Digital customer experience is everything.
The interactions consumers have with your brand can make or break their decision to complete a purchase, sign up for your newsletter or recommend you to their friends.
For brands who want to make a lasting impression, offering an omnichannel customer experience is essential. As brands adapt to the new age of digital-first consumers, they need innovative strategies to provide both an offline and online customer experience and stand apart from the competition.
One way to do this is through personalization.
Delivering personalized service is proven to enhance the digital customer experience. Most consumers are already seeking personalization from brands. 80% of consumers say they are more likely to purchase from a brand that provides personalized experiences.
While it sounds simple, brands must follow a digital customer experience strategy to achieve successful personalization in digital marketing.
Before we get into how to deliver personalization, let’s dive deeper into why creating a personalized digital experience is so important.
What is Personalization in Digital Customer Experience?
Creating a positive digital customer experience can significantly impact a consumer’s perception of your brand. Offering personalization is just one part of an overarching digital customer experience strategy, but arguably one of the most important.
Why? Because personalization enables brands to serve the individual needs of their customers.
Personalization means getting to the heart of understanding your customer’s preferences and then adapting your strategy to give them what you know they want.
Delivering a truly personalized experience will leave a memorable impact on your customers, build long-lasting loyalty and strengthen relationships. In turn, create an exceptional digital customer experience.
So, how can you deliver personalization to your customers?
1. Collect Customer Data
For personalization to be successful, you must have a deep sense of your customer’s wants and act on them to fulfill their needs. To do this, you need to have a strategy in place.
The strategy has two parts: collecting customer feedback and customer data.
According to Accenture, 83% of shoppers would exchange data for a more personalized experience. Your customers are willing to give you information. You just need to ask for it. Have your customers complete a survey on your website about their experience with your brand, product or service. Ask them if they’d recommend you to their friends, which product they like most, and how you can improve.
Next, start collecting and analyzing your customer data, like website usage and purchase history. Dive deep into reporting tools like Google Analytics to pinpoint areas you should focus on. For example, you can track the pages your customers visit most or frequent places where carts are abandoned. Customer data will reveal a lot about how your customers interact with your brand, what’s working and what can be improved.
2. Personalize Your Content
Once you’ve done the work to understand your customers, the next step of your strategy is to personalize your content. Leverage the customer feedback and data you’ve collected to send the right message to your customers at the right time. The idea is to meet your customers where they are in their customer journey.
Did you know customers are more likely to engage with personalized content? According to SmarterHQ, 72% of customers say they only engage with personalized messaging. So, use this to your advantage by sending personalized content to your customers that they’re likely to click. For example, if a customer has been browsing a product page on your website, send them similar product recommendations based on their visit.
You can use various channels to send personalized content through, like email, SMS, PPC ads or landing pages. Leverage these channels to communicate with your customers and send them content relevant to their needs.
Your customers want to feel that the content they’re receiving is unique to them. So the more data you collect, the easier it will be to personalize content and better serve your customer’s needs.
3. Use Email Automation
Start leveraging email marketing automation to take your personalized content to the next level. Doing so can do wonders for your brand.
The first and easiest way to personalize your emails is to use your contact’s first name in the subject line and body. Emails with personalized subject lines can increase open rates by 26%!
Then, start using email automation to send personalized emails as your business grows. For example, set up email drips to send automated abandoned cart emails, promo code emails, event reminders or product demos. When you use automation, you can send highly personalized emails in just a few clicks.
Segment your contact lists to see an even better return. An example of a list segment you can use is customers who’ve made a purchase in the past six months. Segmented lists help ensure you communicate relevant information to the right people at the right time. It also makes the purchase process more accessible and effortless. According to Campaign Monitor, marketers have found a 760% increase in email revenue from segmented campaigns.
When you automate emails with personalized messages, your digital customer experience becomes more memorable and valuable in the eyes of your customers.
4. Harness the Power of Video
Video marketing is a proven tool that can skyrocket engagement. People are twice as likely to share video content with friends than any other type of content. This can be much higher when video is personalized.
Send your customers video content with offers, products or services tailored to their needs. To go further, start using videos on your website, like in a self-service portal or FAQ page. Replace paragraphs of text with short and engaging Video Answers. Customers want information fast. When you record Video Answers, you’re giving your customers self-service content they can access when they need it, and in turn, enriching your digital customer experience.
Create a Superior Personalized Digital Customer Experience with StoryTap
Personalization is a crucial part of a digital customer experience strategy. With it, you can better serve your customers and meet their unique needs. Delivering a successful personalized experience will build customer loyalty and retention.
StoryTap’s patented video platform empowers brands to collect authentic video from real customers at scale. Use our technology to collect, curate and distribute hundreds or even thousands of personalized videos.
Connect with our team today to learn how our data-driven video solutions can help strengthen your digital customer experience!
For more video marketing insights, check out our latest blogs: 3 ways to provide an excellent customer experience in banking, why all eCommerce brands should leverage mobile video marketing & collect UGC with email.