CX Personalization: The Key to Outstanding Customer Relations

Customer experience (CX) personalization is vital in ensuring that each client gets the service that meets their individual needs. This involves the ethical collection of necessary information, the use of this information to break up the market into segments based on what “value” means to them, and the implementation of plans and tools to bring that value to as many customers as possible.

A lot goes into each step of CX personalization, creating a mutually beneficial structure wherein businesses can maximize profitability by giving customers exactly what they want efficiently and proactively.

To help business owners improve their customer experience, we are going to cover the following:

• The impacts of CX personalization on KPIs
• The operating model for CX personalization
• How to get started

Let’s dive into each and break down how to personalize the customer experience.

Impacts of CX Personalization on KPIs

• 49% of consumers have left a brand in the past year due to poor customer experience.
  • Neglecting CX personalization can reduce customer lifetime value via customers leaving after a bad experience.

• 83% of executives feel that neglecting CX increases revenue and market risk.
  • Executives are noticing the consumer reaction to unimproved customer experience and acknowledging the vulnerability it creates.

• 61% of customers will pay more if they know they’ll get a good customer experience.
  • Average order value can be increased when a business develops a reputation for quality CX.

• 66% of consumers say they’d share personal data if they thought it would elevate their customer experience.
  • By proving that information will be used in earnest, businesses can improve their capacity to gather that information in the first place.

• 60% of consumers report they’ll become repeat buyers after a personalized purchasing experience.
  • Consumers see specific value in CX personalization over other improvements.

• 59% of online shoppers are more likely to continue shopping on a retail website that offers a personalized experience.
  • This value can be converted into more revenue for the consumers that are interested in it.

CX Personalization Operating Model

1. Information Gathering	2. Segmentation of Customers	3. Build Out a Team	4. Implement the Right Tools
Utilize surveys, tickets, and industry research regarding every step of the customer journey to develop an understanding of consumer needs, expectations, and common frustrations.	Segment customers based on what they value the most to identify the primary goals of each major archetype of customer in the industry.	Develop the staffing infrastructure necessary to implement changes that align with the values of the major segments of the customer base.	Utilize the proper software tools necessary to track, update, organize, and react to customer insights to personalize CX in a consistent and reliable manner.

These four steps are the fundamental structure of CX personalization. It starts with gathering the correct information through channels that make it clear to the consumer why they are being asked for the information and the goal of gathering it. This ensures that insights are gathered without discouraging potential customers with less transparent measures.

Then businesses need to break down their consumers’ everyday primary needs and segment them into target groups based on these needs, expectations, or frustrations. These will clarify the ideal customer profile for a product or service and acknowledge that a few primary demographics may require a slightly different approach.

Afterward, businesses can build a team capable of identifying which group each new lead most closely resembles and ensure they set up the proper customer journey. Of course, the team has to function at a few different levels, with marketing, sales, and customer support personnel working together to achieve quality CX personalization.

This is made possible by the final step, which is to equip associates with a software platform to connect the different departments and functions required to build a comprehensive, personalized customer experience.

This is where Vivantio can help.

Improve Customer Experience with Vivantio

While each of the benefits listed in this article works wonders for businesses, it won’t help if managers choose a platform that doesn’t offer all the necessary features. For example, Vivantio offers a cutting-edge customer service software platform that provides everything listed and more, including:

• Endless integrations to make implementation easy
• Automatic ticket routing to ensure every ticket gets to the proper agent
• Workflow designer tool that allows managers to customize the framework of their CS operations without any technical knowledge required
• White-label service portals so businesses can maintain a cohesive brand throughout the service process
• A holistic view of each client to ensure that no agent is left without vital information