Many customer feedback managers are not sure where to start: with personalization or automation? Making a decision which method to optimize might seem difficult and confusing. Read below to find out how to take advantage of both of them:
1. The Basics
If you have never heard of automation or personalization in the context of customer feedback management, here are the basics:
- Personalization involves segmentation of your customers and offering more personalized products and services. The way you segment your customers is entirely up to you and depends on your industry, product lifecycle and customer base. For more detailed information on personalization, click here.
- Automation is the usage of a reputation management tool to automate your customer feedback process. Automation can include for example sending a feedback request after a certain event, sending a survey request based on a predefined time period, replying with an automated message to their reviews, etc.
2. Personalization vs. Automation: pros and cons
Now that we know what personalization and automation mean, let’s have a look at their pros and cons:
Evergage conducted a study in 2017 and they found out that 96% of respondents think that personalization helps advance customer relationships and 88% believe that their customers expect a personalized experience. However, only 45 % of the respondents say that marketers are “getting personalization right”. Therefore, a major con of personalization is that it takes a lot of time and it is therefore not very common.
On the other hand, automation can be extremely useful as it helps both marketers and managers to save time and effort. Having a reputation management tool can help you automate, manage and analyze your campaigns at one place. Nevertheless, customers often prefer personal communication with a representative of your company and feel neglected if they receive an automatic message.
3. Personalization AND Automation
One big myth is that personalization is the counterpart of automation. After all, personalization requires a personal, human touch, so how can that possibly be automated? In reality, however, automation and personalization are often used together. They are not opposites, but if used correctly they can complement each other.
Therefore, the question comes: how do you combine both? Start by using surveys! You can automate the process of sending surveys and analyzing the data you receive from them. By collecting insights you can create better customer segments and thus personalize your messages and offers to what those specific customers might be interested in. Therefore, you will use automated feedback campaigns to personalize the content for your customers.
Secondly, you can use an automated process to predict your customers’ behaviour. For example, if a customer keeps answering that they are not satisfied with your products or are having a bad customer experience, you can easily predict that the next step for them would be to switch to a competitor. This is where you can take a personalized approach and contact them directly with an offer or a discount based on their purchasing history. Another example is that you can use an automated survey process to identify who your most loyal customers are. Then you can invest time in contacting them individually and asking them to become your brand ambassadors.
Finally, use automation to gain insights to personalize your newsletter! No customer will read a boring, generic newsletter anymore. In addition, so many company newsletters now end in the spam folder of the end customer’s inbox. Therefore, personalize your newsletter based on the needs and wants of your individual customers. Make it relevant to them so that they would actually be intrigued to open it!
In conclusion, there’s a fine balance to be struck between automation and personalization. By following the tips above you can combine both and reap the rewards!