“Personalization is a popular trend that enhances the customer experience. It starts with knowing the customer — or maybe a better way to say it is remembering the customer,” writes Forbes contributor Shep Hyken. Providing consumers with experiences tailored to their unique needs not only makes the consumer feel valued and appreciated, but garners loyalty. Simply put: a customer will remember and want to return to a place, be it digital or IRL, that made them feel good.
Evergage—a company that specializes in real-time personalization in the digital/online world—has a platform that improves visitor engagement and the customer experience, which leads to more sales. In collaboration with Researchscape International, Everage recently conducted its fourth annual “Trends in Personalization” report. Below are four key points:
The power of personalization — 96% of marketers agree that personalization advances customer relationships. 88% say they’ve seen a considerable lift in business from personalization campaigns.
Machine-learning personalization on the rise — 33% of marketers rely on machine-learning personalization. Among those that don’t, another 32% plan to do so in the next year.
Multiple channels deployed — 72% of marketers use personalization in email campaigns; 52% use it on their company’s website; 28% on mobile site; 20% on web app; 18% on mobile app.
To ensure that the consumer feels welcomed, remembered, and valued, Andy Zimmerman—CMO of Evergage—suggests starting with the end in mind. Imagine the experiences that you want to deliver to your customers, then work backward to deliver them. In addition, put yourself in the consumer’s shoes. How do your customers want to receive marketing messages from you? You must consider what is appropriate (to avoid coming across as pushy and/or creepy), and send a message that is relevant and genuinely helpful.
And while the Evergage study focuses on the digital sphere, the basics of personalization work just as well in person as they do online.
To read more about the powerful trend of personalization, go to Forbes.
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