Personalised communication is one of the six key pillars when it comes to customer experience. The theory is that we use a < personalised field > to populate a letter, DM, email or any other means of communication and the consumer will suddenly feel a hitherto unknown warmth, affection and deep personal bond with the sender.
The fact that you are speaking directly to the person receiving your message is a powerful thing but we’re all a little too sophisticated these days to get excited about a marketing message just because it somehow manages to spell our name correctly.
To really connect with your customers, those personalised communications need to go beyond the cookie cutter of a personalised field in a print run of thousands.
We recently heard of a great example of how personalisation can be used effectively from a colleague of ours. He decided to throw together a personal website – somewhere to collect examples of all his creative work over the years.
Being clueless about coding, he chose Squarespace as means of designing the site. It’s a resource that offers a range of templates, which you can customise and adapt depending on what’s required.
Pootling around with the site one day, he accidentally erased hours of work and reformatted a large section by mistake. He emailed the customer care address at Squarespace and received a prompt reply. The email told him there was a video he could refer to which would answer his query.
When he opened the link (Presuming the link would direct him to a YouTube tutorial) He was surprised, and genuinely impressed, to discover it was actually a video of his own website being redesigned as he had outlined – in other words, He had received a bespoke, idiot-proof guide to resolving his self-inflicted design catastrophe.
This personalised guide impressed him beyond his expectations and has made him a customer for life. Imagine what this level of personalisation could do for your brand?