Improve your brand engagement with a personalised customer experience

Small businesses that embrace a more connected customer experience score big when it comes to brand value, customer loyalty and repeat business.

If your small business is still taking a mass-marketing approach to your customer communications, chances are you are missing valuable opportunities to grow customer loyalty and appreciation for your brand.

Salesforce’s 2018 State of the Connected Customer report recently revealed customers not only want a personalised brand experience they are coming to expect it.

Curated content, personalised offers and recommendations based on previous purchases are part and parcel of many consumers’ daily experience with their favourite brands. From Netflix to Amazon, consumers are parting with their data and reaping the benefits of personalisation. This willingness to sacrifice their information to receive a tailored customer experience provides a huge opportunity for savvy business owners.  

According to the Salesforce report, businesses that fail to leverage the opportunities personalisation provides will lose out.  Here’s why.

Salesforce Research interviewed more than 7,000 consumers and business buyers around the world to see what expectations they had of brands. 57 per cent of consumers are willing to hand over personal data if it means a more personal relationship with brands – including personalised marketing offers or discounts.

58 per cent of consumers say this kind of relationship is a very important consideration in the buying decision.

But it’s bad news if you can’t offer a personalised service. 52 per cent of those surveyed say they are likely to switch brands if a company isn’t able to have a more personalised relationship.

So how can your business benefit from this exodus from mass marketing to an individual approach? While once the purview of big business, predictive intelligence has become far more accessible for small business owners today thanks to customer relationship management technology and marketing automation software.

Imagine the benefit to your business’s bottom line if you could deliver a customer experience that was not only made-to-order but crossed channels and followed them throughout their entire customer journey as well.  Sounds like science fiction – but it’s increasingly science fact. The real-time information you get from CRM, e-Commerce platforms and make this technology of the future available today.

It’s a brave new world where customer experience is King. Businesses that forge these connections with their customer are delivering a holistic marketing experience that allows them to personalise every interaction. It’s a winning strategy.

So, what are you waiting for?

Adopting customer personalisation builds loyalty, develops relationships and has a positive impact on your retention not to mention brand trust and satisfaction. While today’s customers may be more discerning than ever, the stats are showing brands that get customer personalisation right are going from strength to strength.

Find out how you can forge greater customer connection by adopting a customer relationships management system.

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Cec is the managing editor of KBB. She is a multimedia professional with over fifteen years experience as an editor on titles as diverse as SX, CULT, Better Pictures, Total Rock, MTV, fasterlouder, mynikonlife and Fantastic Living. She has spent the past four years working as a news journalist covering all the issues that matter in the political, health and LGBTIQ arena. She is the Head of Content at Pinstripe Media and a recent convert to the world of small business.

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