To take it personal is a way of connecting to customers on a new (emotional) level. Modern technology has made it difficult for storefront retailers. Websites collect and store data of your shopping behavior to customize your experience.
To meet customers’ needs and stay competitive, we must personalize customer experience.
The Golden Rule is a Thing of the Past
Grandma always said, “treat others the way you would like to be treated”.
Companies can no longer survive on treating their customer the way they think their customer wants or needs to be treated.
As more companies become ‘customer obsessed’, they are quickly learning that the way of the past is not going to keep their customer loyal.
The Platinum Rule is the One to Follow
The platinum rule “treat others the way they need to be treated” is the new way of thinking. What they think and feel is the reality.
The tipping point is the moment you understand this and get to know your customers on a personal level. Only then will you meet your customers’ expectations.
The 2014 EKN Millennial Study showed that consumers are willing to pay up to 41% more for an excellent customer experience. This includes personalized engagement across all touchpoints.
Customers expect a tailored experience consistently when they interact with your company. They expect their favorite brands to understand them and their needs without them telling you this information.
Technology and advanced CRM’s collect data and information. These are necessary to provide a tailored experience for your customers.
Bruce Temkin wrote in his article on the 11 trends for 2016, “As companies connect rich customer feedback with reams of CRM and operational data, the value of predictive modeling will rise exponentially. We expect to see firms that have built data hubs over the last few years investing in predictive modeling and using the insights to develop a more personalized treatment of customers.”
You can collect and create ‘secret service’ systems with little to no cost. This will impact the experience your company provides.
Secret Service, Uncovering the Personal
The best way to uncover the true needs of your customers is to build a relationship with them. A simple acronym that will help any company understand their customer is FORD (FAMILY. OCCUPATION. RECREATION. DREAM).
Add this acronym to a CRM or to a customer profile (hard or soft copy). Collecting this type of information through conversations with your customers. This will allow you to tailor each interaction you have with your customers.
Train and Empower your Team
Have a clear strategy on how you use the insights. Train and empower your team to do what it takes (within reason).
Create programs for your teams to follow. Let them make decisions that are necessary to personalize customer interaction.
The Results of Taking It Personal
Once you understand your customers, you will get the competitive edge you need to take your current experience to the next level. Your customers will think of you first and visit your storefront because they feel great when do.