In this video, we will cover how personalization impacts your customer experience index.
Let’s start by breaking it down to sections.
First, what is personalization?
Let’s define it!
Personalization can be defined as doing or creating something to meet someone’s individual needs.
When it comes to your company’s website, personalization is the process of creating an entirely bespoke experience for each individual user.
In a business to business context, each user = each business that visits your site.
After all, it’s important to treat businesses just as uniquely as you’d treat individual customers.
Website personalization can include aspects such as:
● A personalized welcome message for the user
● The content or products that are most relevant to the visitor being moved to the top of the web page
● A change in the imagery and language used to match the user’s profile so it will better resonate with them or their company
● Showcasing testimonials or reviews relevant to the product the user is interested in
Essentially, it’s the combination of features that make the web visit bespoke to the user!
Next, what is your Customer Experience Index?
The Customer Experience Index was created by Forrester.
Forrester is an influential research and advisory firm, which works to develop ‘customer-obsessed’ strategies that drive growth.
The CX Index provides a yearly benchmark of customer experience quality, based on a consumer survey for data.
It measures components that directly relate to sustaining loyalty. These include:
● Whether or not needs were met
● Whether the experience was enjoyable
● And, how easy the interaction was
Companies will achieve an overall score.
The score your company achieves helps you measure the success of your customer experience.
This way, you’ll gain an insight into how customers feel about the experience they had with your brand.
The inclusion of an industry benchmark enables companies to compare where they might be doing better or worse than their competitors.
This means they’ll know where to focus on improving, and where to focus budgets!
It’s a great measure to know and understand because, according to Forrester, brands that really excel in customer experience tend to increase revenue at twice the rate of brands that don’t!
Got it? Great!
Now, how does personalization impact your CX index?
Personalization has a positive effect on consumers.
In fact, according to research conducted by Segment:
● 44% of consumers will likely become a repeat consumer because of a personalized shopping experience
● 39% would likely tell their friends or family about a personalized shopping experience
● 32% would likely leave a good review
● And, 22% would likely post a positive comment on social media
So, if personalization has such a great effect on consumers, this would likely be reflected in their answers to those initial questions.
Let’s think about how personalization might be able to positively impact those CX Index areas we talked about.
● Firstly, were their needs met?
Of course, it depends what they’re looking for.
But, personalization means that the user will instantly be more engaged, so it’s much more likely customers’ needs are being met.
By tailoring the products, reviews, messages and images they see, what they are looking for could be placed right in front of them.
● Was the experience enjoyable?
This works best by asking yourself a question.
When you’re online, what experiences are more enjoyable for you?
Is it seeing a standard website that doesn’t engage or interest you by tailoring its appearance to your tastes?
Or is it being welcomed, by name, to a site that speaks to you directly, and presents an array or content that data suggests will really interest you?
We think you know the answer to that one!
● Finally, how easy was the interaction?
Personalization offers products that match what you’re looking for, shows you content that interests you, and takes you on a straight-forward and well sign-posted user journey.
It also knows who the customer is, helping save crucial time spent inputting data.
It makes the online experience easier than ever.
So, it’s clear that by personalizing your website experience, you’ll be able to improve your overall customer experience.
And, in turn, your Customer Experience Index will vastly improve.
Personalization software, like Webeo, is changing the face of website personalization for the B2B sector as we know it.
If your B2B website could use a boost with tailored, bespoke content for your potential customers, you can find out more via the link below.
I hope you found this video helpful. Please feel free to comment below the video should you have any questions or requests for future content, and one of the team will get back to you.
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