keep the consumer engaged, you have already lost the battle.

Map the Customer Experience

Map the experience your customer is having and recognize that it is not linear.

In today’s complex web of content, if you can’t keep up with everything your consumer is doing they probably can’t either. It adds up and equals confusion. Delight consumers and they stay. Confuse them and they leave.

Companies that do not embrace the concept of collective wisdom and personal experiences will be left wondering why they are the only person at the party.

Personalized Service Based on Purchase History

With the digitization of everything and the growth of liquid expectations, how can we design a more fluid approach to understanding customer preferences and passions?

The Challenge: Traditional personalization approaches focus on what customers buy, view, or consume, which results in a product-centric view and limits customer understanding.

The Answer: Uncovering why people choose versus what they choose leads to an understanding of preferences, motivations, and passions, which goes beyond the limitations of current merchandise, offers, and services.

Each purchase is an instance of a customer voting with their dollars.

The products they buy, view, or consume can provide rich insight into unspoken needs and preferences when decomposed into features, ingredients, and other motivations.

Each product purchased, viewed, or consumed creates traits based on the customer DNA. All interactions (product, social, mobile, campaigns, and events) contribute to a living profile of unique preferences, motivations, and passions. These are the basics of good service. Know them, show them you know them, and then give them what they want (not some creepy retargeting campaign that shows them you are stalking them).

It’s all about relevance: Deliver personalized services based on who they are, where they are located, what apps they are using, what season it is, and how they want to interact.

Credera helps companies create excellent customer experiences. If you’d like to discuss this subject further, please contact us.

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