Imagine checking your email and finding a tailored offer from your favourite online retailer, recommending a product that perfectly matches your styleābefore you even start browsing. Itās the kind of thoughtful, personalised touch that makes you feel understood and valued, ensuring you return time and again. Customers today crave this level of connection from brands, expecting interactions that reflect their unique preferences and needs.
Delivering that āmade for meā experience to thousands, or even millions, of customers is a complex challenge. Yet, with the right strategies, tools, and mindset, itās entirely within reach. Letās explore how you can make every customer feel like a VIP.
Todayās customers donāt just want personalisationāthey demand it. Whether itās a tailored recommendation from their favourite retailer or a proactive alert from their bank, they expect experiences that feel designed for them. A 2024 KPMG report found that personalisation is the biggest driver of customer loyalty, contributing to 23% of loyalty metrics. Similarly, PwCās research reveals that 73% of customers view customer experience (CX)āheavily influenced by personalisationāas a key factor in their purchasing decisions.
What does personalisation look like in practice? Itās about delivering tailored:
PwCās customer loyalty survey highlights what customers value most in personalised experiences:
Personalisation isnāt just a bonusāitās critical for loyalty. While only 8% of consumers said personalisation alone drives repeat purchases, poor or inconsistent experiences can quickly erode trust. A striking 55% of consumers would abandon a brand after several negative experiences, and 32% would leave due to inconsistency. Proactive personalisationāsuch as a telecom provider offering a tailored data plan before a customer incurs overage chargesācan prevent these pain points and keep customers delighted.
Personalisation at scale involves analysing reliable customer dataāsuch as purchase histories, online interactions, and customer service touchpointsāto deliver highly relevant, individualised experiences across multiple channels. However, several obstacles can make this difficult:
Itās important to keep these three best practice steps in mind when looking to scale your personalisation goals.
Implement a customer engagement platform that unifies data from multiple sourcesāCRM, contact centre systems, billing records, browsing history, and moreāinto a single, comprehensive customer profile. Unlike traditional customer data platforms (CDPs), which often focus on segmenting data and struggle with offline channels like voice interactions, a robust platform ensures a holistic view of each customer.
For example, if a customer tweets about a billing issue, visits the FAQ page, and then calls the contact centre, a unified profile allows the agent to understand the full context and resolve the issue quickly, without the customer repeating their story.
Data alone isnāt enoughāyou need a system to make it actionable. A customer journey management (CJM) system uses real-time data to personalise every touchpoint at an individual level. It orchestrates communications across channels and departments, delivering the right message at the right time. For instance, a CJM can trigger appointment reminders, fraud alerts, or service outage notifications tailored to the customerās preferred channel, ensuring a seamless experience.
Use journey analytics to identify key moments in the customer journeyāboth those that delight and those that lead to churn. Focus on personalisation efforts that drive measurable results, such as:
Equip your customer-facing teams with AI tools that provide real-time, actionable insights to enhance personalisation. AI can analyse customer interactions on the fly, offering agents or marketers suggestions for next-best actions, such as recommending a specific offer or resolving an issue proactively. For example, during a support call, AI might prompt an agent to offer a loyalty discount to a long-term customer showing signs of frustration, turning a negative experience into a positive one. This not only improves efficiency but also ensures every interaction feels tailored and meaningful.
When done right, personalisation at scale uses data and analytics to create meaningful, individualised experiences. Here are some examples:
To ensure your personalisation efforts hit the mark, track, refine, and expand your strategies.
Delivering personalised customer experiences at scale doesnāt have to be overwhelming. Pendulaās customer engagement platform makes it simple to unify data, activate insights, and orchestrate seamless, individualised journeys across every channel.
With Pendula, you can:
Whether itās sending proactive outage alerts, personalised loyalty offers, or streamlined support, Pendula empowers brands to make every customer feel like a VIP. Ready to transform your CX? Discover how Pendula can help.