Companies would do well to encourage two-way traffic: real dialogues that resemble the conversations you would have with customers if they were in your store. Imagine walking into a clothing store and seeing a sales associate behind the counter writing down all sorts of data about your behavior in a notebook, but not speaking to you. As a customer, you would find that pretty strange, right?
Also read: 8 tips for personalizing your webshop
The same applies to online contact. Even then, a customer prefers to have a real conversation with a company, so that he is not just 'spied on' and serves as input for sales offers.
Another tip: consumers don’t like to be shown only what a brand thinks they like. They want to take the initiative and buy products and services from their favorite brand themselves.
Consumer questions
And what about when customers have a question for a company? Do they really need to get an employee on the phone? The most important thing is that they are helped quickly. If a technological solution can solve a simple case, that's fine. For more complicated questions, you want a person on the phone.
Personalisation also means that a service employee on the phone can often see what your specific case is, because he has the technological tools to look along remotely. He is then prepared and can tailor the customer experience more.
Control over data
More than 8 out of 10 consumers are still willing to exchange personal data with companies. In return, they want a better customer experience. For example, people are quite willing to provide data to Google Maps or Waze if this helps compile traffic information and determine travel time. Furthermore, consumers want companies to be transparent about how they use the data. They also want to maintain control over the accessibility of their data.
An example of a company that does this well is Google , which provides an overview of all the data they have about you in 'My Activity'. And in the Nike app you can also clearly indicate your preferences.
Personalization in the Nike app: a personalized news feed, products, and self-selected interests.
More selective emailing
The GDPR has recently caused us to be bombarded with emails asking companies to keep sending emails. The positive side of this is that it has made things more transparent for consumers. Many consumers are fed up with always getting all sorts of things sent to them. For them, the arrival of the GDPR is the moment to turn their backs on companies from whom they never received anything relevant.
For companies it can also have something positive: the people you keep are also really interested in your brand. This is therefore also the moment to think: what are the messages we send out? How can we improve and personalize the contact with those really engaged consumers?
Many companies are now experimenting with personalization. The starting point of every application should always be: how should the process improve customer interaction? What should the customer experience be? Only then can you start building the tool itself. Many companies are now designing customer journeys , for example to get a mortgage. The company forces people, as it were, to go along with that journey. But everyone decides that for themselves.
An important element is also to indonesia telegram data always test with a small group of customers how they experience the form of personalization - and then adjust based on their experiences. Many companies do this for convenience with their own employees, but it is advisable to choose real customers for this.
Another important point of attention is how organizations ensure consistency across channels. The customer experience must be good both offline and online.
Online versus 'real life'
The conclusion is clear: the relationship between a company and a customer is actually no different online than its 'real life' counterparts. What you find creepy in the store is also creepy online. And the same applies to what you find cool: you also want to be spoken to normally digitally. The goal of digitalization should never be 'to use every available technical feature for your customers'. The goal always remains to offer an optimal customer experience, and the channels can complement each other well in that.
I'm curious: what do you think is cool when it comes to personalized customer contact? And when does it become creepy.