Amazon defined the true meaning of personalization nearly two decades ago when it started making product suggestions to customers and site visitors based on their past behavior.Since then, most companies have tried in some way to incorporate personalization into their customer experience. As a journey rather than a destination, achieving this is a work in progress. However, successful personalization has a direct impact on customer satisfaction, so it’s important to continually raise the bar when it comes to your personalization goals.
Ways to Personalize a Customer Relationship
Here are five ways your call center applications can help you achieve them:
- In addition to addressing each person by name, refer back to their last interaction, such as “How are those distressed denim skinny jeans working out for you?”
- Follow up each telephone or chat interaction with an e-mail or text that says, “It was great speaking with you [Jill]! If there is anything else you need, don’t hesitate to reach out to me personally!”
- Once a week, send customers an e-mail or text directly from their personal agent with suggestions of products that could go well with what they recently purchased.
- When customers log in to your website, open a chat window and type a highly relevant message, such as, “Hi [Lisa], how’s Bobby doing in that music class? Is he ready for a new set of guitar strings?”
- Become your customers’ personal manager by offering a free reminder service. Include reminders for things that are not affiliated with what you sell, such as doctor’s appointments, wedding anniversaries and driver’s license renewal dates. Then add that information to your database and use it in your messaging. Remember that customer engagement shouldn’t always circle back to you. At the end of the day, it should be about the customer.
There are a variety of call center applications that will help you improve your personalization, including cloud-based contact center software, virtual call center software, retail kiosks, mobile and more.
An IBM survey found that 90 percent of respondents were willing to spend up to 20 minutes entering personal information so that companies could custom-tailor their Web and mobile experience. Bottom line: give your customers a more personalized experience, and they will be more satisfied with your brand.