Salesforce’s third edition of the State of the Connected Consumer report found that 64% of customers expect tailored engagement based on past interactions, but 52% of customers say companies are generally impersonal. Generic experiences fall flat when compared to experiences like those. With all the content that’s out there competing for viewers’ attention, platforms sift through it all to make recommendations for each subscriber, saving them time and improving satisfaction with the services.Įven if you don’t use Spotify and Netflix regularly, you can probably still appreciate that personalization is essential to a modern customer experience. The same can be said for watching TV shows and movies through Netflix. Users have come to rely on the personalized playlists that Spotify curates for them based on a careful observation of what they’ve listened to before. But at the broadest level, personalization is important because in today’s world, people have come to expect personalization.įor instance, many people use a music streaming service like Spotify every day. It can increase engagement, drive conversions, foster loyalty, and improve a number of other KPIs. There are many reasons why an organization may choose to personalize. Often when you sign up to join a company’s email list (or when you attempt to unsubscribe), companies offer you the option to modify your preferences to dictate how often you’d like to receive emails (daily, weekly, etc.). personalization, let’s consider email frequency. This way, you can find those products more quickly without needing to scroll through pages of irrelevant gold or white decor first. For example, if you regularly shop and purchase home decor in black and brushed nickel, it might display those items toward the top of the list. Instead, the site could sort the products on the page and list those at the top that meet the preferences you’ve demonstrated by your behavior.
You are intentionally customizing the products you see on that page to help you find what you’re looking for more quickly.īut a site could deliver a similar result - helping you find the product that best meets your needs - without requiring you to take any action yourself.
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