What Customers Want: Optimizing the Customer Experience with Personalization

by Marissa Sternberg, Senior Director of MarketingJul 9, 2019

What Customers Want: Optimizing the Customer Experience with Personalization

According to a study by Broadridge, 25% of consumers are willing to “walk away” from a brand that fails to personalize the customer experience. 63% of consumers would consider ending a relationship with a brand due to irrelevant content, and 59% of subscribers cite content irrelevance as their key issue with brand emails. Customers report wanting experiences that “offer them choice, personalization and value-added content.” What’s more, they want the content presented to them across all channels—physical mail, online, or via mobile.

To build a winning marketing strategy that delivers on these expectations and drives true engagement with your audience, you have to think about your audience’s experience with your content (not just the content itself).

For starters, there are three critical parts of how customers engage with your content:

  • Part 1: Where the content is delivered, or the environment in which the content is served. In thinking about where your content should be delivered to create the optimal content experience, consider the environment in which your target customer would consume the content in the most contextually relevant way.
  • Part 2: How the content is structured, or the format and topic. The topics covered in your content should align with the needs and desires of your audience. Your content should also be structured in the right format to appeal to your audience throughout the journey.  
  • Part 3: How the content drives engagement through personalization. Engaging content experiences are contextually relevant to the customer across all channels and journey stages.

All parts lead to personalization and being able to create a unique content experience that inspires meaningful engagement. Here are a few best practices for optimizing your customer experience with personalization to deliver on consumer expectations and build deeper relationships with your audience.

Leverage Customer Data

Data is the most critical component for delivering personalized experiences to customers. Before you can create personalized customer experiences, you must have a complete picture of your customer using the the data they share with you. For example, you need data about what customer say about your brand—this includes data such as ratings and reviews. You also need data about what your customers do—this includes data such a website clicks and online behavior. Last, you need data about context—this includes data about the device the customer is using and their stage in the customer journey. With these data points to build a robust view of your customers at an individualized level, which will inform how you personalize their experiences.

Identify Your Most Valuable Content Assets

In addition to having the right customer data, you need the right content that aligns to your customer profiles. Content is the mechanism that personalizes the experience; your challenge is in being able to match the right content with the right customer in the most scalable way. Through machine learning, personalization tools can help you identify the content pieces that will deliver the most value to each customer, further enhancing their experience with your brand and content ROI.

Start by understanding the characteristics of content that aligns to a customer valuable action, also known as “active” content. By optimizing your customer journey with more active content, you’ll be able to deliver relevant, high-performing content pieces to the individuals who would care about them most.

Personalize Email and Beyond

With data-driven customer profiles at your fingertips along with a data-driven outlook on your content library, you can serve up the most relevant content to each customer across every digital channel. With email personalization, you can curate the most relevant inbox experience for each subscriber based on multiple signals, such as website behavior and content consumption history. Go beyond marketing emails and leverage personalized content, products, and offers in all types of communications. To drive further engagement, take your personalization efforts to your website as well.

Bring People Closer to the Content That Matters

Whether a visitor is engaging with your brand for the first time or the fifth, OneSpot’s Individualization Platform delivers the most relevant piece of content to 100% of your site visitors and email subscribers. Request a demo to find out how individualization can help deepen relationships with your audience by driving meaningful engagement and boost purchase actions through content relevance.

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