In the first post from our new CX Insights series, where we ask five experts to weigh in on one burning issue, we explore the power of personalisation in customer experience.
“We crave human connection.”
Blake Morgan, Customer Experience Futurist
“Modern customers crave personalisation. Everything today is personalised, from your Starbucks order to your Netflix queue and the targeted marketing emails in your inbox. Companies that don’t offer personalised experiences stand out for the wrong reasons. Our world is so fast-paced that customers don’t want to have to sort through things to find products and services that meet their needs. They want personalised recommendations to make their lives easier and more efficient.
“Similarly, with all the technology and automation we have today, customers want to feel like an actual human being, not just a number. Even with all of our devices, we crave human connection. Brands that can connect with their customers to personalise the experience stand out and make a positive, memorable impression.”
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“Netflix knows me better than I know myself.”
Michael Killeen, Chairman, The CX Company
“The one word that humans around the world desire to hear over any other is their own name. While the ‘you trust me’ driver is the most important emotional driver in CX excellence, the ‘you know me’ or personalisation driver, is the most impactful.
“The ‘you know me’ emotional driver recognises your history with an individual customer and enables you to provide customised attention that is relevant to their known needs.
“As an example, Netflix knows me better than I know myself. When I want to watch a movie, Netflix uses my historical data to recommend something that I will be more likely to enjoy. Personalisation covers the emotional connection delivered via individualised attention by recognising our history together and showing me that you really care about my specific needs.
“If there is one area that companies around the globe should focus on in 2019 it is personalisation.”
“You have to get to know the customer on a much more personal level.”
Sue Duris, Director of Marketing and CX, M4 Communications, inc
“Personalisation is a must-have. Research from Salesforce found that more than 70 percent of consumers expect companies to know their needs and expectations. It also found that more than 50 percent of consumers expect that by 2020, companies will anticipate their needs and make relevant suggestions before they make contact. While the expectation is there, less than half of brands are delivering on it.
“There’s still a disconnect between brands that say personalisation is a top priority and them actually having the resources in place to deliver on it. As customer expectations increase, so do requirements for companies to keep up with these expectations.
“This really is a no-brainer because we are in the age of the customer – they control the brand and they call the shots. If you want to win or keep the customer, you have to personalise the experience and get to know them on a much more personal level. If you don’t, somebody else will.”
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“Give your customers a sense of identity and pride to be associated with your organisation.”
Nate Brown, Director of Customer Experience, UL EHS Sustainability
“At the heart of every brand and its interaction with the customer lies the question: Do you really care about me? Would you even notice if I switched to another brand?
“When we personalise the experience for our customers – even in a very small way – it reinforces people’s desire to be known. It’s even better when a brand can create a larger sense of community for the individual. Remembering what channel a person likes or their birthday is nice…but it’s an entirely different thing to give your customers a sense of identity and pride to be associated with your organisation.”
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“Chances are that your customers aren’t looking for a cookie-cutter solution.”
Jeremy Watkin, Director of Customer Experience, FCR
“Whether your customers are shopping or troubleshooting an issue with customer service, chances are, they aren’t looking for a cookie-cutter solution. If we’ve learned anything from companies like Amazon over the past decade it’s that there is incredible power in understanding individual customer preferences and personalising their experience as much as possible.
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Want to know more about personalisation in CX? Check out our blog post Consumers Want Personalisation in 2019 – But Not Everyone Trusts Brands With Their Data or to view the findings of ‘The Voxpro CX Index: At the Corner of Technology and Human Experience’ you can download the report here.