End-to-End Personalisation – Improving the Customer Experience

Posted on Wednesday, June 19, 2019

Adam Boddy

Personalised customer experiences are becoming an increasing priority for brands. How do marketers implement end-to-end personalisation in ways that increase engagement and drive value? And how big of a difference can keeping things personal really make? 

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It’s that feeling when the person behind the counter at your local shop knows your name. Or, even better, when they’ve remembered what you like and have picked out a new product just for you. 

These are the kind of personalised experiences that improve the way customers engage with brands and companies. In today’s digital-led world, it is becoming increasingly clear that extending this thinking to online customer experiences is an effective route to brand success.

Everyone wants to deliver personalised experiences to their audience. But many brands and marketers do not really know what this means or how to achieve it.

Getting past the basics

Gone are the days when a simple template email would do the job of ‘personalising’ the customer experience. Research suggests that basic forms of personalisation fail to engage consumers in any real way. For example, only 8% of consumers surveyed by Pure360 said that they would be encouraged to engage with a retail brand that addressed them by their first name. Yet 74% of consumers surveyed by Loyalty 360 expressed some level of frustration when their shopping experience was perceived as impersonal. This highlights the need for better end-to-end personalisation that is more attuned to the specific experiences individual consumers are after.

The good news is that, with so much data available, marketers can use the information they have on customers to effectively personalise and improve user experience from end to end.

What does good personalisation look like?

The key to effective personalisation is to be aware of what your audience wants. Given the amount of information customers willingly share with brands, they expect a few things in return.

Your audience wants to be recognised across channels and have their preferences remembered over time. They want seamless interactions that can be continued across devices, and they want to know that they can interact with companies round the clock. Customers expect the businesses they trust to pay attention to their activities and make recommendations that are relevant to them. For the user, a personalised experience is a positive experience.

Although this list of customer demands is developing rapidly, paying attention to the core tenets of personalisation will continue to prove useful for marketers. Good personalised content is specific to every user, relevant to their interests and activities, and customised to their interactions with you.

Does personalisation make a difference?

Yes! By using existing data to tailor and improve the customer experience, brands can yield real results. 49% of shoppers have purchased a product that they did not initially intend to buy after receiving a personalised recommendation from a brand. A Hubspot study that analysed 330,000 calls to action (CTAs) over a six-month period found that personalised CTAs converted 202% better than default versions.

Personalising experiences from end-to-end

For marketers, the benefits of end-to-end personalisation are obvious. If you have a list of ‘must-win’ accounts, offering them the VIP treatment with highly-targeted, contextual content from the moment they arrive at your site will increase the likelihood of conversion.

Another key benefit of end-to-end personalisation is its ability to promote a long-term relationship between brand and client/customer. Offering effectively personalised experiences creates a cycle of positive interactions over time. Within this cycle, the user entrusts a brand with information, the brand uses that information to improve user experience, and the satisfied user continues to trust the brand.

Building this long-term relationship through personalisation increases loyalty and trust in your brand, turning one-time customers into repeat buyers. That’s why, in a survey of over 200 digital marketers, 96% of respondents agreed that personalisation was able to advance customer relationships - with 88% saying personalisation helped achieve a measurable lift in business results. (Source)

Here at Miramar our experience-led team are experts at generating inbound and outbound leads, with average-beating clicks, impressions and conversions. We’ll advise you on the best tactics to use, then create, execute and manage the campaign. Get in touch to see how we can help. 

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