The Beauty of Personalization
When my husband and I got engaged, we worked with a local jewelry store to create my one-of-a-kind engagement ring. The diamonds used in my ring were originally set in family heirloom jewelry. The center stone is an emerald which is my husband’s birthstone. While I’ve always loved unique jewelry, this ring has a special place in my heart. Because it was created just for me and has such a precious connection to my life and family, my ring is worth far more than any appraised value.
Personalization creates value and connection. In marketing, creating value and connection are two important ways to promote customer loyalty. In the case of my engagement ring, I have a special loyalty to the jeweler who brought to life my vision for my ring. As marketers, we have the opportunity to enrich relationships and win customer loyalty through personalized communication and service.
According to a recent report, nearly 71% of consumers expect personalization when engaging with your brand, and even more (76%) are downright frustrated when they don’t receive it. The good news is that personalization doesn’t have to be complex. Some of the easiest ways to personalize the consumer experience are to provide relevant product and service recommendations, and tailor messaging to what you know of their needs.
Learning what is relevant to your customer can be as straightforward as using the information submitted in an RFI form to deliver customized messaging. One of the most important steps you can take is as simple as including the person’s name in your communication with them. “Names are the sweetest and most important sound in any language,” said Dale Carnegie in How to Win Friends and Influence People, and hearing our own name creates genuine excitement in our brains.
Personalization should be a key consideration of your communication strategy. Need help in making your messaging more of a gem? Let’s chat!
Link to the next post below.
