Nowadays, customers value convenience and products that are tailored to their specific needs. If you want your company to keep a competitive advantage in the near future, client personalization is a priority.
Every customer is unique with their own needs and preferences. As these needs and preferences change over time, your company needs to learn how to respond to these ongoing shifts and provide the right resources to satisfy customers. We’ve put together four steps of the client's personalization journey.
1. Data gathering
The most effective client personalization is one that can leverage all data to create a customer’s profile. Data gathering is one of the most important parts of the process - you cannot satisfy a customer’s needs and wants if you don’t know what those needs and wants are. Make sure to measure and keep track of data such as customer engagement, customer psychographics, and customer behavior.
2. Attracting and engaging a potential client
In the online world, attracting clients means creating various marketing exposure elements such as paid searches, advertisements and SEO. This helps your company gain exposure and attract potential customers. Creating educational material such as webinars and white papers is also useful to inform a buyer before making a purchase.
You can then engage a client by offering free trial samples of products - the prospects not only gain more product information but also hands-on experience. This can then translate into a loyal, buying a customer.
3. Engaging the customer post-sales
This stage of the process is optimal for real-time personalization. You’ve got a complete customer journey from initial engagement to purchase. You have the data: customer demographics, psychographics, and complete company-customer interaction.
This is the stage where support teams have large opportunities to upsell or cross-sell other products or services, as well as asking for feedback to improve your company’s service.
4. Building loyalty and advocacy
Customer personalization allows you to strengthen the company’s relationship with repeat customers. You can build loyalty programs that offer free perks or discounts, and keep your client engaged with new products and opportunities. Happy customers tend to share their experience with others, so consider setting up a referral program so they can help you gain more customers!