As innately social beings, humans are wired to seek connection and a sense of belonging. Author and marketing strategist, Seth Godin, put it well when he famously once said, “People do not buy goods and services. They buy relations, stories and magic.”
A Salesforce study concurs, with findings showing that 80% of customers believe the experiences provided by a company are as important to them as its products and services; proving that the saying ‘it’s not personal, it’s business’ is now totally out-dated.
So, how can your business establish a meaningful connection with your customers? One of the fastest ways to do this is by personalising your marketing approach. Here’s 6 ways to personlise your messaging.
Let’s get personal
As well as offering customers the feeling of belonging and connection, personalisation can help you to stand out from the competition, elevate your relevance, build trust and form loyal and mutually-beneficial business relationships. This is because personalising your approach makes your customer feel that you genuinely care about them and their experiences.
Thanks to the feel-good factor that personalisation delivers, many customers are now starting to actually demand personalised brand experiences and won’t bother with any business using a one-size-fits-all approach. A study by Epsilon has found that 80% of consumers are more likely to do business with companies that offer personalised experiences.
At Incentive Solutions we use a range of techniques to ensure your loyalty programme thrives in the hearts and minds of your customers.
1. Make a date with data
To deliver personalised experiences, you need a deep understanding of your customers. By collecting and analysing your customer data, including purchase history, preferences, demographics and behaviour patterns, you can segment your customer base and identify specific groups to target with personalised offers and rewards.
2. Tailor your rewards and offers
Personalisation can significantly enhance the impact of reward offerings. Using customer data, you can create tailored rewards that align with individual preferences and purchase behaviours. For example, if a customer frequently purchases a particular product, you can offer them exclusive discounts or early access to new releases in that category.
3. Personalise your communications
Communication is vital for maintaining strong customer relationships. Invested businesses will address customers by their name and send relevant and timely messages.
4. Create unique experiences
We recommend tailoring your loyalty programme structure to match your customers’ preferences and needs. For example, you could offer a tiered programme where customers can unlock higher levels and enjoy additional benefits based on their engagement and spending habits.
5. Create a seamless omni-channel experience
Whatever efforts you employ to personalise your customer experience, make sure it’s consistent across all your customer touchpoints and channels. This creates the feeling of authenticity. At Incentive Solutions, we like to ensure our customer loyalty programmes are seamlessly integrated across websites, mobile apps, social media platforms and physical stores.
6. Don’t forget the coffee date
Yes the world is fast-paced and digital, but creating a truly personalised experience and loyal customer relationship requires regular human interaction to remain a part of the marketing mix. A McKinsey study backs this up, showing that, as sales become more complex and higher in value, the need for human interaction increases. So, as vital as your data-led insights are, don’t let them replace a good old fashioned face-to-face.
We’ve got the personal touch
At Incentive Solutions, we are specialists in strategic data-led loyalty programmes, with over 25 years’ experience in helping companies grow through industry-leading loyalty innovations that deliver time and again. Our loyalty experts can leverage our state-of-the-art technology systems and data insights to craft you a bespoke B2B programme that will unlock a world of new opportunities to personalise your customer experience and boost your bottom line. Get in touch today for a no-obligation appointment with one of our specialists and discover the true value of a modern and competitive loyalty programme. Don’t delay on this important growth opportunity.