The technology of today has really changed how the world works and how consumers interact with the brands they enjoy. Customers are smarter, and less driven by mass media and advertisements. They are really doing their research before obtaining any product or service.
Consumers become loyal to brands that they can trust. They interact with these brands using different platforms, with social media being one of the most popular platforms utilized today. The reason for this is the fact that social media offers real-time, one-on-one, personal interaction with brands. This is what customers are demanding nowadays.Industries need to become more personal in their interaction with their customers if they want to keep them. People enjoy feeling special… no matter where they go, they want to be treated with importance.
Also, consumers of today need information that’s personal and relevant to them. They are tired of mass media that doesn’t filter out the “noise.” This is why TV is slowly becoming obsolete. With the explosion of the Internet and personalized mobile experience, people now enjoy “TV everywhere” and don’t have to wade through different channels and commercials in order to watch the show they want.
What does this mean for industries and brands? Well, they need to start thinking how to personalize their offers, and only give customers what’s relevant to them. Brands really need to understand the values of their consumers, so that they can really personalize each customer’s experience.
When you offer your audience a more personal experience with your brand, it really helps build loyalty and trust. The “one size fits all” doesn’t go well with people anymore… industries have to adapt using the current technology to deliver a more customized experience to their customers.
The hotel industry, for example, can offer a more personalized hotel stay for people. Customers can be given more control over what services and amenities are included in their stay, so that they only pay for what they like and require, and not have to pay for extra things that they don’t really need. With better and more personalized choices, customers can really have an excellent experience in their hotel stay, encouraging them to book the same hotel the next time around.
Any industry can really gain a huge advantage by offering personalized products and services to customers. This is what consumers want today, and the technology has made it easier for them to get it. Brands really need to adapt if they want to continue enjoying the trust and loyalty they have gotten from their consumers.
Of course, industries should be careful not to “over-personalize” as this can be extremely intrusive. Also, they should remember to always ask their customer’s permission before making an offer. With spam rampant nowadays, you really need to make sure that what you send through email, SMS, or other media is something that your customers have really opted in for, not something that they randomly received.
Truly, the challenge for brands is to strike a healthy balance of personalization and relevance. The key here is to first understand your customer’s values, their needs and wants. Once you do, you can then offer them a customized experience of your product or service that they can really enjoy.