Therefore, it is necessary to understand that it is not only the final product that interests the consumer, but also the entire experience provided, and meeting customer expectations in this regard may not be easy.
According to the 7th edition of Salesforce's State of Marketing , 80% of customers agree that the experience provided by a company is as important as its products and services.
But don't worry, there is a way to make your customer experience exceptional: personalization .
Personalization, of all types, can be applied to any communication channel (such as email, SMS, WhatsApp, push , web push and webpages) and is an essential strategy for building a relationship and retaining your customer.
Everything must be well thought out when creating a relationship with a customer in order to gain their trust. From the emails sent, the tone of voice used, to the product offering.
With this in mind, we have selected ways to personalize your purchase to help you shape the purchasing journey to make it unique for each customer and impress them. Check it out:
User-level personalization
When we talk about personalization at the customer level, we are talking about the correct use of the statistical data we have on consumers that can help create a relationship with them, after all, data gives us the opportunity to get to know them.
Within this customization you can work with two types of segmentation:
Demographic and Geographic Segmentation
Here you can adapt your website (such as the language and promotions offered) and malaysia phone number example content according to the customer's geographic location. If you have an app, you can also send a notification to customers who are near one of your stores.
Behavioral Segmentation
You can use the information collected about browsing behavior to deliver personalized content to your customer. It also helps you think about what your customer might be interested in based on their actions that make this clear.
Real-time personalization
This consists of personalizing your content according to the interests, preferences, searches and consumption history of each user in real time, making each access personal and unique.
Each customer has different desires, which is why this type of personalization is so important and must be present throughout the journey, offering a rich experience and establishing a connection with the consumer!
Contextual Offer
During the journey, the consumer leaves a trail indicating their interests. This strategy identifies them and uses algorithms to propose offers in the customer's next steps. Want an example of how it can work? See the Contextual Offer applied in a real MATH MKT case!
Automation
Automating some marketing processes helps to optimize even the small moments of customer relationship that are of great help for conversions, being the key to making communication with the consumer useful.
Discover the top ten mistakes in marketing automation strategies.
It works to provide the best user experience, increasing conversion rates and maintaining a good CAC. Automation combined with the use of multiple channels and personalization at the customer level can be the key to boosting your business!
Web Push
These are notifications that appear instantly when we access a website through a browser. This strategy is used in a MATH MKT case to complement the Contextual Offer that we discussed previously.
Multi-channel integration
For example, you can maintain a connection between your website, app and physical store, making your channels talk to each other to offer interesting products to the customer and provide the ideal personalized experience.
It is common to use tools to best implement the forms of personalization that best fit your business and audience.
MATH MKT , for example, mainly uses the Marketing Cloud Personalization tool (Salesforce), implements this personalization aligned with tests and uses data as a source of hypotheses, bringing real results related to the clients' KPIs.
Are you interested in the benefits that customizations can bring to your business? Talk to MATH MKT experts and learn how to implement the right tools to impact the customer, providing them with a sensational experience throughout their journey!