Contextual Individualization: The Forward Stage Of Customer's Experience and Engagement

The future stage of personalized customer experience is supposed to be "Contextual Individualization" of Customer Experiences. Meaning getting more closer to target customers' emotional, mental, psychological, and rational needs. I believe, if the two persons are using the same product/service/system even in a similar or specific given context, they would have different "Experiences" with the same product/service/system. In reality, individual journey experiences are completely dependent on the state of mind, abilities, conditions, mood, and the kind of situation/contexts people are going through. The brands/businesses will have to ensure utilization of robust and relevant data technologies and a specific mechanism to grab deeper behavioral data of individual customers leading to more traffic, positive decision making, and recurring revenue per individual customer.

Today, businesses and brands sustain or scale based on the customer meaningful and memorable experience they’re able to deliver across all channels and touchpoints. Moreover, it is all about how tightly the customers are engaged with the business or brands products and services rationally, and emotionally to avail themselves the tailored experiences and need fulfilments with them.

Contextual Individualization of Customer Experience, is all about deeply involving and engaging within the targeted customer segment at an individual level, recognizing their contextually unique needs, preferences, conditions, and habits are not being archetypal of others in that particular customer segment, to be able to perceive and experience specific product/services; and and Ecosystems. Individualization of customer's experiences is far beyond generalizing the targets or personifying the targets. Simply, It is as good as practically perceiving customers as “Human”.

Approaching Contextual Individualization An Elevated View:

Implementing contextual individualization needs apt understating and application of people(customer) choice theory, (customer) decision making theory/process, stages of human(customer) satisfaction and experiences; and Maslow’s hierarchy of needs.

In the customer engagement context, Contextual Individualization involves a single view of individual customer’s interactive experience, conditional complexities, and their fail areas across all channels, touchpoints, and business functions. In the end, the businesses and brand require to build a solid bonding and exclusive trust with the individual target customer. Reaching customers on that level means collecting individual data – and achieving close personalization with the customer. There is a need for robust data technologies to be implemented across individual customers' social, physical, and digital channels or touchpoints as a constant shadowing without distracting customers in their day-to-day life. If the brand/businesses implement the individualization strategy along with solid data technology as a part of their customer experience efforts, they will certainly be able to capitalize more on net revenue per customer, loyalty, repeat purchase, word of mouth, and competitive growth.

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