The benefits of personalization are often discussed, but in this video, Josías delves into the consequences of not using personalization in customer experience (CX), touchpoints, and messages to engage with your audience (customers, employees, students, investors, etc.) throughout their journey.
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Research indicates that there are three detrimental outcomes when organizations fail to personalize the customer experience:
1) Your audience's attention wanes, resulting in diminished effectiveness of your communication and marketing efforts. This leads to increased costs in trying to connect with them.
2) Your audience stops recommending your products, services, or organization to others, making it hard to attract new customers cost-effectively.
3) Your audience shifts their loyalty to other brands. Keep in mind that acquiring new customers is a more costly endeavor compared to retaining existing ones.
To avoid these results, Pirsonal's CEO advises three important steps for any organization and team to improve audience engagement.
1) Always consider your audience's context.
2) Take into account your audience's goals, objectives, key performance indicators, and metrics. This applies to both B2B and B2C scenarios.
3) Consider your organization's and team's goals in your strategies and initiatives. Don't just replicate what competitors are doing. Use personalization strategically to better serve your audience and engage with them effectively.
Use these principles when re-defining your audience engagement strategy, for instance when creating personalized videos to boost engagement.
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