How to personalise online customer experiences
There is one thing you can always resort to which guarantees that your customer will come back to you and do business with you. It is not customer service. It is personalisation. Personalisation means presenting your products in such a way which makes the interaction of the customer more meaningful. Personalisation is much more than welcoming your existing customer or showing recommendations on the basis of their previous visit. It is about using the customer data to create such an experience which encourages the customer to come back to you again and again.
It focuses on customising the experience of the user on your online store or website according to the tastes, preferences and interests of the customer. The goal of personalisation is to touch the customer at a personal level and engage with him on a higher level.
“If there’s one reason we have done better than of our peers in the Internet space over the last six years, it is because we have focused like a laser on customer experience, and that really does matter, I think, in any business. It certainly matters online, where word of mouth is so very, very powerful,” said Jeff Bezos.
Almost every online store has a history on what you have browsed and purchased. They know where you live and what kind of items interest you, and so forth. Such information can help you create targeted content and personalised experience.
These days many websites save your preferences. For example, you order a burger, the company will save your previous order and will remember your preferences and offers you the ability to repeat the order and a much faster check out. Netflix, a very popular TV/movie streaming website, analyse your previous viewing activities and then suggest the most suitable shows for you. Pandora, a personalized radio station, works in the same way. In fact to help improve the suggested songs, you can use the thumbs up or thumbs down sign.
Personalisation is beneficial for your business. It leads to increased avenue, user retention, and provides a human touch. Use that data to offer better customer experience. Recommend products which are similar or work together simultaneously. For example, if a customer is searching for a white shirt, you can recommend a blue or black jeans too.
Localise your experience. Connect with your customers on a personal and a ground level more efficiently. Create different versions of your website which is customised according to the local taste, diversity, currency to increase user experience. For example, Amazon.com has a different URL for India i.e. Amazon.in, where they offer products sold by the sellers in India too. This way the products are well customised to the Indian market and are much more appealing to the customers.
In order to increase personalisation, you can deliver various services to your customers like subscription emails, start loyalty programs, scheduled delivery and invite clients onto social media.
Personalisation if done properly enhances the customer experience, without the customer knowing much about what is happening in the background. “Get closer than ever to your customers. So close, in fact, that you tell them what they need well before they realize it themselves,” said Steve Jobs.