Are you using the customer data you already have?
We often find that organisations hold a variety of customer data that never gets used. For example, you might know your customer’s job title, salary, spending habits, preferences, browsing habits, date of birth and past purchases.
But how much of this information do you use?
Too many brands gather data, but fail to use it to create personalised messages. Instead of addressing customers as individuals, we treat people as a generic ‘customer’ – a singular mass of people with no definition or distinction.
You wouldn’t talk to a toddler using the same language that you might use while chatting to your oldest friend. So why talk to all customers with the same voice?
Forward-thinking brands are already doing more with personalisation. They’re feeding customer insights back into their communications and marketing. They’re learning from customer interactions and responding with communications that resonate with individuals.
What do you know about different customer groups? Do different demographic segments have broadly matching preferences or tastes?
You may be able to adapt your language or messaging for different customer groups.
For example, you might know that your senior customers prefer to hear about special offers, while younger customers are more interested in technological advances. Insights into customer preferences may dictate how you organise information or how you present it. You may even find that some messages are counter-productive for some customer groups.
Your customer communications management (CCM) platform may allow adaptations such as these according to individual customers. Instead of segmenting customers into groups, you simply write rules that define which customers receive each component of each campaign.
This is simple, but often overlooked: make sure you offer customers things that are relevant and likely to interest them. Not only will you improve conversion rates, but you will avoid giving customers the impression that you don’t know anything about them.
Responding to customer emotions
As part of customer journey mapping we can consider the customer’s emotional state depending on their circumstances. Are they a new and excited customer, or have they been with us for several years and registered a number of complaints?
Read our recent article about the importance of recognising the emotional component of customer experience.
If you want to follow-up a customer order with a message about using a related service, make sure you mention the product they ordered in the message. Not only will this help customers understand the relevance of the communication, but it also makes customers feel valued and understood.