Helpful Expertise #3: Personalization

Making subtle changes to your communication style can help you unlock your customer relationships.

Jim Stein
Published Date: June 10, 2024

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 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 describe trade details and use technical terms 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.

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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.