Personalizing customer communication is a strategic business decision that allows you to understand the unique needs and desires of your customers and helps you create an impression of your company.
Contact centers and sales departments play one of the most important roles in establishing a connection between the company and the customer. According to a Forbes study, 81% of consumers need personalization to feel satisfied with an offer or recommendation. That is, by providing a unique offer based on individual customer characteristics, you make them feel valued.
What do you need to know before implementing personalization?
Personalized communication with a company can be uncomfortable for a customer for several reasons:
- Violation of privacy. Excessive personalization can make a customer feel like the company has too much information about them. For example, if the company uses data that the customer did not realize was available, it can cause a feeling of invasion of privacy.
- Feeling of manipulation. When customers notice that companies are using personalization to influence their decisions or purchases, it can create distrust. Customers may feel that the company is trying to manipulate their preferences or force products on them that they don’t really want.
- Information overload. Sometimes an excessive amount of personalized messages can be overwhelming for a customer. This can lead to a feeling of being harassed or information overload, especially if these messages come too often.
- Mismatching expectations. If personalization is based on incomplete or inaccurate data, it can lead to failed attempts to meet the customer’s needs, which causes frustration.
- Misinterpretation of intentions. Customers may misunderstand why a company is reaching out to them in a certain way. For example, if personalized messages seem too intimate or out of context, it can cause embarrassment or inconvenience.
By using AI and ethical data collection to understand customer needs, trust is built and loyalty is increased. Why is it important to note that data collection is ethical? Because according to the law, there are certain provisions that ensure the protection of the subject’s data and regulate the collection and processing of the information provided.