Understanding The Modern Customer

Modern customers, well-informed and tech-savvy, expect more than generic pitches and offers. They yearn for solutions specifically tailored to their preferences and requirements. A generic proposal not only fails to resonate with them but can also dissuade potential leads, making them feel like just another statistic.

Example:

Meet Sarah, a 28-year-old digital marketer who is always on the move. Growing up in the age of the internet, she’s accustomed to having a world of information at her fingertips. When looking for a new software solution for her firm’s email campaigns, she doesn’t just rely on advertisements; she dives deep into online reviews, discussion forums, and even attends webinars to understand the product better.

One day, she receives two emails. The first is a generic email blast promoting a new email marketing software with a standard list of features. The second email, however, addresses her by name and specifically points out how the software can integrate with the other tools she’s currently using. It also offers a personalized demo based on her firm’s needs and even references a discussion Sarah had participated in on a forum.

Between the two, the generic email is quickly moved to the trash, while the personalized one catches her attention. Sarah feels understood and valued, not like just another name on a mailing list. This is the modern customer — discerning, informed, and seeking personalized interactions. Generic pitches no longer make the cut.

Related: AI Advantages in Business Process Automation

The Power of Personalization

Think back to an instance when you received a personalized recommendation or offer. Did it catch your attention? More importantly, did it make you feel valued? That’s the power of personalization. It’s the difference between sending a blanket email to 1,000 recipients and sending 1,000 unique emails, each catering to the individual’s preferences and behaviors.

Here are the benefits in a nutshell:

• Enhanced Customer Engagement: Tailored offers resonate more, leading to better engagement rates. A customer is more likely to respond to an offer crafted specifically for them.
• Increased Conversion Rates: Personalization can lead to better conversion rates as it targets the exact needs or interests of the user.

• Fostered Loyalty: Customers feel valued when brands take the time to understand and cater to their individual needs. This sense of being valued fosters brand loyalty.

• Efficient Resource Utilization: By targeting individual needs, you’re also ensuring that your resources are utilized in crafting offers that have a higher likelihood of acceptance.

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Automation: The Driving Force Behind Personalization 

It’s no secret that automation has revolutionized business operations across the board. However, its application in crafting personalized proposals has been truly transformative.

Here’s how automation aids in personalization: 

Data Gathering:   

Automated tools can track user behavior, interests, and patterns, collecting invaluable data.

Example:

A retail website utilizes cookies and web trackers to monitor user actions. When Jane visits the site, the system automatically notes which products she views, how long she spends on each page, and whether she adds items to her cart but doesn’t check out. Over time, the platform accumulates a detailed profile of Jane’s browsing and shopping habits.

Data Analysis:   

This data is then processed and analyzed to glean insights about individual preferences and needs.

Example:

After collecting a month’s worth of data on Jane’s browsing patterns, the system analyzes the data. It identifies that Jane often looks at workout gear late in the evenings and has frequently viewed a particular pair of running shoes without purchasing them. The system determines that Jane has a high likelihood of being interested in fitness products, particularly those running shoes.

Crafting Proposals:  

Leveraging these insights, automation tools can then craft tailored proposals for each customer.

Example:

Based on the analyzed data, the system crafts a personalized email proposal for Jane. The email highlights a special offer on the running shoes she has shown interest in, paired with a complementary recommendation of a matching sports top and leggings. The proposal is not generic; it’s specifically tailored to Jane’s observed preferences.

Timely Delivery: 

Automation ensures that these proposals are delivered at the optimal time, increasing the likelihood of engagement.

Example:

Knowing Jane’s browsing habits, the system schedules the email’s delivery for late evening, which is when she’s most active on the site. This ensures that she’s more likely to see and engage with the email, increasing the chances of her making a purchase.