Personalizing the Customer Experience is a Marketing Focus for 2018

Many marketers are already personalizing the customer experience, but new research indicates that there is more of a need for them to go above and beyond using simple phrasing, such as “you” and “your.”

Widen recently conducted the “2018 Connectivity Report” to assess how marketers are enhancing customer relationships through personalization. About one-quarter of the respondents (28 percent) claimed that personalizing the customer experience is what their organization is most focused on in 2018.

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“Our interview participants indicated that a truly personal experience makes them feel important, special, listened to, and like ‘someone gets them,’” wrote the authors of the report.

To achieve their personalization goals, most marketers (72.72 percent) said that the use of data and analytics for smarter targeting is helping their cause. This was followed by having a dedicated team (66.67 percent) and marketing automation campaigns (57.58 percent).

Personalization Remains a Top Priority for Marketers

Previous research suggests that marketers have already made it a top priority to personalize the customer experience.

The Data and Marketing Association and the Winterberry Group recently surveyed customers for the “Elevating the Customer Experience” report, and their data revealed that 57 percent of marketers have made it a “top priority” to elevate the customer experience.

In addition, 38 percent of respondents claimed that it was at least “somewhat a priority” at their organization to elevate the customer experience.

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