With the advancement of technologies in this digital age, customers’ expectations and priorities continue to shift. And in order to remain relevant to customers, businesses do need to focus on curating highly personalised customer experiences.
It makes personalization critically important for businesses looking to attract and connect with high-value audiences. Even though, in recent years, businesses have been striving to implement personalization in digital marketing by employing several strategies, the new findings by CM.com reveal retailers are not meeting the mark.
According to the study, consumers are dissatisfied with retailers' personalization strategies, and the results are shown below.
Almost half (49%) claimed this was because their inbox was flooded, which negatively impacted their opinion of the brand's overall service.
Almost a third (31%) are irritated when brands interact with them through channels they do not want to use.
Nearly a quarter (22%) feel dissatisfied by not being able to contact brands via their preferred channels.
And, when companies use incorrect information in customer communication, more than one-third (36%) of shoppers become "extremely frustrated."
It is well known that understanding the preferences of consumers to provide a truly personalised customer experience is critical for brands to enable long-term relationships. And the new finding reiterates that.
Over half of the respondents (57%) expect personalization when they have bought an item multiple times before, while 48% expect it when they make their first purchase.
Currently, 42% of shoppers believe that companies fail to meet their personalization demands, and more than a third (39%) believe that companies aren't interacting with them in a way that makes them feel understood. A similar proportion (45%) believe that brands do not understand their needs or expectations.