What is a good strategy to improve the accuracy of customers' personalised service?
What is a good strategy forimproving the accuracy ofcustomers’ personalised service?6 minute presentation
Introduction• We are are guilty of treatingcustomers alike.• Out of those who try topersonalise a service, themajority place customers intopigeon holes and makeassumptions.Image found: h.p://tha.hebonesyouhavecrushedmaythrill.blogspot.co.uk/
Introduction• Many just randomly trialmarketing messaging andpromotions etc. to ourconsumers without a real planor measurement across trials /tests.• These are then trialed seeingwhich work and which do notlike throwing sh*t against awall and seeing if it sticks.Image found: h.p://tripwow.tripadvisor.com
Research Figures• 85% of customers avoid companies where they’ve had abad experience.• 41% of total online revenues come from existingcustomers who make up just 8% of visitors to theirwebsite.Stats: www.be.eryourbusiness.co.uk
Research Figures• 81% of British people think a small business is going toserve their needs better than a larger competitor• 66% of the UK population would spend a little more toget better service from their supplierStats: www.be.eryourbusiness.co.uk
Data• Data is key• It’s the foundation of anybusiness• Understand your audience andhow they interact with yourbrand• Then and only then can youstart seeing how you canpersonalise your servicetowards them
Test, Test & Test Again• Testing is the key to success• Gathering data whilst testing isvital• Small incremental changescan amount to huge benefits• You don’t need to spend afortune on tools, services.• Just spend time trying tounderstand what youraudience needs and how to bepersonalise that need toincrease conversion andloyaltyImage found: h.p://verita‐group.com/
Tools• Don’t fall into the trap of usingthe best of breedpersonalisation modules,advanced search and paid foranalytics etc as a defaultpurchase• Once you’ve gathered dataand tested your ideas andunderstand your audience thenand only then is it time to actas you will have understoodtheir needs.• Then research the tools thatmay help you achieve yourgoals.Image found: h.p://www.errotools.co.uk
Simple but EffectivePersonalisation• The following are a few examples of how you can move topersonalise your communication whilst maintaining and increasingaccuracy through data.• These area relatively low cost and simple to implement
Email• Obvious, but still not used asmuch as it should.Personalisation in subject lineand body of email will helpmake create the sense of apersonal email• Segment the database andstop blanket emailing• Keep trying to increase thedata you hold against thesubscriber, but asking furtherquestions to store against theirprofile.Image found: h.p://h.p://bizmology.hoovers.com/
Social• A direct conversation is themost personal service you canoffer• Don’t just monitor brand termsor reply to direct requests toyour brand/service• Try to monitor, interact and joinconversations which arerelated to your offer and notonly add value to the readersbut give you a chance toconvert to a sale• Use polls, reviews to gainusers confidence whilst addinga personal touch.
Measure• Finally you must measure andrecord your activity to see howsuccess is achieved and thenrepeat.
NEXT STEPS…Thank You!• Any Questions or for further discussion:– @georgeioannou– Linkedin.com/in/georgeioannou– @digitalandwise– www.digitalandwise.com– +44 161 946 3851