PCX: What Most Customers Expect from You
Jul 02 2020
| Our Blog
| Jackie Rizo
With customers seeking personalized interactions with their favorite brands, it is important for companies to dig down deep in connecting with consumers rather than the usual “brand-consumer” relationship. From start to finish, brands are expected to pull off stellar, seamless customer experiences throughout the customer journey and beyond.
For consumers to have the best experience possible, there is nothing better than offering a tailor-made experience. In an era where customers are in the driver‘s seat, marketers need to engage consumers in an ongoing conversation, creating real relationships and brand loyalty.
Personalized customer experience, also known as PCX, is your customers’ holistic perception of their experience with your business or brand. It is the result of every interaction a customer has with your business, from navigating the website to talking to customer service, as well as receiving the product they bought from you. Everything you do impacts your customers’ perception and their decision to keep coming back or not.
With digital marketing invading every aspect of our lives, personalization has become the new marketing strategy. The customer is king. It’s an age-old mantra that rings especially true in this age of the “empowered” customer.
Why does personalization matter?
Customers today are gravitating toward brands that feel like they are listening to them, understanding their needs and paying attention to their desires. That’s where personalization comes in. It’s a way to contextualize the messages, offers and experiences they deliver according to each visitor’s unique profile.
Think of it as an evolution from marketing communications to digital conversations, with data as the starting point. Collecting, analyzing and effectively using information about consumer demographics, interests and behaviors will help you create campaigns, content and experiences that resonate with your target audience.
The digital age has elevated consumer expectations for relevant, contextual and convenient experiences to unprecedented heights. Put plainly, consumers have become accustomed to getting what they want, and they’re gravitating toward the brands that recognize them as individuals at every step of their journey.
Meeting those expectations lands squarely on the shoulders of marketers, who must support intelligent personalization tactics if they hope to keep consumers engaged and coming back for more.
Personalization is good for business
If you’ve ever bought something on impulse (think 2-for-1 candy at the store checkout), you know that not every purchase decision is a rational one – our emotions play a big role, too.
Emotions are personal to us. And that personal connection is something that savvy brands are leveraging via contextual marketing to create relevancy, foster loyalty and ultimately boost their bottom line.
Consumers are more likely to purchase from brands that know their name and purchase history and then deliver relevant communications as a result. If you’re going to do that (which you should), you need an effective way to grasp consumer data to deliver content and experiences across all channels that feel timely, in-context and personalized.
There are ways to show your audience that you’ve heard their needs and understand just what they’re looking for without crossing the creep-line.
When researching into consumer’s personal space, more isn’t always better. Listen intently to what your customers are saying, then use appropriate tactics to offer them personalized experiences to match.
The Bottom Line
Personalization might be a top priority for brands, but most haven’t achieved their ambitions. And that’s a problem because according to Gartner, the stakes are high. In a recent survey, they discovered brands are at risk of losing 38% of their customers because of poor personalization.
There’s no magic button you can press to become immediately personalized. It’s a tough process that requires marketers to work closely with IT, operations and digital teams.
But at the end of the day, the potential for revenue generation is huge. The science supports it and customers are asking for it.
So instead of asking if you should focus on personalization, the better question is, “How can you prioritize it?”