What’s the difference?
Customization is the ability to change a product, while personalization is the ability to offer something based on customer preferences. The first thing that comes to mind when it comes to customization is usually Coca-Cola’s “Share a Coke” campaign, where customers could purchase a Coca-Cola bottle with their own name printed on it. This campaign was revolutionary at the time and set a new standard for what customers can expect from companies. But what about personalization?
Personalization is an integral part of our lives now, and people expect it from companies. In fact, according to research by Salesforce, 81% of consumers want brands to get to know them and understand when they need something.
But how do you implement these? How do you create a high-quality experience for your customers that will leave them wanting more? The answer is simple: through data! Your customers are telling you what they like and don’t like every time they interact with your business. So listen! Use this data to deliver personalized experiences across all channels – email, social media, website, etc. – and meet your customers’ needs.
Here are some examples of customization and personalization that you should already be implementing in your business.
Customization
Advertising: allowing your customers to select what types of communication they receive (email, text, phone call, regular mail, etc.) and how often will help ensure that you are communicating with them exactly when and how they like to be contacted.
Products: providing more options like different sizing, color and the ability to add logos or custom messaging helps customers feel like their getting something unique. You probably already do this, but perhaps this is a sign to breathe new life into your product customization capabilities.
Personalization
Advertising: many marketing platforms allow you to add customer names to make your communications more personal. People respond more favorably when an email starts with “Hi Linda,” rather than, “Dear Valued Customer.”
Products: Serve up personalized product suggestions by reviewing your customer’s purchasing history. Help them save on shipping by ordering in bulk or see what they order more or less of seasonally to maintain their stock.
One final thought, most customers want to feel appreciated and recognized, so whatever personalization or customization you implement can enhance customer experience and ultimately drive sales and increase customer retention.