The essential guide to marketing personalisation

Personalisation isn’t a nice-to-have. It’s a customer expectation and a business necessity, with 76% of customers frustrated by non-personalised experiences. In exchange for the data they share with you, they expect an enhanced and customised experience with hyper personalised content.

Failure to personalise your customer experience and the impact could be disastrous for your customer retention rate and your bottom line.

Tailoring your omnichannel customer experience is imperative. But how do you go about it? We explore the personalisation trend and share actionable steps you can take to build brand loyalty through personalisation.

What is personalisation and why is it important?

Personalisation is about meeting your customers where they are. You can personalise the entire customer experience by using the data you have about your customers, such as purchasing behaviour and demographics. This allows you to offer the products, services or support they need — when they need them — across your omnichannel marketing mix.

Customisation and personalisation, while seemingly similar, are actually two different things.

Customisation puts the power into the customer’s hand, allowing them to choose their preferences and customise the marketing they receive. Personalisation flips this concept on its head and is instead about the business understanding customer needs and tailoring the experience to match.

What impact would it have on your business if 78% of your customers told their families and friends about your product or service? Or if you could see a 5-15% increase in revenue? Or if 78% of your customers purchased from you again? These are just some of the benefits of personalisation in marketing.

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The impact of the personalisation trend

There’s no denying that the opportunities from personalisation are significant. But as with other customer engagement trends, it's not without its challenges.

One of the most significant of these challenges is data security, highlighted by recent large-scale cyber attacks.

Personalisation can’t come at the expense of data insecurity. When customers share their data, they do so with the expectation that it is held securely.

Businesses that use first-party data — that is, data voluntarily shared by customers — are a step ahead in this respect.

Customers today also expect personalisation to evolve over time. Rather than adopting a single set-and-forget strategy, the onus is on the business to increase the sophistication of their personalisation to meet customer expectations.

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The future of personalisation

Meaningful personalisation will move to a 1:1 omnichannel relationship as opposed to traditional audience segmentation.

At Pendula, that’s what we do. We ensure that the relevant customer data is captured and integrated effortlessly via Pendula's no code platform. This allows for powerful and personalised conversations across every touchpoint in your customer journey. Our no-code platform offers seamless automations and workflows that can be iterated on the go. That way, your team can focus on enhancing products, services and experiences.

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Let’s get personal

Personalisation is the future of marketing and customer experience. Whatever stage you’re at in your personalisation journey, talk to an expert at Pendula to start powering proactive, real-time conversations with your customers at those critical moments of truth.