By definition, “personalize” means to design or produce something to meet someone's individual requirements.
You might be wondering how this is possible for your company.
The answer is—personalize what you can.
If your product features are set, then focus on your ability to offer one-of-a-kind customer care. If your process is set, then offer a customized product. If you can do both, then by all means, take advantage of it!
Personalize Like the Champs
One company who grew into a behemoth size-based operation because of its ability to capitalize on personalized services is the trillion-dollar company Amazon.
CEO Bezos can’t tell every vendor exactly how to offer their products, nor can he personally reach out to each customer—but what he has been able to do very well—is customize his customers’ online experience.
For many years, Amazon has successfully executed a personalization strategy focused on remembering details about its customers, in order to simplify their buying journey. And, for this, they have reaped the benefits.
We see our customers as invited guests to a party, and we are the hosts.
It's our job every day to make every important aspect of the customer experience a little bit better
Jeff Bezos, CEO, Amazon
Personalize with your heart
Personalization works because we are emotionally driven creatures.
It is theorized that most of our purchasing decisions are highly influenced by emotions first, and then are logically rationalized.
Think about this in your own purchasing process.
How often have you been faced with the dilemma of choosing between service providers who offered an almost identical product offering?
What was it exactly that influenced your decision?
More than likely, if it wasn’t a price driven decision, it was the ability of a sales representative or a company to make a better impression on you than their competition did.
The buying decision for your customers and potential customers is no different. Depending on what your product/service offerings are, prospective clients will more than likely ask friends or business constituents for referrals, look at your online reviews, check out your website, and contact you directly for more information.
If you aren’t making an impression with personable representatives and personalized processes to try and woo your customers, then your business will feel the impact. And, your ability to build a book of loyal repeat customers will become increasingly difficult.
It is said that emotions drive 80% of the choices Americans make, while practicality and objectivity only represent about 20% of decision making
It is quite often the little things that will resonate with your customers. What they really want to know is that you value them, and care about what is important to them.
Here are a few small ways that you can personalize your process to strengthen your relationships with your clients.
1- Offer Variety of Contact Channels
What time are people contacting your office and how?
There is plenty of talk lately about “lowering the friction" for your client’s in the buying process. Part of doing this is offering them multiple contact channels to reach you and being available to them when they need you.
If you consider all of the ways that your customers may want to reach you, and what times, you are in fact personalizing the communications portion of your services based on your overall market needs.2- Remember Your Customers
Who placed the order last? What did they order? When did they order it? What is their shipping address? Any personal notes?
If you can recall a few key personal details from a client’s prior activities with you, the easier it will be to strengthen your relationships with them.
Because people feel important and valued when they are remembered. It’s as simple as that.
Just remember if you are not adding value to your client’s lives, then they will find someone else who can.
3- Follow Up After the Sale
How did they feel about the service/product that you provided?
Following up with your customers to see how things are working out with their product or service that they purchased from you will not only give you feedback for improvement if need be, but will also let your customers know that your concern for them didn’t end at the sale.
The path to partnering with clients begins with personalizing services that are built in a solid foundation of experience and innovation.
It's never easy, but the impact on our customers' lives and businesses is powerful.
Personalized service is simply a way to cater your services, as a whole, to try and build stronger relationships with your individual clients. Every company has the ability to personalize service; you don’t have to be an Amazon-sized company to do this either.
We look at every unique individual, and determine their personal needs, so we can personalize our performance-to-build an impactful relationship with them.
Personalizing services is probably the single most important aspect in StoneWall's success.
You can start small by offering a variety of contact channels, remembering your customers, and following up after the sale. At the end of the day, if you can find ways to show each of your customers that they are truly valuable to you, they will keep coming back.
Logic and Emotion - www.psychologytoday.com/us/blog/the-divided-mind/201207/logic-and-emotion