Customerisation and personalisation will shape your customers’ perception around your brand so they will feel connected to it and, thus, more engaged.
Last week, we talked about the importance of perception in marketing, and looked at the first of the three main trends – customerisation – that will influence how successful you can make your business in 2017. Here are the other two.
Personalised everything
Would you buy your best friend a bunch of flowers if you knew she suffered severe hay fever? Unlikely! Just like we know our friends, we need to really know our customers. And while it sounds like hard work, the internet has made it incredibly easy to track your customer’s likes, interests and hobbies. By tracking their likes and dislikes, you can tailor the content and offering you send to them.
It may seem overwhelming to personalise content to every individual, however, it’s not as hard as you think, as the task can be automated using any good client-relationship management system. Technology is helping businesses automate, systemise and simplify processes like never before. Robots are literally coming to the rescue too, we just need to humanise them a little more. This means businesses should always be willing to go the extra mile through offline efforts, such as sending your VIP client a book on golf, their favourite bottle of wine, a ticket to a show or a box of their favourite chocolates.
Engage your customer
People don’t want to buy from faceless, characterless businesses, they want a human touch. Take it one step further by creating heart-warming and captivating content to further connect and make your customers feel something towards your brand. It could be as simple as sharing a simple video of you at work creating their design, or a quick sequence of images with insider access to a sourcing trip, be open to allowing customers to be involved in the entire product development.
Finally, as marketeers, we need to consider how engagement internally could improve our business. By involving team members in decision-making processes, you’ll have an involved, inspired and innovative team to help you create a successful brand.
Franziska Iseli, entrepreneur and co-founder, Basic Bananas
