Brands weave stronger customer bonds by leveraging past behavior to contextualise experiences

financialexpress.com:

By Raviteja Dodda

When it comes to making successful brand-customer connections, and every customer experience counts, it’s only purposeful personalization that comes out as a top prerequisite. Generic personalization is now outdated, and brands must rise above mundane messages to connect and engage deeply with customers. Addressing customers by their first names doesn’t really foster long-term loyalty for brands. To put it simply, generic personalization is like attending a party where the host greets every guest with the same rehearsed greeting. It lacks the individual attention and warmth that makes guests feel truly welcomed and valued.  

Personalization is an essential capability that punches above its weight, irrespective of whether a company is a digital native or a primarily brick-and-mortar player. In fact, customers today don’t just wish for personalization; they demand it. And with a surge in brands and apps from across the globe within the palm of their hands, customers’ loyalty furiously vacillates between yes and no. So, it’s all the more essential for brands to get the communication right every time and send messages with striking and relevant content. Hyper-personalized messages not only resonate better with lapsed and current customers, but also with potential ones. This involves driving personalized communications through the customers’ preferred channels. 

Implementing insights-led engagement platforms can help brands yield highly engaged customers. These are extremely powerful tools that provide brands with the capability to identify customer needs and interests in real time. 

Using such platforms can bring brands closer to their target audience by pushing out real-time product updates, promotions,