3 AGILITY SECRETS YOUR COMPETITORS KNOW ABOUT PERSONALIZED BUSINESS

3 tactics for personalization
Your competitors are using 3 great tricks –personalization, customization, and/or targeted marketing– to get and keep customers.

I see trends in three broad categories of agile customer experience tricks companies use to be responsive to customers’ desires:
• Personalization, which adapts the relationship to the customer, adjusting the dialog between the business and the customer to streamline the customer experience
• Customization, which adapts the product or service to the customer’s specific needs
• Targeting and segmentation, which adjust marketing methods and messages for subsets of customers (segments or audiences)

In almost every case, your customers and prospective customers have alternatives to doing business with you. Competitors may be engaging customers in a very effective and personalized dialogue, or taking the opposite tack and offering a generic, no-frills experience. Competitors may be offering products or services that customers can customize to their needs. And they may be trawling for business with carefully targeted marketing campaigns.

Which of these tricks does your business use? Which agile customer experience tricks are your competitors using to strengthen their position, and weaken yours: personalization, customization, and/or targeted marketing?

Published by Sue Aldrich

As a leading authority on worldwide customer requirements, practices, technologies, and governance for personalization, Sue researches the technologies and practices that help marketers get the most useful content in front of customers at the right moment: recommendations, search, discovery, targeted marketing, and web content management. Aldrich is an expert on optimizing the methods that help customers find what they need to make buying decisions and/or to solve problems. She helps clients develop personalization, marketing, discovery, and content management practices that will engage customers and improve results.

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