Using personalization to create a better customer experience
Apple is the most obvious example of how a better customer experience results in sales. In their case, the quality of the experience goes from the phone all the way to the Apple store. When it comes to online customer experience, the benefits to the bottom line are no different. One of the easiest ways to improve the customer experience is by personalization. In fact, personalized experiences show a dramatic increase in sales. A study by Digital Trends showed that 73% of customers would rather buy from businesses who personalize their experience.
Here are a few ways of personalizing the product or experience:
Nobody is better at this than Amazon.com. As soon as you return to the website, the home page shows items related to what you last bought and recommendations based on recent products you searched for.
Another good method of personalizing the company is to show your employees. Visitors like to see the people behind the products and services they use. Companies with even as many as a 100 employees have creative methods of showing staff in their about pages.
Netflix practices this to great effect. They use all the viewing data to generate very specific recommendations. In addition, they now use this data to create shows and then recommend those shows. 45% of online shoppers are more likely to shop on a site that offers personalized recommendations