WBG_Blog_customer_experience

Three Ways to Deliver a Personalized Customer Experience

Our friend , Sam Makad, is guest blogging this week to share tips about creating a personalized customer experience.

Your customers are the heroes of your story! Businesses earn between 4% and 8% above their competitors when they deliver a better customer experience (CX). But what makes up a great customer experience?

The following stats will shed some light on the matter:

  • According to McKinsey, 70% of buying experiences are based on how the consumer feels they are being treated.

  • "66% of consumers say they’re likely to switch brands if they feel treated like a number, not an individual." - State of The Connected Customer Report

  • 76% of customers expect companies to understand their needs and expectations.

To cut a long story short, brands can no longer compete on product or service standards. To stand out, you need a personalized customer experience that will delight your customers throughout their buyer's journey.

But first, what do you mean by personalized customer experience?

Take a look at these three tips to delivering a personalized customer experience:

1. Leverage Existing Customer Information

72% of companies believe they can use analytics to improve the customer experience (CX).

Use Google Analytics to Understand Your Customers

Understanding your customers is central to delivering a personalized experience. Using Google Analytics allows you to see data on age, sex, location, job profile, and more. With this data you can segment your customers into specific profiles to deliver tailored information, including emails, offers, etc.

Google Analytics automatically collects data from your website and allows you to generate customized reports. Some of the most important things you can learn from this data include the demographics of your customers and the kind of content they enjoy (or don't) on your website. You can personalize your website for your clients, ensuring a better CX.

Use Your User’s Location to Your Advantage

Google Analytics provides location reports that show you the location of your website’s visitors. This information can help you optimize your website and blog content to rank in Google search by using localized keywords.

If you wish to grow your audience in particular countries, you can use International SEO on-page best practices to optimize your website so that search engines can identify which countries you wish to target for business

Another example is Microsoft - They offer country-specific pages:
Microsoft Country specific websites page

Measure Website Performance and Optimize Based on Data

Some websites have high traffic but low conversion. Your Google Analytics report gives you detailed information about pages with a high bounce rate. Reasons for a high bounce rate vary, but it could be because your pages are not optimized or there is no clear call-to-action. 
 
How do you know if your website is doing its job? (click to) Use these 3 tools

2. Offer Real-Time Support on Your Web and Mobile Sites

In a survey, 70% of customers said the quality of support reflects how much an organization values them. In other words, keeping your users waiting for support could cost you serious business. Customer support technologies, such as live chat, can reduce your response time and help you connect to your users in real-time.
 
Using live chat for customer support can increase your chances of conversion by up to 3X. Live chat allows you to connect with your users at the precise moment they need help on their buyer's journey.


Integrate Your CRM with Live Chat

Your CRM software offers a ready source of information for your customers.  Integrate your CRM with live chat support to provide your customer service representatives with information about your clients so calls can be more productive. This feature also enables you to save chat transcripts that can come in handy in the future.

3. Get Customer Feedback

You can lose up to 50% of your customers because of poor customer experience. It is important to ask your customers how they feel about your business through regular surveys and interviews.

However, collecting feedback is no good unless you act on it. An AI-enabled chatbot can help you collect feedback at the end of a conversation and automatically tag it according to specific keywords.

You can also use positive feedback shared by clients in your marketing campaigns to build social proof for your business. User-generated content can build immense trust in your brand--just remember to get their permission first. 
 
Your customers are expecting a personalized experience, so deliver it! In return, creating positive customer experiences will help you build a loyal customer base.

Sam Makad is an experienced writer and marketing consultant who helps small & medium enterprises to grow their business and overall ROI. Reach out to Sam Makad on Twitter or LinkedIn.

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