Personalization isn’t just a big idea anymore — it’s a customer expectation. Your customers want to be seen, heard, and understood … as unique, individual human beings.
When it’s done correctly, personalization guides them to answer their questions of, “Is this for me?” “Is this about me?” “Can I trust this?” in turn increasing conversion, minimizing churn, and maximizing repeat and referral business.
So what does that look like? Well, according to this McKinsey & Company report, 71% of consumers expect personalization, and 76% get frustrated when they don’t find it.
What are some things they’re looking for in this personalization zone at the beginning of their experience with your brand? They want your brand to tailor messaging to their needs, celebrate their milestones, send timely communication in critical moments, and personal follow-up post-purchase.
You see, your customers are on a journey — they want timely, personalized messaging tied to key moments along the way, not bots using generic, one-size-fits-all messaging.
What happens when this personalization is done right? What happens when you’ve prioritized attention, trust, clarity, and confidence through personalization? 76% of consumers say they’re more likely to purchase, and 78% say they’re more likely to repurchase and recommend your brand.
I’m Ethan Beute, Chief Evangelist at BombBomb and Wall Street Journal bestselling co-author of Human-Centered Communication and Rehumanize Your Business. And today, I’m sharing the roadmap to creating compelling, meaningful, personalized communication to help drive revenue with fewer pre-closing touchpoints, better customer experience, and improved relationships.
For the sake of education and, sadly, entertainment, I’m also sharing a couple of examples of bad – even offensive – attempts at personalization.
Join in and learn:
• What are some specific personalization tactics customers expect?
• Why every B2B buyer is also a B2C buyer
• Why the word personalized and personal feel so different
• How personalized video messaging can provide better context to a situation by targeting more sensory and emotive opportunities
• What are the three characteristics of moments that are improved with a video message compared to traditional digital communication?
Why and How Meaningful Personalization Improves CX
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Link Related to This Conversation:
- McKinsey & Company “The Value of Getting Personalization Right – or Wrong – Is Multiplying”
- BombBomb “Building Brand Trust and Increasing Revenue with Video Messages”
Other Episodes You’ll Enjoy:
- Episode 150 with Dr. Nick Morgan, “Why Your Virtual Relationships Degrade Over Time”
- Episode 186 with Ethan Beute, “3 Moments to Send a Video Instead of Typed-Out Text”
- Episode 197 with Ethan Beute, “The Increasing Value of Human-to-Human Moments”
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