Sometimes many brands put a focus excessively on an extremist form of personalized communications in their pursuit of knowing their customer better (the ultimate objective of most of the advertising and marketing endeavours). They access an unwieldy amount of user information that makes customers perceive them as frightening creepy-crawlies.
It’s high time brands start considering personalization by building a friendly and honest relationship with their customers. When expecting a long-term ROI, a mindset, which brands and marketers should ideally imbibe, must have an eagerness to gradually learn about their customers’ background, passions, likes, dislikes, goals and ambitions. Brands should adhere to the latest innovative technologies like artificial intelligence and machine learning to conduct a comprehensive data analysis and to develop a congenial level of intimacy with their customers.
Few essential strategies, which brands can judiciously utilize to fabricate a meaningful and long-lasting relationship with their customers are as follows:
Know the communication profile of your customer
An all-new aspect of immense gravity and value that represents how you interact with your customer needs attention. With all the dimensions, you apply while getting to know your users, add a layer to it: the tone of communication with customers. Some people may prefer a strong and compelling approach to conversations, while others may have an inclination towards a mild and moderate form of communication. Two reasonably potential customers with identical purchasing behaviour or earnings may have different personalities, or temperaments. Therefore, it calls for appropriate manners in which their requirements can be addressed. Remember, your customers are human beings and have varied emotions. How you talk to them can be a key deciding factor towards harnessing amicable business relations.
Utilize the signals you derive from your customer
In recent times, users are increasingly deliberating over filling in their personal data protection and security settings. With the General Data Protection Regulation (GDPR) in place and more importantly, after the hugely despicable Facebook scandal, strict guidelines have been set to safeguard the collection and processing of personal data of individuals. Users also exhibit distinctive ways to communicate or interact on social media. Use that as a hint as well. Bring these signals from the users into play and contemplate using unique behaviour-oriented customer communication strategies.
Engage in a listening spree with your customer
Initial impressions about a person can be misjudged. This happens in every relation. Bridge this communication gap. Engage in a constructive dialogue. Derive novel ways to assess their responses and reactions to the strength of your communication. Use the customary trial and error method. Alternatively, you can create an elbow room for them to spontaneously choose their own style of correspondence.
The points mentioned above are feasible in today’s immaculately driven world of Artificial Intelligence. However, it needs to be ensured that the competence of AI is not unleashed on customers without any real foundation. Instead, it is to be applied to emulate exactly the way human minds interact. Marketers and brands, therefore, have ample opportunities to deploy these technologies and foster enhanced customer experience and large-scale trust building.
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