Don’t Just Personalize the Customer’s Experience – Individualize it

foreign
customer service and experience expert
today I'm going to discuss
individualizing the customer experience
so I recently shared my annual customer
service and experience predictions and
trends for 2023. number four on the list
was personalization gets more personal
the best marketers realize that
personalization was a way to get closer
to the customer or at least make it
appear to do so and our customer
experience research sponsored by Amazon
74 of customers we surveyed said a
personalized experience is important
let's start by looking at what the
experts refer to as personalization the
simple way to explain it is that
customers are segmented into several
groups known as personas which could
include age gender geography and
interest we'll use two Nike shoe
customers as an example One customer
buys golf shoes in the other buys
running shoes the Nike customer who buys
golf shoes won't get promotional
messages and information about running
shoes and vice versa these two customers
represent two different personas one
interested in golf and the other one
interested in running so Nike knows this
and caters to them accordingly now when
a customer receives messages and updates
advertising and promotion that are
targeted to their Persona that's a form
of personalization watching what the
customers buy they're buying patterns
and other data help create that
personalized experience today's
personalization strategy is becoming
more personal that next level is to
individualize the experience that means
that even if two customers are
interested in golf shoes Nike might
learn that one is a serious golfer
playing two or three times a week and
the other just plays for fun and gets
out just two or three times a year so
imagine the customers reaction when you
share information and treat them like
you truly know who they are at least
when it comes to golf in the customer
support world it's important to know
your customers as well providing
customer service agents with information
about the customers how much they buy
how often they buy and when they last
called for help can allow that agent to
individualize the conversation to that
specific customer this also applies to
sales A salesperson who truly knows and
understands their customer will win over
someone just trying to sell a product
and Chase the dollars
individualization is about the company
knowing something unique to their
customers or catering to their specific
needs and wants the regular customer at
a restaurant who always wants a table
near the window gets it without even
asking this server knows the same
customer will want a cup of coffee as
soon as he or she sits down and brings
it without having even to ask where
where are the places you can
individualize your customers experiences
find ways to create unique to the
customer experiences and you'll find
they want to come back for more well I
hope you enjoyed this short lesson thank
you very much for tuning in this is Shep
hyken reminding you to always be amazing