Organizations have forgotten what real personalization is. As demand for unique, customer-focused experiences grows, teams have turned to technology, loyalty programs and campaigns. But in doing so, they often fail to deliver relevant marketing messages and meaningful brand interactions.
Ironically, personalization capabilities have exploded. We have more valuable and accessible data than ever before. But many organizations have only used this data to streamline old tactics. Ten years ago, a postcard with your name in the greeting was a big deal. But over the last two years, my son has received a mountain of intricate, colorful college pamphlets with his name at the top, some even with his name on the stadium scoreboard, and few made an impact.
It’s time to put the person back in personalization. Yes, tools and technology scaled our ability to add hollow individual touches to campaign materials or target people based on their tracked stats. But this level of boilerplated individualized attention has become the norm. It fails to build a relationship because there’s no human behind it. If brands want to create lasting bonds, they need to create experiences that allow customers to engage with someone.
Personalization in action
REI is the first brand that comes to mind when I think about good customer service. I love everything about them. When you walk into their store, you notice employees across departments asking customers, “Anything I can help you find?” This is pretty standard. But where their employees raise the bar is by following it up with, “What are you trying to do?”
It’s not because they’re nosy or trying to get their foot in the door to sell you something you don’t need. It’s because everyone there is an expert. I experienced this expertise firsthand before a trip to Japan in 2019. I needed new hiking poles and learned online that I should be sized for them. When I went to that section of the store, the associate didn’t ask how much I was willing to spend or which brand I wanted. The conversation went like this:
“So where are you going?”
“Kumano Kodō.”
“I’ll be right back.”
They returned with a different employee who had gone on the pilgrimage months earlier. We proceeded to trade plans and tips. Real, human interactions like these put the person back in personalization. So many organizations set out to run a customer-centric campaign by broadstroking groups of people based on revenue and KPIs. To me, that’s shortsighted. It’s another example of how technology has clouded data’s original mission to help us better understand our customers and create deep, rich relationships.
While my REI experience might seem like a one-off with a few passionate employees, it’s not. REI sets employees up for interactions like these by investing and believing in them, empowering them to be their full selves and connect with customers. It’s why their products cost a little extra. And it’s why REI is the only outdoor retailer I’ll shop with.
Brands across industries should strive for memorable customer interactions like this. But to do it, they need to provide employees with the freedom and tools to build relationships while going the extra mile to create touchpoints that leave an impression.
How to drive truly personal experiences
Some believe that a well-developed brand is a personality in itself. But only living, breathing humans can deliver truly personal experiences. Organizations need to encourage and equip their people to trust their guts and make connections wherever possible. Here’s how to start:
1. Empower employees
Organizations need to empower their people to bring their whole selves to the customer experience. Associates should be encouraged and equipped to make connections through curiosity and solve problems however they can. Even if they can’t deliver what the customer needs, employees should have enough knowledge to direct them to a different department or even a different organization.
A one-time training event doesn’t produce this level of service. It has to be a fundamental value that enables everyone in the organization to trust their gut and do what’s right.
Attracting the right people is key. Zappos, for example, used to pay people to quit after onboarding to gauge their commitment. I’m not endorsing tricking employees, or alleging that money doesn’t matter. But the spirit of this practice builds purpose-driven orgs — those that know which problems they solve and whose people care about adding value. Purpose-driven teams have a better understanding of how they can create personalized, authentic customer moments.
2. Find every human touchpoint
Every opportunity to add a personal touch is a big one. I used to shop at this awesome online photography shop, Photojojo (sadly no longer in business). Whenever I bought an item, I received a card signed by a team member talking about the product and how much they thought I’d like it.
Successful Etsy sellers often tuck handwritten notes into their packages, too. But it’s not just for small shops. Chewy does authentic personalization at scale, sending birthday and condolence cards, sometimes gifts, to their customers (addressed to their pets, of course). We also see brands put their people at the forefront of many customer care social media accounts where responses are signed by an individual.
These efforts take real time, effort and budget, and organizations typically don’t get direct feedback from the work. But this approach goes a long way. It tells customers there’s a living, breathing person on the other side. Plus, who wants a logo or a robot solving their problem? We’ve all had a moment when we’ve growled “speak to a real person” into an automated customer service call.
3. Solicit conversation
It’s not about creating interaction for interaction’s sake. Brands need to build trust and form a connection. For example, consider the process of paying a hospital bill over the phone. You’re about to shell out solid cash and chances are you’re not very thrilled about it. The person on the other end could just get your account and card number, then say “Thanks, bye.” And you’d hang up as annoyed as you were when you dialed to pay. But if the employee picks up and asks how you are, and really means it, they build trust
Empowering employees means encouraging them to go off script. People need to feel free to lean into their curiosities and strike up a genuine conversation. This real, human interest transforms brand touchpoints from transactions to authentic guidance. Let’s go back to my REI experience. I gained far more from that experience than I would have if the first employee just directed me to the poles I needed. At the same time, REI gained a lifelong customer — which was solidified after this same employee recognized me when I returned a few days later.
4. Keep records
I travel a lot for work. The first time I checked into a Four Seasons hotel, the person at the desk asked how to pronounce my last name. Then, when I arrived at my room, I noticed there wasn’t a coffee maker. As someone who prefers to make his own morning cup, I asked for one to be sent up and they obliged.
Every time I’ve stayed at a Four Seasons since then, the front desk has correctly pronounced my last name and there’s always a coffee maker in my room. The experience stands out to me, not because I would have been offended if the next hotel in a different city didn’t know these details, but because the organization took note and ensured my unique needs were met.
Many organizations already have a central customer database. But addresses, phone numbers and past engagements aren’t enough. These metrics don’t provide the full picture. Systems need to have open fields where customer-facing employees can offer tips that help the next person deliver personalized service. That’s how customer service goes from good to exceptional — and from transactional to personal.
Opportunities for human connection always depend on the level of personalization that makes sense for your brand. Of course, there are still many interactions that are just transactional, like pumping gas. Most of us probably wouldn’t love it if someone slowed down this routine, on-the-fly task.
But when it comes to refinancing your mortgage, investing in new outdoor equipment or calling a hotel home for a few days, personalization matters. Training and empowering your team to make memorable connections builds better relationships than “Dear [FirstName]” ever could.
Wondering how to scale true personalization for your customers? Drop me a line.