So what’s the truth?
Consumers expect personalization and demand a consistent experience across all interactions (both offline and online). They also want a brand that understands their needs through communication that’s personalized to them
“While surface-level forms of personalization (such as emails using a customer’s name or product spotlights based on past purchases) are appealing, consumers don’t value businesses knowing who they are as much as having their needs met whenever, wherever and however they interact with a brand,” the study notes.
What can brands do to improve and provide personalized experiences? Collect zero and first-party data, create smooth experiences between online and offline channels, implement loyalty programs and treat loyal customers better than potential customers, offer multiple customer service channels, etc.
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