7 Strategies to Deliver Personalized Customer Service
Personalization and quality customer service are two of the most prominent trends that have developed in the past decade.
Everywhere you look, there is personalized content: the ads you see on social media, your recommended videos on YouTube, even the emails you receive – all of it is tailored to your interests.
On the other hand, good customer service has become so important that customers have come to expect it. They want you to solve their problems quickly and offer them help when they need it.
When these two trends meet, you get the very peak of customer service. Treating each customer with respect, knowing their habits and history with your brand, and delivering them a good user experience where they feel valued.
In this article, we will cover some strategies that can help you deliver personalized customer service to your users and make sure their needs are met. Indirectly, these strategies will also help you build loyalty and trust, as good customer service strategies often do.
7 Strategies to Deliver Personalized Customer Service
- What is personalized customer service and why does it matter?
- 1. Use your customers’ names
- 2. Know their history
- 3. Collect data and use segmentation
- 4. Send them personalized messages
- 5. Reward loyal customers
- 6. Personalize your website
- 7. Humanize your brand
- Personalized customer service: conclusion
What is personalized customer service and why does it matter?
When people think about personalized customer service, they usually think about chats and calls when an agent called them by their first name.
While this is certainly a neat trick, there’s much more to personalization than that.
Personalized customer service means leveraging data about your customers to provide them with a unique experience. Their name is a part of that data, but so is their user history, demographics, purchasing habits, and several other factors that we’ll get to later.
If you use customer service personalization properly, your customers will feel more valued and appreciate your efforts.
Many studies have shown us just how much customers care about both customer service and personalization. More than 80% of people are ready to pay more just to get a better customer experience. The more expensive the product, the more they’re ready to pay!
Companies seem to agree that customer service is a trend worth investing in. Almost 90% of companies find that customer experience is the main field of competition in their business. That goes to show that investing in a good customer service strategy is not only a smart move for your business – it could even be necessary to keep up with your competition.
1. Use your customers’ names
Yes, we did mention that this is a “neat trick” just moments ago – but it’s a highly effective tactic that uses psychological mechanisms to “hack” your users’ brains.
For example, there is one interesting study that found that people like their names. In that study, participants were presented with a story. When the main character in the story had a name similar to theirs, they reported greater liking for him/her and were more to respond to a request for help than the participants in the control group.
We all remember this global campaign that was all the rage a few years ago:
There is a good reason behind its success: people like the idea of having a more personal connection with a brand, especially if the brand is famous and loved.
You can use this trick to tap into this mechanism and get closer to the customer. Even on the most basic level, it makes the user feel like they’re appreciated as a person, rather than just being treated like a ticket number.
2. Know their history
Imagine this scenario.
Your laptop is broken – it doesn’t play sound. You have a call with a customer service agent that guides you through troubleshooting: installing new drivers, checking your sound settings, plugging in your headphones, and of course, turning it off and on. You eventually solve it together – it turned out to be a sound card issue.
After a month or two, you get the same problem, but this time the same solution doesn’t help. So you call the number again and you get a new agent. Here comes the problem – the new agent seems to have no clue about your previous problem, so they start guiding you through all the same steps. You lose 20 minutes of your time just trying to explain what the issue was the last time and how you solved it.
If all of this seems too detailed, it’s because it happened to me. If something similar happened to you, I’m sure you know just how frustrating it is.
The lesson here is: not knowing your customer histories is one of the worst things you can do to your users. It can lose you a customer, leave your agents stressed, and significantly damage your reputation. Invest in a good CRM software that can help you keep track of previous customer issues.
3. Collect data and use segmentation
If you want to personalize anything, you have to know your audience in and out. This is personalization 101.
There are different ways to collect data from your users. You can conduct opinion polls to collect their feedback that will enable you to identify key trends and possible issues in your current customer service process. Similarly, you can track engagement on social media to see what your customers feel about your brand and find out if some issues keep popping up over and over again. You can also use social listening tools to the same effect.
Tracking your website and social media analytics are also great ways to learn more about your audience. For example, your Facebook and Instagram pages have a lot of data on your followers: their location (country and city), age, and sex. These two social media platforms will also show you which demographic is the most represented on your pages, like this:
By clicking on the “People” tab in Facebook insights, you’ll see which demographic your page tends to reach, as well as which demographic interacts with your content the most. In this case, we can see that men and women between the ages of 35 and 44 make up for nearly half of all the page’s fans. If we were to look at the same metrics for the Billie Eilish fan page, I suspect we would see much different numbers.
All of this can help you segment your target audience, which is a crucial step towards personalization.
Segmenting is nothing more than grouping people by different factors. You can group people by:
- Age. If you run tech e-commerce, you won’t communicate the same way with teenagers and the elderly. One of these two groups is highly familiar with your products – laptops, tablets, and Bluetooth speakers. The other one isn’t.
- Education and income. Educated individuals thoroughly analyze your offers and your agents’ behavior. They can also better at solving issues on their own.
- Purchase history. Is this a valuable customer that spends thousands of dollars annually on your products? If so, they require a different approach.
4. Send them personalized messages
Personalized customer interactions can happen anywhere – on social media, phone calls, and emails. It’s a good idea to engage your users from time to time to let them know how valuable they are to you and your brand.
You can do this by sending them personalized emails.
If we get back to our previous section, we can see that data is a very powerful thing. By collecting valuable information, you can leverage it and surprise your customers with messages so personal that they’re hard to ignore.
With Hyperise, you can take personalization to the next level and even include personalized images in your emails. So, for example, you can include an image like this into your emails:
By personalizing the image with your user’s name, you can achieve a dramatic effect and grab their attention instantly! Offering people personalized discounts based on their purchase histories, combined with a personalized image can yield great results. It can increase your clickthrough rates by up to 14 times.
If you run a location-specific business, you can take this even further and include your customer’s location in your email. Let’s say you’re opening a new store nearby. You can send your customers an email with an image like this one:
Their location would be pinned in the middle, delivering personalized service and showing you care about them on an individual level.
This is just the beginning – you can personalize your images in many ways, all of which are guaranteed to at list elicit a reaction from your users. Sign up for a free trial of Hyperise now and learn how you can impress your customers with great content!
5. Reward loyal customers
Another great way to impress your customers is to reward them for loyalty.
If a user really likes your brand and buys your products regularly, you can bet that they would love to learn that that love is reciprocated.
You can track purchase habits and use customer histories to make these decisions. Simply set a cap and decide that each customer that spends an X amount of dollars per year gets a 20% discount or a free product for their next purchase. Combine this with a personalized “thank you” message, and you’ll have a satisfied, loyal customer that feels valued.
6. Personalize your website
One of the most important personalized customer interactions is their experience when using your website.
When you think about it, many websites already use this technique. Netflix personalizes all your content, so your Netflix homepage is very different from mine. The same goes for YouTube and even Amazon, which displays products based on your shopping and search histories. Most websites that offer courses also show courses that you’re likely to enjoy, based on your completed lessons.
You can take this one step further and personalize your website so that users get to enjoy dynamic images, text, and CTA’s that are tailored to them specifically. On Hyperise, this works with all the most popular website building tools, like WordPress, Wix, Shopify, etc.
7. Humanize your brand
Finally, here’s a small tip that can go a long way towards building stronger relationships with your existing customers and personalizing customer service.
Try to personalize your brand as much as you can. Instead of being cold and calculated, give your customer service agents more freedom to be direct and approachable. That means no complicated answers, no complicated expressions – the communication with your customers needs to be as human as possible.
Here are some things you can do.
- Names and profile pictures. If your website/app allows it, make sure all of your customer service agents have their names and profile pictures displayed. This will make the customers feel like they’re talking to a human being rather than a brand.
- Use informal language. Most brands (even the serious ones) can benefit from keeping their messaging more down-to-earth and informal. The customer service experience should be easy and relaxed, not constrained by formal language. You don’t want your customers thinking about their word choices for 10 minutes before sending a message to your website live chat.
- Use emojis. Unless the issue is serious and the customer is visibly annoyed, encourage your agents to use emojis in their emails and messages. It may sound silly but they do a lot for the overall tone of the conversation and they help keep things light and friendly.
Personalized customer service: conclusion
Achieving perfection in the personalized customer service arena requires time and patience, but you’ll get there!
It all starts with getting a better understanding of your users, their habits, and their common issues. From there, you need to work on your messaging and the overall customer service approach of your agents.