When it comes to customer experience, we all have good intentions, but you know the saying. The road to somewhere is paved with good intentions.
Customers says brands often send them irrelevant messages, which cools them off toward the brand.
Is it possible that your small business is doing the same?
Many B2B companies tell their prospects that they understand their specific problems, then end up sending them into the same sales funnel.
This is where personalization comes in.
Personalization is part of customer experience
In simple terms, personalization enhanes the customer experience, but ensuring you send out more relevant messages.
Improving your customer experience pays off. Companies that enhanced their customers experience through personalization experience higher conversions.
What is personalization?
In short, personalization is having different sales funnels for different buyers personas. I learned of an interesting example the other day. A psychologist who provides a service the specifics of which I don’t remember (as I focused n how he personalizes his messages) runs a survey on his website.
Based on how people answer the questions, they are put into one of eight categories.
Each category has a different sales funnel, and a different set of email messages that are sent.
Personalization requires segmentation (which means you create categories and different people are in different categories).
The best way to start is to start with the data that you have, and categorize your list accordingly.
The next step is to create the map of your customer’s journey, for each segment.
Think about every appropriate customer touch-point along the way.
Some touches can be email, some can be social media messages (some marketing automation packages support his), some might be webinars.
To be effective with personalization, have a plan. Just inserting your customers name into email messages doesn’t cut it.
Consumers today appreciate a personalized experience. If they don’t get it, they often express disappointment with the business. It is worth for your business to consider personalization.
Learn more here about generating leads online…