Personalized customer experience is something that companies of virtually all shapes and sizes must provide. Once thought to be a highly complex undertaking & only accessible to large companies, personalization is now something buyers and customers—B2C and B2B—expect from virtually all vendor interactions. This new world of personalized customer experience means every interaction with a brand—whether email, text, online, or in-person—must reflect personal and business preferences and requirements.
Why Personalization Is Important
The business case for personalization is patently obvious. The ability to create unique, personalized experiences translates into more loyal and engaged customers and increased sales. Office space was one area that was mostly unchanged, until Davinci Meeting Rooms changed the industry by letting our customers personalize their office needs by offering hourly rentals. Indeed, a recent study by Gartner finds that brands offering personalization will outperform competitive brands by 15 percent by 2018.
Personalization is not something done in a silo. It must be done across multiple engagement channels, and moreover integration between each of the different engagement channels is a non-negotiable. A fragmented customer experience lacking data cohesion can be more detrimental than if no personalized experience was offered at all.
The bottom-line impact of great customer experience cannot be underestimated: 62 percent of customers in a recent study indicate they stopped doing business with a company because of subpar customer service. A contributing factor is the lack of a seamless omnichannel experience. In too many instances, customers deal with different agents across each of the different channels and must repeat information previously given to agents in other channels. The same is true for buyers when they are evaluating purchase decisions.
Starts at the Website
A website is often the first interaction a buyer has with a company. With buyers now expecting personalized experiences immediately out of the gate with a company, there are a number of factors that need to be kept in mind. Having a responsive website that delivers optimal performance and experience across various devices is a starting point. (Check out our two-part blog on “10 Things to Consider When Building and Optimizing Your Website” for a checklist of things to do on your website.)
The data speaks for itself: nearly one-quarter of buyers use their mobile devices in their first interaction with a company. And the numbers go up once they become a customer: one-third prefer to use their mobile devices when dealing with a company on a customer service issue.
But omnichannel is much more than having a responsive website. Buyers and customers want to engage via multiple channels—email, text, live chat, phone, and, where applicable, in-store. They expect companies to know their preferences and to customize their communications. Hitting buyers or customers with offers and information that is irrelevant to their circumstances is no longer tolerated; they will quick unsubscribe or disengage.
The personalized experience extends to the time the buyer and customer is on the website—and even afterwards (think personalized ad retargeting). Webpages and content that visitors see on a company website can be personalized based on segmentation, if you know the identity of the visitor, or even behavior. In the past, these technologies were only available to large companies. However, the evolution of technology makes it now possible for small businesses to customize Web experiences for their buyers and customers.
Live engagement takes multiple forms, and all of the channels offered to buyers and customers must be integrated. They need to have the ability to seamlessly transition between the different engagement channels. In particular, regardless of whether the buyer or customer is emailing, texting, chatting, or talking to the same agent or multiple agents, they must feel they are talking to the same agent. A disjointed experience where information needs to be repeated and interactions must restart from the beginning can quickly chase buyers away and turn customers into detractors, or worse, former customers.
At Davinci Virtual, we believe in offering our customers an integrated set of tools to engage with their buyers and customers. And knowing small businesses have unique requirements, we designed our offerings with them in mind. These were created with the premise in mind that the human-touch point provides a distinct emotional connection that drives conversion rates and fosters brand advocacy.
Davinci’s Omnichannel Approach
To facilitate unique buyer and customer connections, we dedicate teams—typically comprised of five agents—to specific customers who serve as subject-matter experts for those accounts. And regardless of the engagement channel, these dedicated teams seamlessly move between engagement channels, delivering a channel-agnostic experience.
With 42 percent of call centers unable to effectively manage the end-to-end workflow of interactions with buyers and customers, small business customers who turn to Davinci suddenly find they are able to leapfrog larger competitors who either lack an omnichannel engagement approach or, if they have one, deliver a fragmented experience.