Times are constantly changing and with them the habits and behavior of people change, but what remains almost unchanged is the collaboration between individuals. Born from passions, interests or simply because that's human, collaboration can become the new competition.
Think differently about how you approach collaboration. It's not about sales all the time, it's about building an important tribe of people to support you, finding ways to bring people together, exploring ways to help others and improve the industry, challenging you thinking and being visible so that someone introduces you to the next person who could change your life.
Nowadays, customers expect more and more convenience in their communication more than ever. And considering that 80% of consumers are more likely to make a purchase after a personalized experience, the importance of personalizing messages as communication tools cannot be overemphasized. After all, we can talk about an experience in itself that brands offer to customers. It is clear that personalization has a key role throughout the entire customer lifecycle. Done right (shoutout to the marketing teams), it can not only impress customers, but turn them into long-term advocates and give messages the boost they need to achieve better results. Customer messages are important to any business. Businesses need to be able to send notifications, send updates (new features, policy changes), communicate next steps, and more. However, the big challenge with customer messaging is getting it right. For example, if your email does not trigger an action from the customer, then there is a high chance that it will be ignored. We all have those emails that we completely ignore, mark as read or delete as soon as we receive them.
OK, OK, but what about customizing the messages?
First of all, we can (and it is necessary) to turn to an old and reliable friend, technology. It is our main tool through which we can make targeted and ultimately stronger messages. This is not only better for customers, but also saves time for the team so they don't have to waste time jumping between tools. Of course, by integrating essential analytics tools like Google Analytics, we can also track and measure the performance of your hard work and impact on your business bottom line.
Secondly, we can use a reality of today, namely the power of data. If we have a customer communication platform that allows us to collect data directly from customers and act on it by triggering relevant and personalized messages we are that much closer to finding the key to unlocking so many of the opportunities ahead. With all this rich, contextual data, we can gain deeper insights and trigger different messages or events based on different factors, such as the type of business, location, topic of conversation or actions taken. We can start with the simplest things, namely using the customer's first name and company to make the message seem personal and engaging. From there, we drill down with custom attributes and events that allow us to further personalize messages to speak to their unique experience so far.
And now we come to one of our favorite parts. The best way to engage people is by sending the right message, at the right time, in the right place. With targeted messages, we reach people exactly when it is most effective: when they are already thinking about our business. Addressing us when people are most ready to get involved, that is, already on the site, we must make the most of every opportunity. And not only can we customize messages based on specific customer data, but we can customize the look and feel of messages with friendly images, videos, apps and emoji.
Personalization isn't just about a great message, it's about creating a continuous flow. But with so many moving parts to manage, creating an engaging customer journey can be difficult – especially when considering multiple channels and diverse customer needs. Personalization is a must for every business that interacts with customers through messaging. The good news is that in this story we are not alone and we can collaborate with the necessary tools and among ourselves.