Customer experience and personalisation — benefits, best practices and examples
Adobe Communications Team
12-09-2022
Personalisation is no longer a suggestion for businesses that want to offer a great customer experience — it’s required to stay competitive. Consumers now expect completely personalised experiences when engaging with brands — and if they don’t get them, they’re increasingly likely to take their business elsewhere.
You probably already know that personalisation is an essential part of the customer experience (CX). But you need to understand what personalisation really means, the ways it directly benefits the customer experience and how your business can start using personalised CX today.
Whether you’re already dabbling in personalisation or starting from scratch, you may be wondering how to make it a more integral part of your overall CX. This guide will help you to learn the ins and outs of personalisation and build your own personalisation strategy based on best practices.
Personalised customer experience refers to providing a specific, tailored experience to each customer through messaging, offers, recommendations and more. It treats customers as individuals with unique preferences and tastes rather than part of a general audience or even a segment. The key to successful personalisation is customising the entire customer journey rather than simply providing a generic set of product recommendations or an engagement email.
Personalisation works by leveraging customer information to adapt the experience at every stage of the journey, which in some cases provides an experience wholly unique to each person. It can consist of anything from a special landing page based on location data to product recommendations based on buying history to a one-on-one consultation.
The benefits of customer experience personalisation
One of the most important benefits of personalised CX is that it increases customer satisfaction and loyalty. Making a customer feel important and valued is a great way to turn them into a repeat buyer and personalisation is perfectly designed to do that. According to an Adobe Commerce survey, 67% of consumers say they want personalised offers based on their individual spending habits, whether they’re shopping online or in store. Nailing personalisation is an opportunity to meet and exceed expectations.
Personalisation also builds trust by showing you care about the customer and they can have confidence in you to support their needs. Repeat on-target personalisation is a quick and effective way to build brand trust and loyalty.
In addition, personalisation increases engagement. Tailoring any point of contact along the customer journey directly to individuals makes them more likely to interact with it. For example, one benchmark report found a 139% increase in click rate for personalised emails compared with static, one-time sends.
The result of this engagement, along with the increased customer lifetime value that comes from building trust and loyalty, is a higher return on investment. It also helps you to gain new customers. According to a McKinsey study, 76% of consumers are more likely to purchase from a company that personalises.
Common roadblocks to personalisation
Many businesses today are just starting to personalise and they face some common challenges in implementing a full personalisation strategy. Here are a few of the hurdles you’re likely to encounter on the road to personalised CX.
Data gathering and analysis
The hardest part of creating personalised customer experiences for most businesses is collecting and preparing the right data. This can be difficult due to technological limitations, customers not wanting to share their data or a lack of expertise among your employees. Analysing all that data can also be difficult without the right tools or analysts.
Outdated technology
If your data platform is out of date, you’ll likely have issues centralising the information, analysing it in a timely way or even gathering enough data in the first place. Similar issues may arise if you don’t have a good personalisation solution. You’ll likely need a modern platform to keep up with the level of personalisation that customers have come to expect.
Company management silos
If your business is siloed or convoluted when it comes to data management or approvals, it will be hard to use data easily or work through the entire customer experience. And if different parts of the company manage different parts of the experience, you’ll need to find a way for them to work together to create a cohesive, personalised experience.
Building your personalisation strategy
The key to succeeding in customer experience personalisation is to create a strategy and stick to it. These steps will help you to design the right strategy for your business.
1. Identify who your customers are and what they want
The first step is to pinpoint who your customers are and what they want from personalisation. Customer personas are a good place to start, including demographic characteristics, interests and buying behaviours. Create several personas to capture the variety of people your business attracts.
In addition to what products or services your customers want, think about how they want to receive information and attention. If you’re a major retailer, for example, product recommendations and personalised emails will likely be important to your customers, while boutique shoppers may want one-on-one experiences or fully personalised fashion consultations. Whatever the case, you need to understand your customers’ expectations before you can meet and exceed them.
2. Take stock of your customer journey
Next, create a complete customer journey map for each customer persona as it interacts with your brand. If you already have customer data, comb through it for trends and take note of which elements of your existing CX perform best.
Look for touchpoints where you could offer personalised recommendations and make sure that you pay attention to how and when customers move across channels as they progress through the journey. Figure out where customers are likely to want to go next from certain stages and determine how you can guide them using personalised content.
3. Define important personalisation criteria
Before you can personalise customer experiences, you need data. Ask yourself what type of data will be most helpful to inform your personalisation efforts. Your ideal data will depend on your business needs and your industry, but a few of the most common types of collected data include:
Customer location
Demographics
Behaviour on site
Purchase history
On-site search history
Once you’ve defined the information that would be most useful for targeting your customers, start gathering it from them in a non-intrusive, transparent way. In addition to surveys, think creatively about other ways you can collect information. For example, if you’re offering a health-related product, you might ask customers about their eating habits, exercise routine or environmental factors, allowing you not only to personalise the product they’re purchasing, but also inform future personalisation efforts.
Product quizzes that deliver recommendations based on customers’ answers, such as quizzes about personal clothing style, also generate useful information. And proactive customer service or online chat prompts can help you to understand what questions or problems customers encounter at different stages of their journey.
Personalised customer experiences increase engagement and ROI — but just as importantly, they forge stronger relationships with your customers that will boost your business for years to come.
4. Ensure quality in data processing
Bad data can ruin even the best-planned personalisation efforts, so check that your existing technology and collection methods are working properly. If possible, centralise your data for easier use. This may involve negotiating permissions and information-sharing among different teams, modifying your company structure or creating a separate and cross-functional team focused on personalisation that includes employees with a variety of different skills.
In addition to the right data, make sure you also have the right analytics tools to turn all that data into insights that can inform your personalisation tactics. Ideally, consider investing in a solution that can handle personalisation at scale and empower you to get the most out of your data.
5. Segment your audience
With your data management processes in place, you’re finally ready to segment your audience and lay the groundwork for personalised customer experiences. Separate your customers into groups by location, gender, age, familiarity with your brand, stage of the customer journey and other characteristics relevant to your business.
This step is key to giving you flexibility in your personalisation because it allows you to consider what types of recommendations or communications would be most appropriate for each audience. Then — within each segment — you can further refine and personalise the experience for individual customers.
6. Begin personalisation
Once you’ve taken these preparatory steps, you have the strategic information you need. Now it’s time to turn it into a tactical plan and start executing. Begin by deciding what content you want to personalise and how it will change depending on the customer and their history. Next, make a list of each channel you want to use, as well as a detailed plan for how and when content on each channel will be delivered in a personalised way.
Consider how you want to craft the experience for maximum impact, convenience and customer satisfaction and produce any creative assets that might be required. You might want to start small — for example, with personalised product recommendations at checkout and in confirmation emails, then assess how that’s working before adding additional recommendations on product pages or a survey requesting additional information.
7. Collect feedback and optimise
No large-scale personalisation effort is ever perfect and complete. Consider it a work in progress and ask for feedback from customers. You can do this through links to surveys on product pages or at checkout and you can also analyse customer service interactions for patterns.
Look at your analytics to determine which recommendations were most successful and at what points in the customer journey. The key is to constantly explore ways to optimise your entire process for improvement.
Best practices for personalised customer experiences
Creating and implementing your personalisation strategy is just the beginning. The personalised experiences you provide and the way your customers respond will supply you with more data about them, allowing you to become more sophisticated and creative over time.
The following best practices can help you to build on what you already have to further enhance your personalisation efforts.
Provide relevant content
When it comes to personalisation, customers want content that is immediately relevant to them. They should feel like they’re getting a unique experience, even if they’re not. But that doesn’t mean you have to personalise everything — you just have to personalise the right things. Customising CX elements that your audience isn’t going to interact with is a waste of time and money, so focus on the information that matters most to them at the right moment.
Go omnichannel
To create a consistent, personalised CX, co-ordinate your efforts across all channels, including digital ones like websites, social media and email, as well as physical channels like print marketing and in-person experiences. If your omnichannel strategy is working correctly, every touchpoint should be personalised and customer information should be shared across channels in real time.
Customers are likely to move between channels at any time — for example, from email or social media to your website or from in-store shopping to an online purchase — so ensure their experience is seamless and make it easy for them to pick up right where they left off.
Capture more data than you need
The more data you have about a customer, the better you can serve them. While there is certain data you should start with, like location or buying behaviour, you never know when you’ll need a different data point to further personalise the customer experience.
Most customers are willing to offer their information if they know they’re getting great service in return. According to Accenture, 83% said they would share their personal data to enable a personalised experience. Be creative in asking for different kinds of data through quizzes or surveys that provide immediate value in the form of recommendations or tailored products and then let that data guide your future efforts.
Micro-segmentation
Micro-segmentation takes targeting a step further by personalising for individual customers instead of audience segments. This allows for extremely relevant content. An example of micro-segmentation is using a customer’s account information and history to provide them with specific recommendations based on what they have bought. Rather than telling customers, “People like you also buy this,” a micro-segmentation strategy could say, “You might be interested in this because you bought or looked at this other product.”
Allow customers to self-personalise
Sometimes the easiest way to personalise is to let customers do it themselves. Allow them to adjust site settings and choose which types of content are most important to them — and then pay attention to what you learn from their choices. Forums and self-service knowledge bases also allow customers to take their experiences into their own hands.
Use AI and automation
Artificial intelligence (AI) and automation make it possible to provide real-time CX personalisation. AI captures on-the-fly insights and translates them into up to date personalised experiences. If you want to do large-scale personalisation efforts, AI — or at least an algorithm — is a must. Automation helps parse large amounts of data, complete repetitive tasks and avoid human error.
Personalise your customer service
One part of the customer experience that is sometimes overlooked is customer service. Given that people so often complain about customer service, however, it may offer the best opportunity to improve and increase customer satisfaction with their overall experience.
Make sure you offer multiple customer service channels so individuals can find the channel they’re most comfortable with. Apply personalisation tactics to this part of the journey too. In particular, give service representatives access to all customer information and history in one place so they can quickly take care of any issues, whether over the phone or via live chat.
Always continue learning
Catering to every single person that interacts with your business is challenging and you’re bound to encounter difficult issues. Take those issues in stride and use them as an opportunity to improve your personalised CX by constantly looking for customer feedback to better refine and optimise your efforts. Above all, don’t get complacent — personalisation is always evolving and new ways to personalise customer experiences arise constantly.
Examples of great personalised customer experience
While most businesses are still in the early stages of personalisation, some major retailers are paving the way with high-level, innovative strategies. Here are two top examples to give you inspiration and ideas.
Amazon
Amazon is often cited as the leader in online customer experience personalisation and for good reason. The company offers incredibly detailed personalised product recommendations based on the wealth of data it gathers from multiple touchpoints, using advanced analytics to help customers find what they’re looking for — and what they didn’t yet know they were looking for — at every turn.
From Amazon Prime Video and Amazon Music to Amazon Prime Wardrobe, the company is continuously expanding its avenues for personalised experiences, which in turn allows it to learn even more about customers and inform even more personally tailored messages.
Nike
One of the top athletic apparel and footwear brands in the world, Nike has thoroughly embraced personalisation by giving customers the ability to design and buy their own shoes through a 3D online platform.
The company’s personalisation strategy is truly omnichannel, extending to physical locations and the Nike+ loyalty programme, which offers benefits like bookings for in-store pickup and an instant checkout option that allows customers to use their own devices to skip the checkout line in the shop.
Getting started with customer experience personalisation
Personalised customer experiences increase engagement and ROI. But just as importantly, they forge stronger relationships with your customers that will boost your business for years to come.
When you’re ready to get started with personalisation, begin by identifying your audience and outlining your customer journey. This will inform the type of data you need to collect and the tactics you choose to reach customers with individualised messaging.
Adobe Experience Platform makes real-time, personalised customer experiences possible by stitching together customer data from every interaction through every channel in real time. Together with Adobe Target, a personalisation solution that uses A/B and multivariate testing to deliver the right experiences to every single customer at scale, the platform helps you to deliver sophisticated experiences with precision.
Customer experience and personalisation — benefits, best practices and examples
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2022-12-09
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A woman standing outside near palm trees uses an iPhone to engage with a personalised customer experience. card image
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Personalised customer experience refers to providing a specific, tailored experience to each customer through messaging, offers, recommendations and more.
