Having a cocktail dress or tuxedo bespoke tailored so that it perfectly complements your figure, is arguably an experience we’d all want to have (at least once). But what is it that lies beneath the experience, that we love so much?
Humans love products and services that have been customized precisely to our wants and needs – and the higher degree of personalization, the more valuable it is to us.
But there's a problem. With so many products and services having turned to eCommerce (Covid19 I’m looking at you!), the main question is ‘how do you drive personalization throughout the digital space?’.
In this, the first of a series of articles, I’ll take you through the initial steps of creating greater customer value through personalization – so people fall more in love with your brand.
What does personalization mean?
Gartner defines personalization as “a process that creates a relevant, individualized interaction between two parties designed to enhance the experience of the recipient.”
In other words, it’s how you adjust your organizational operations based on the information you learn about your customers. In this series, we’re aiming to discuss the different methods and strategies you can adopt, to create experiences that feel positively personalized – through all stages of the customer journey.
Market and customer research
When you first get measured for your bespoke clothing, what do you think they’re doing? They’re figuring out your ‘fit’. And that's exactly what you need to do when you’re personalizing online experiences for your customers. Research, research, research. It’s an obvious but important step, because it lays the foundation for the rest of your decision-making.
IMS Marketing suggests you should conduct various forms of market research – qualitative and quantitative – on exactly who your target market is and what they desire. Get to know your customers’ pain points, motivations and find out what value you can bring to them. But don’t stop there! Take it a step further. Also understand the niches within your audience, because there will always be differences (both between and within) your customers, and in knowing that information, you have a stronger chance of creating higher value for your customers.
Next step, is flexibility
Now that you understand your audience and their needs, it’s time to ensure you’re answering those needs – including those niches you uncovered. Being flexible will ultimately lead to better personalization and to do this properly, you must review your product and/or services through the customers’ eyes and walk in their shoes.
In fact, let’s walk in the shoes of luxury and step back in time for a bit. Horst Schulze, president of the Ritz-Carlton chain, didn't want hotel guests to hear the words “let me check with management” for any of their requests. Instead, Schulze gave each employee a $2,000 discretionary budget to be used on fulfilling any of those requests. Why was this so brilliant? Because it gave employees the autonomy and flexibility to treat guests as welcomed individuals, rather than simply a group of paying customers.
Now I’m not saying you need to fork up an extra $2,000 per client to be flexible. Being adaptable to changes means adjusting your processes, product and services just enough so that you and your customer both get your way. It’s all about creating a win-win scenario. Remember, you’re all on the same team and you want to help your customers achieve a common goal through your product offerings.
At Tiny, we adapt and construct our subscription plans to best suit our customers’ personal needs. There are three simple plans and if they don’t quite fit, we also offer custom pricing where our clients can chat with a Tiny expert and get a quote altered to their needs.
Staying relevant with product updates
Your body changes. Sometimes you grow a little taller, wider or even slim down a bit. When that happens, your outfit needs to be adjusted so you stay looking sharp. In the same way, when personalization is your mantra, organizations need to keep on top of the evolving needs of their clients. You need to regularly update your products to reflect those changes (both within your customers and the market) to make sure they’re feeling supported at every step.
As people and their lifestyles are constantly changing, tech organizations are constantly working on delivering updates and new features that match the needs of the market. In a study titled “The optimal pace of product updates”, more frequent product updates are associated with industries of high growth (like tech), and those that do not attend to customer needs, get left behind.
In our latest 5.8 release, we updated our popular PowerPaste feature so it better supports the delivery of clean-copy-paste results and we’ve extended that benefit to Google Docs users as well as MS Word lovers. We know a lot of people work between TinyMCE and text processors, so we continue to ensure their workflows are as seamless as possible.
Keen to know more?
This was the first article of the series on the fascinating area of digital personalization, so watch out for more. In future articles, we’ll be covering personalization with client communication, support and foreseeable future trends.