Thought Piece | Partners

The importance of personalisation on customer experience

Author: Stuart Hobbs, Liam Springate-Jones
Date: 02/11/22

The importance of personalisation on customer experience

In today’s fast-paced digital era, customers look for a personalised experience when they interact with a business’ products and services. According to research by Salesforce, 66% of customers expect companies to understand their needs and priorities. While customers still demand quality service, they now also want tailored digital experiences across the buyer’s journey. 

At Splendid UNLIMITED, we understand the importance of personalisation and user experiences in the customer journey. That’s why we’ve partnered with digital experience platform Acquia to provide leading cloud platform building for our clients. So, how does personalisation impact the customer experience? Read on to discover our insights on the topic.

Better connections with customers

One of the main benefits of personalisation is that businesses can create better relationships and get closer to customers individually. With personalisation, brands can target certain demographics and behavioural traits, which helps present a level of customer understanding that adds further value and relevance to the brand. Relevancy in the customer journey is critical to keeping audiences engaged.

It’s no longer enough to just show products and services that are relevant to customers like themselves, but instead, recommendations that are relevant to them, personally. That’s why data-driven personalisation has become so powerful - it allows brands to craft CX based on a ‘next best action’ and ‘next best channel’. Using data from previous customer engagements, purchasing history and lookalike behaviours. There are many companies that have taken their marketing to the next level through personalisation:

  • Netflix’s customer experience is driven by huge amounts of data: The platform recommends content based on what subscribers have already watched. The entertainment giant harvests data to create unique homepages for each of its users, showing only the most relevant content to match the user’s interests.

  • Amazon utilises data for a truly personalised experience: From tailoring product recommendations and personalised homepages to creative on-site prompts, like “frequently bought together.” All of this injects life into the customer interaction, driving a more relationship-led experience.

Improved engagement

Personalisation should create a more streamlined customer experience that leads to higher conversion and an increase in brand loyalty. Hyper-personalisation bridges the gap between the customer and the business, and it makes the consumer feel appreciated and understood. Statistics have shown that 55% of marketers believe the top benefit of personalisation is increased engagement and improved customer experience. Personalisation has the power to make people feel recognised. Businesses can utilise it to shape an engaging brand experience that ensures a sense of belonging across the buyer’s journey, which can lead to sustained revenue for the brand over time.

Superior experience

Brands can no longer rely on quality products and services as their main market differentiator; they have to offer a highly relevant and superior experience. What personalisation ultimately does is that it makes customers feel more in control during the buyer’s journey.

For example:

  • Using personalised marketing strategies such as names in emails and “welcome back” messages.

  •  Location-based push notifications help to create the feeling that the customer has a role to play in the digital experience. 

Technology will continue to drive personalisation, which is transforming the customer experience, from decisions and interactions to building engaged relationships. If you want to find out more about the importance of personalisation, watch Acquia’s webinar here for best practices and read the company’s e-book on data personalisation for key findings and takeaways on how marketers can optimise their own strategies for personalisation.