Treat Your Customers Like People – 4 Tips for Personalization


Offering discounts, rewards, and other special perks has long been a standard marketing tactic to drive new business. But generic offers aren’t as effective as they once were.
According to a Gallup poll administered earlier this year, customers are increasingly underwhelmed—and even annoyed—by generic promotions. 66% of respondents said that offers were too general, 41% were irritated by unwanted offers, and 53% received offers for a product they already used.

The fact is, consumers are being bombarded by so many communications from so many businesses that it’s easy for them to tune out. Luckily, there’s a way to create more meaningful interactions that will get your audience to pay attention—a little personalization is all it takes.

Here are 4 simple ways you can start using personalization to benefit your customers and your business.

1. Personalized Interactions

Making your interactions personal can be as simple as using a customer’s name in an email or while checking out. A more sophisticated kind of personalized interaction might entail using a customer’s previous purchase history or requests to make recommendations during their next transaction or reservation.

2. Personalized Offers

Coupons and discounts are great—but not if they’re for a product or service a customer will never use. Use your customers’ previous purchase history or an online survey to assess what individual customers are interested in. Then you can be sure to create offers that people will be excited to take advantage of.

3. Personalized Loyalty Rewards

Just as with offers, loyalty rewards can be tailored to the interests and needs of specific customers. If someone is buying a latte from your café every day, give them a free latte after their tenth purchase. If someone is buying school shoes for their kids, give a discount on children’s sports shoes. If you don’t have the technology in place to track specific customers’ buying behaviors, surveys are a great way to find out what would be valuable to your audience. You can even ask for some quick feedback during checkout.

4. Personalized Follow-ups

A personalized interaction, either face-to-face or online, will make a great impression with a customer. Don’t miss out on the opportunity to follow up and keep the conversation going. Follow-ups can range from an exit survey after a transaction, a personalized request to follow your social media channels or sign up for your email newsletter, or a simple thank you for visiting your establishment.

The Bottom Line

Personalizing your communications, services, and offers will make customers feel that they individually matter. If customers feel that you care about them for who they are as opposed to what they buy, they will be more motivated to care about your business in return.

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