Strategies for effective personalisation in customer relationship management

With advances in messaging technology, sophisticated online experiences and custom emails, marketing departments are feeling the pressure to generate better response rates in an increasingly competitive market. Effective personalisation, such as one-to-one marketing, offers a proven method for improved response rates and loyal customer relationships.

The landscape of everything we know is being reshaped through technology.

Previously, the notion of "personalisation" in marketing was confined to mere insertion of customer names into communication. Today, however, the march of technology has revolutionised this concept. Marketers can now leverage advanced customer segmentation and data analysis tools to deliver communication that is tailored to an individual's preferences and needs, ushering in a new era of one-to-one interaction.

The evolution of messaging and tracking methodologies has not only made customer communication swift and adaptable but also deeply personal. This transformation has recalibrated customer expectations and behaviours. Today's consumers demand businesses to anticipate their needs and deliver relevant and appealing information, products, services, and solutions. Companies failing to communicate in a manner that resonates with their customers risk losing their attention.

From personalisation to relationship building

In the realm of interpersonal communication, the initial face-to-face encounter carries a significant weight in shaping the trajectory of that relationship. A positive first impression often paves the way for a long-lasting bond, while a less than satisfactory interaction can jeopardise its future. Customers, who now anticipate and demand personalised experiences, evaluate their business relationships using similar criteria. The first impression your business makes can make or break your chances of converting a prospective customer. As individuals' preferences and requirements continually evolve, it is incumbent upon businesses, especially marketers, to remain agile and well-informed. This adaptability is key to fostering customer engagement and loyalty.

Cultivating bonds with customers

Successful marketing doesn't stop at making a good first impression. It necessitates constant adaptation to the evolving needs of the consumer. Like any personal bond, the relationship between a business and its customer requires diligent care to flourish. A customer will readily switch if they perceive a lack of commitment from a business. Furthermore, with the advent of social media, a single dissatisfied customer can quickly spread word of their negative experiences, potentially causing significant harm to your brand's reputation.

To avoid this, marketers are adapting their strategies. Instead of focusing solely on promoting products or services, they are now seeking to understand the true needs and desires of their customers. The aim is to build a relationship of trust, positioning their brand as a reliable provider of solutions to the customer's problems.

The ultimate goal is to connect with customers on an emotional level, creating a sincere bond resembling a friendship. When consumers feel at ease with a brand, loyalty often follows, and they may even refer others to the brand, amplifying its reach and influence.

Elevating personalisation to greater heights

The potential of personalised customer communications is widely acknowledged by marketers, yet its complete benefits are not always harnessed. There are numerous strategies available in the modern era to make your campaigns more pertinent and beneficial to your customers.

What is the strategy to transition from fundamental customer segmentation to individualised personalisation? Furthermore, how do you ideally cultivate and nurture customer relationships?

Understanding your customers

Establishing and nurturing strong connections with your customers necessitates having in-depth knowledge about them. The foundational step towards achieving this involves creating and updating a central database that amalgamates customer information from various sources. So, which channels should you prioritise? Here are a few suggestions:

• Retail locations
• Direct mail
• Email
• Social media preferences
• Mobile phone habits
• Search and click behaviours on your website

For instance, IP identification technology can monitor comprehensive online activities, revealing valuable insights into your customers' psyche, persona, and inclinations.

Furthermore, you can bridge the missing information by utilising data sourced from firms that specialise in gathering, connecting, and interpreting customer data. By leveraging this kind of intelligence, you can craft a comprehensive image of your target audience. This implies that traditional "mass communication" can transition into personalised dialogues.

Leveraging client data

As a marketer, equipping yourself with thorough knowledge about your clients enables you to drive persuasive and effective communication strategies. The primary benefit of customer data extends beyond tweaking individual campaigns for better response rates and deeper personalisation. The larger objective is to integrate all campaigns into a holistic customer relationship strategy, fostering an ongoing, reciprocal dialogue.

Every interaction a client has with your organisation, whether online, in-store or through another medium, should consistently convey a personalised experience. The messaging, irrespective of the channel, must echo the individualised essence of the customer relationship.

Today's organisations tend to prioritise immediate outcomes, achieving short-term goals and boosting conversion rates at any cost. This quest for immediate campaign results can eclipse the overarching and crucial goal of nurturing client relationships.

The power of personalised interaction

With the wealth of customer profile data at our fingertips and the versatility of today's digital and print technologies, we are equipped to foster valuable, one-on-one relationships with each client. Channels of digital communication including emails, websites, and smartphones have always provided extensive customisation and personalisation benefits, an advantage now mirrored in the world of print.

Thanks to variable data, we can strategically position tailor-made messages and vibrant colour imagery at any location on any package element. Transactional documents such as invoices and statements present novel possibilities for personal offers. In the realm of marketing communication, personalised mail, especially when envelopes are designed with a personal focus, can significantly boost open rates. Inside, a corresponding or supportive message awaits the recipient.

Be it transactional or marketing communication, each customer is treated to a message that is uniquely theirs, crafted in real time, and reflecting their most recent behaviours and preferences.

Keeping data current and accurate

In our digital age, data is the life force that drives success, and the quality of that data becomes crucial. It's paramount to devote due diligence to the formulation of your data capture, analysis, and processing methodologies. A plethora of data sources exists, from website interactions and email engagements to social media preferences and smartphone usage. Consider consolidating this data from its disparate sources into a unified database, escaping the limitations of siloed data.

An organisation's most critical asset may indeed be a meticulously maintained mailing list. Harness the potential of data management tools and incorporate processes to refine your mailing list, ensuring accuracy in names and addresses. An outdated mailing list guarantees wasted resources on undeliverable mail, a pitfall easily avoided with regular updates.

Don’t be afraid to ask for help

Embarking on a bespoke customer communications strategy may seem challenging, potentially complex and costly. However, in the light of advanced tools and technologies available today, this undertaking is considerably simplified and cost-effective. Moreover, it becomes indispensable when the goal is to demonstrate an ROI in sales or campaign profitability.

Leverage the expertise of knowledgeable marketing and production service providers. These specialists are dedicated to guiding your transition towards a dynamic, customised marketing and communication approach.

Data collection & analysis

• The importance of acquiring customer data from diverse channels like retail sites, social media, mobile usage patterns, and online navigation behaviours
• This multifaceted data contributes to a comprehensive understanding of the customer.
• The broad data set allows us to transition from a generalised communication approach to a more personalised dialogue.
  

Cohesive personalisation

• Cohesive personalisation is facilitated through the use of digital technology and print production.
• Personalisation can be applied to both transactional and marketing communications.
• Communications are tailored to each customer, taking into account their recent behaviours and preferences.
• This strategy fosters a unique and valuable one-to-one relationship with each customer.

Measuring results and continuous improvement

• The importance of measuring campaign results is emphasised for ongoing optimisation and personalisation.
• The use of existing tools and technology makes it possible and cost-effective to create an integrated customer communication strategy.
• This approach eventually leads to a positive return on investment by driving sales and enhancing the overall profitability of the campaign.

Sources:

1. Hopkins Jeanne. “60 Ways Personalization is Changing Marketing”. Hubspot Blog. 12 May 2011.

2. Carnes Cassandra. “Best Practices for One-to-One Marketing”. Digital Publishing Solutions. October 2010.