The act of personalization was once as simple as incorporating the recipient’s name in various parts of a communication, but ongoing innovations in customer segmentation and data mining mean that today’s enterprises now have access to more information about their customers than ever before. Armed with this wealth of personal information, enterprises can create trusted one-on-one relationships with each of their customers. In parallel, consumers’ expectations are also shifting—people understand that their providers have access to a great deal of their personal information, and they actually expect any communications to reflect this level of knowledge.
Consumers Notice Personalization!
Research from Keypoint Intelligence – InfoTrends has consistently shown that personalization attracts attention. According to InfoTrends’ most recent marketing communications research, over half of total respondents reported spending much more time with communications that were personalized and relevant. This was true for printed direct mail as well as digital marketing messages.
Personalization is Key to Improving the Customer Experience
Personalization clearly gets noticed and increases consumers’ engagement. Savvy enterprises understand that they must use the power of personalization to their advantage so they can deliver a better customer experience. Of the 300 enterprises that participated in InfoTrends’ annual transactional communications research, about 36% considered improving the customer experience as the most important business objective in their transactional communications strategy. Of these respondents, well over half planned to improve the customer experience by delivering more personalized and targeted communications. In addition, 43% intended to improve the customer experience by creating a more personalized and targeted cross-channel experience.
The Time is Now!
Today’s consumers understand that their providers have access to a great deal of their personal information, and they expect business communications to reflect this level of knowledge. Savvy businesses are learning how to leverage this knowledge to create truly personalized communications that reflect consumers’ preferences, needs, and behaviors. To deliver the best possible experience and foster loyalty, business marketers must stay informed about their customers’ changing behaviors and preferences. By incorporating an increased level of personalization, businesses can improve the customer experience by delivering more relevant and valuable campaigns. The message is clear—personalization gets noticed, increases customer engagement, and drives action!
