Did you know that according to Accenture, 81% of consumers want brands to understand them better and to know better when to contact them and when not to. Personalization is, therefore, becoming more and more important. Nowadays customers expect brands to know them well and to expect their needs and wishes. Therefore, customer loyalty is at its lowest and companies need to do their best to utilize personalization and retain their customers. Read below to find out more about how to drive personalization with the help of customer feedback:
1. Customer segments
Using customer feedback can help you define customer segments. Once you know your customer segments, you can personalize your product offers, marketing, etc. according to the segment. For example, if you are in the travelling industry, you can divide your customers in segments, such as business traveller, family traveller, budget traveller, etc.
Another example is dividing your customers in segments concerning the way they contact support. For example, younger consumers prefer to use email or chat to contact support. On the other hand, older consumers prefer a more personal touch and therefore they tend to call support. By knowing this information about your customers, you can regulate the size of your call centre. Therefore, asking your customers for feedback on various topics can help you put them in segments and thus personalize your services and offerings to their needs.
2. Customer personalization
Did you know that already 55% of marketers use both data insights and customer feedback to decide how to personalize content (BrightEdge, 2018)? Therefore, don’t fall behind and use feedback for customer personalization.
This type of personalization takes place within the segments defined above. This is where more personalized customer surveys are a great assistance, as they help you understand better your individual customers. In addition, you can use a feedback loop to constantly improve and adapt your products and services. This dramatically increases your customer loyalty levels, as your customers feel valued.
3. Utilize technology
Personalization and segmentation are nothing new and marketers are quite familiar with them. However, technology is now allowing us to do this quickly and in real time. Take advantage of an online reputation management tool so that you can collect valuable, precise insights into the preferences of your customers.
To sum up, a personalized customer journey is where the success of the modern company lies. Therefore, taking advantage of customer feedback can help you improve and better personalize your marketing, sales and customer service. This will make your customers feel valued and heard and will lead to more customer retention.