What Does Personalization in Customer Experience Entail?

What is Customer Personalization? 

The thing to keep in mind, when it comes to the concept of customer personalization, is that the business world revolves around the customer. Customer personalization is the process of designing or producing services and products to meet a customer’s unique requirements, based on the information the business has learned about the customer. The level of personalization will vary by customer and business model.  

For example, Spotify curates playlists for each user based on their taste in music. The playlists are created based on commonly and uncommonly streamed artists and genres alike. A playlist like “Romantic Pop Hits” could be suggested based on the user listening to artists like Ed Sheeran and Shawn Mendes. At the same time, Spotify also suggests playlists tangentially related to a user’s current listening behavior, to give them a wider breadth of options to listen to. In this way, Spotify is giving each user what they’re most likely to listen to, and related content to get them listening to a wider variety of music. Spotify’s algorithms can then keep learning about each user’s behavior and what suggestions or curation methods worked best for each user. 

Why is Personalizing the Customer Experience Important? 

Customer personalization helps build a strong and stable relationship with the customer. This not only helps gain the trust of customers, but it also helps attract new customers in the long run. It’s obvious that you cannot engage all customers in the same manner. Every customer is different. When customers shop online on Amazon, they read reviews to understand if the seller has taken interest in reading customer feedback on the product. This helps the customer decide what kind of product they would like to purchase. Comparing and contrasting various brands of the same products such as laptops and phones will help the customer understand their own likes and dislikes in the product they want to purchase. This is when personalization comes in handy. Listening to customer feedback helps you personalize the product and experience to a specific customer or demographic’s needs.

Effect of Personalization on Customer Relationships  

Personalization changes the way you talk to customers. Personalization means that you get to talk to the customer individually rather than talk to a large group of customers. According to FreshDesk, “customers love things that are made just for them”. Happy customers are returning customers. Customers need options for the purpose deciding how they want the product to be personalized. Brands needs to understand their target audience in order to customize the product accordingly. The best way to do this is to create a persona. For example, streaming sites like Netflix and Amazon Prime Video allow the customer to create their own profile for brands to understand what kind of content customers like to watch.  

Companies are able to gain this knowledge through customer insights. According to LinkedIn, “Customer Insights are the interpretations of qualitative and quantitative data that give us a better understanding as to why consumers think and feel the way they do”. The point is that the success of your brand is dependent on your customers and how they feel. Personalizing your product according to the customers’ standards gives your business an increase in revenue and company growth.   

Gauging Efficacy of Customer Personalization with PxidaCX

To better understand your customers and what they are responding and connecting to with regards to your business, you can use PxidaCX to gather their feedback on their experience. This way, you know what aspects about their experience matters to them so that you know how best to keep them coming back for more. By gathering and acting on their feedback, customers will see that your business is open to evolving and changing. This will allow you to build your customer base and keep them excited by your products and services, allowing your bottom line to grow. Try out PxidaCX for your business and customers today!