Modern Marketing Today
  • About
  • B2B
  • B2G
  • B2C
Subscribe
No Result
View All Result
  • Digital Transformation
  • Customer Journey
  • The Experts
  • Martech Innovation
  • Events
    • Dreamforce 2019
    • 2019 Sitecore Symposium
    • Modern Customer Experience
  • Resources
Modern Marketing Today
  • Digital Transformation
  • Customer Journey
  • The Experts
  • Martech Innovation
  • Events
    • Dreamforce 2019
    • 2019 Sitecore Symposium
    • Modern Customer Experience
  • Resources
No Result
View All Result
Modern Marketing Today
No Result
View All Result
Home B2C

Building Relationships and Trust with Customers Through Personalization

by Kat Samiljan
May 18, 2022
in B2C, Customer Journey
Reading Time: 4 mins read
A A
building relationships
Share on FacebookShare on Twitter

Personalization is a familiar topic for customer-centric businesses today; it is a concept that has been increasingly discussed regarding building customer relationships, fostering trust with customers, and improving the overall customer experience. Post-pandemic, personalization is taking on an even bigger role. Jill Grozalsky Roberson, Director, DX Product Marketing & Evangelism for Sitecore, specializes in helping brands integrate personalization and offered some observations and insight into why personalization is so important for today’s consumers and how businesses can implement personalization in their own practices.

“Foundationally, really the role of personalization is building relationships and building trust,” Grozalsky Roberson explained. Personalization demonstrates to consumers that a brand understands and respects them fundamentally and cares enough to personalize the customer journey. In a world full of information, products, and constant marketing, customers feel a sense of respect and value when a brand tailors appropriate information to their individual interests and doesn’t make them dig through their website, emails, or catalog to find what’s relevant to them. Grozalsky Roberson continued, “when brands focus on building that relationship through personalization and personalized content, they increase the lifetime customer value for every customer with that brand over time.” This lifetime customer value can come in the form of a onetime upsell, increased visits to a storefront or online retailer, and even more purchases over time. 

A recent example of personalization done right comes from the UPMC, which decided to personalize the information being shared about COVID-19 on its website. The UPMC network includes hospitals in Pennsylvania, Maryland, and New York, as well as abroad in Ireland and Italy. Using feedback and insight on community members’ comfort and experience with COVID-19, the healthcare facility decided to tailor content on their website. Although the basic information presented was the same to each visitor, the way it was presented was different. Using a red, yellow, green classification scale for individuals, UPMC successfully personalized the experience based on a number of factors including risk and comfortability so that every person seeking information received it in a way that was most beneficial to them.  

Demonstrating to consumers that a brand understands their needs is done by putting all data points to work. If this information is collected and analyzed properly, it can show brands incredible insight into their customers. Grozalsky Roberson recommends that brands don’t wait for more substantial and involved data to begin adding personalization. She shared that “being able to start with personalization while you’re still figuring out some of that data strategy is definitely helpful because you don’t want to waste time.” For example, anonymous data, like how many pages someone has accessed in a session or their locations, can give you the backbone to start making the adjustments that show you know your customers.  Grozalsky Roberson also emphasized the importance of investing in a strong CDP (customer data platform) to ensure that the data is not only collected but is also accessible across the organization. After all, data is meaningless if it is not available and utilized. 

In today’s world, personalization is essential for brands to deliver moments that matter because it helps foster relationships and builds trust with customers. That feeling of being known, understood and recognized by a brand (similar to your local coffee shop knowing your order), helps differentiate brands and is increasingly becoming a factor in the buying process. The best news for brands is that it’s easy to get started with anonymous data to understand your customers’ biggest concerns and needs, and then to progressively profile and deepen the personalization prowess. 

To learn more about how to embrace personalization for improved customer experience, click here.

Tags: CDPcustomer experiencecustomer journeypersonalizationSitecore
Advertisement Banner

RELATED POSTS

Contributed Articles

How to Measure Consumer Attitudes: The Importance of Adaptive Marketing

August 29, 2022
Contributed Articles

Develop a Media Mix That Marketers Are Looking for to Drive Results

August 1, 2022
Improving Customer Experience
B2C

Brands Improving Customer Experience with Omnichannel Personalization

May 3, 2022

TRENDING NOW

  • a hand is used to identify target audiences by circling a group of people

    Brands Identify Target Audiences with AI Tools to Create Personalized, Relevant Campaigns

    550 shares
    Share 220 Tweet 138
  • Successful Public Relations Strategies

    499 shares
    Share 200 Tweet 125
  • How Customer Trends are Shaping the Automotive Industry

    835 shares
    Share 334 Tweet 209
  • How to Measure Consumer Attitudes: The Importance of Adaptive Marketing

    544 shares
    Share 218 Tweet 136
  • 7 Secrets for Mastering TikTok Marketing

    496 shares
    Share 198 Tweet 124

CONNECT WITH US

BECOME AN INSIDER

Get Modern Marketing Today news and updates in your inbox.

Strategic Communications Group is a digital media company that helps business-to-business marketers drive customer demand through content marketing, content syndication, and lead identification.

Related Communities

Financial Technology Today
Future Healthcare Today
Government Technology Insider
Retail Technology Insider
Today’s Modern Educator

Quick Links

  • Home
  • About
  • Contact Us

Become a Sponsor

Modern Marketing Today offers content and advertising sponsorships to leading technology solution and service providers. Interested in becoming a sponsor? Contact us!

© 2023 Strategic Communications Group, Inc.
Privacy Policy      |      Terms of Service

No Result
View All Result
  • Home
  • About Modern Marketing Today
  • B2B
  • B2G
  • B2C
  • Categories
    • Digital Transformation
    • Customer Journey
    • The Experts
    • Martech Innovation
    • Events
  • Contact Us