It’s been shown in recent studies that personalisation has the biggest impact on loyalty and advocacy when it comes to customer experiences.
It consists of brands delivering website content, messages, offers, product recommendations and benefits based on the customer’s preferences, interactions, behaviours and history with the brand. It can involve tailoring particular messages, services or experiences to the customer and delivering the right offer at the right time.
Often, personalisation can be more targeted to the emotional connection with the brand than the rational decision making aspect of the customer decision making journey. It concentrated on the relationship between the customer and brand to make the customer feel valuable, acknowledged and known. It’s about making each experience and interaction feel unique and tailored to the customer.
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