Here’s a core truth of customer experience (CX) management: nobody wants to be treated like they’re replaceable – not your customers, and certainly not your company!
It’s important to let consumers know that they’re being cared for and catered to as unique, irreplaceable individuals and that your brand provides an equally unmatched experience.
Me: Consumers like experiences that feel ‘just right for me’ – content and interactions perfectly tailored to suit their needs and preferences. Analysis of previous purchases and brought-up queries is essential to constructing individual consumer profiles, so you know what they’ve cared about before and what they’re likely to be interested in, in the future. More advanced analytics can tell you how each customer likes to be approached – do they respond best to straightforward email notifications, gentle SMS reminders, chatbot support, or the occasional phone call? Does he want to be addressed as Mr. or by his first name? All these details add up to the personalization that customers can feel.
You: Most consumers aren’t looking for a brand that promises everything. What truly inspires confidence is when consumers see that you know exactly what you’re offering, who it’s for, and how to show it to them. It’s not enough just to provide terrific products or services; you need to optimize how you can help your target market appreciate and—most importantly—access what you have to offer. It’s all about curating content and experiences so that your company’s core competencies serve the key needs of individual users. Personalizing your brand demonstrates that you know what you’re bringing to the table, and nobody can do it quite like you.
Consumer loyalty is the result of masterfully showing consumers that you’re the perfect match for them. Customization, curation, and care are critical to highlighting how well you fit together.