We are in the era of personalization. The modern customer today is part of a very large, dispersed, and educated group. They will always, and should always, expect the best value for their dollar. To answer that customer expectation, businesses and brands need to work diligently on providing a personalized experience for their customers. Getting it right in as close to "real time" as possible is what is key. And the only way to do that successfully is by knowing your customers and their wants and needs. Providing relevant and helpful experiences that are tailored to each customer's needs will always inspire loyalty.
The efforts of personalizing your customer's journey need to be intentional and relevant. This shows your customer you understand them and are sensitive to what they want. Determining this requires strategic thinking, discipline, planning and time. Identifying all the objectives to ensure the right data is collected and making sure systems are in place to support and serve personalized messages based on that data to the right customer touch points is necessary.
The value of intelligence-driven, real time, personalized experiences can empower businesses to gain new customers, as well as enhancing your loyal patrons. Here is a list of companies that are working at getting it right, and are spending enormous time and vast resources to ensure they get it right.
Amazon Prime certainly understands personalization. With one click, not only can you have your purchase within a day or two, what you can buy on Amazon is nearly limitless. They allow you to easily track, return, and reorder packages. The site caters to your preferences with storing addresses, multiple payment options, and your purchase history. Also worth mentioning, if you are a person who studies reviews before you purchase, they have done a great job promoting product reviews.
An obvious choice, The Ritz-Carlton. This company's name and reputation is built on taking personalized service to the next level. Their Credo states it all, "The Ritz-Carlton is a place where the genuine care and comfort of our guests is our highest mission. We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed, yet refined ambiance. The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of your our guests."
If you have had the pleasure of shopping at a Trader Joe's, then you will understand why I mention them; if you haven't, read this. They have their eye on their customers' needs.
Other companies I would like to mention that continue to get noticed in personalizing their service are Nordstrom, Zappos, and Stitch Fix. Each in their own way make it a company priority to deliver a memorable customer experience with the service they provide.
Value is the true measure of personalization. The goal with each customer encounter should be to create a personal touch, which engages the customer at a much higher level. Learn as much as you can about your customer and then surprise and delight them with all these personal touches.
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