How can you personalize the customer journey for each individual?

Personalization is important because it is an extremely cost effective way for the business to utilise simple customer data points to create an entirely unique and valuable customer experience. Whether your customer knows it or not, when they subconsciously evaluate the value of your service, the quality of service experience they received, and how valuable you make them feel plays deeply into their evaluation. Just like an algorithm tailored to you keep you scrolling, a customer experience tailored to you through personalisation keeps you walking in the door! So why is personalisation important? Because by making the service all about the customer you can differentiate your product and provide something truly unique.

Personalization is important when reaching out to new customers or connecting with clients. However, sometimes personalization can be considered fake because it can show you didn't do your homework. Be careful of generalizing positions or industries. Understand who you are talking to. Do effective research. And like I've said before, listen.

Great list of data sources BUT get creative with data sourcing and also analysis. What does every company publish? Their annual report. Enterprise business layout huge amounts of data about their business from strategy, financials, challenges, market dynamics, the list goes on. Generative AI makes it a trivial task to analyse an annual report, identify areas where your business can, create a personalised email sequence, create a personalise landing page. So my tip - get personal - look for data that isn’t the norm - build a truly personal compelling message and content. From annual report to highly personalised content in minutes.

True personalization goes beyond just using a mail merge field of a user's first name and company. It is understanding what makes them tick and providing content accordingly. Now, for small to medium sized businesses - is tough because it usually takes a lot of expensive software to do it effectively. But it doesn't have to be. I'd recommend using the grouping/segment function of most email providers and splitting up your audience into clusters. Headcount, revenue and industry will impact the problems of the individual. Let's say you're targeting marketing directors - a marketing director in a 20 person business around 10 million in revenue will resonate with a different type of content to large enterprise staff. Tailor accordingly.

It is important to analyze conversion rates at various touchpoints in the customer journey. A personalized experience often leads to higher conversion rates as customers feel more engaged and valued. A good way to do this is to conduct customer feedback surveys. This way you can see their perception of personalization regarding the relevance of your content, recommendations, and overall experience.