What Do Quality Customers Experience? Part 3: Personalization
Below the surface of their consciousness, your customers are assessing your team’s Attitude, Responsiveness, Personalization, Expertise and Insights. Get these right and you’ll consistently deliver Helpful Expertise and attract the best customers.
Jim Stein
Published Date: July 7, 2023
Personalization
Personalization is how your team communicates to individuals uniquely based on their key attributes and behaviors. Companies often use a one-size-fits-all communication framework that’s workable for most of their customers. “Workable” communications will help you satisfy your customers, while personalized communications deepen relationships and help you create super-satisfied customers.
There are two key aspects to personalization: recognizing the individual and customizing your company’s communication to that individual.
People like to be recognized and have their status honored. If they’ve contacted your company in the past, they want to feel that this fact is acknowledged and honored. Even upon their first contact with your team member, they want their full attention and respect. I call this being “recognized as an individual of value.”
The second aspect is how you customize your messages to the individual so they’re better understood. Your team will choose channels, words, styles, and cadence based on who your customer is and the experiences they’ve had. You may phone an 80-year-old versus texting a 30-year-old, or you might use technical terms and describe trade details with an experienced customer versus using regular language to describe the finished state of the job to an inexperienced buyer.
Personalizing communications sends a signal that you recognize and care about the person as a unique individual.
