Customer personalisation is one of the most effective ways to engage customers today. While the trend has been evolving for years, some of the first adopters were major global brands. It’s been over 20 years since Amazon started using customer data, like browsing histories and past purchases, to create personalised recommendations. Not long after, Nike gave consumers the chance to design their own athletic shoes. Coca-Cola’s “Share a Coke” campaign printed common first names on bottles, leading Aussies to race around looking for their own or their loved one’s personalised can. And people loved it! Naturally, the rest of the industry hopped on the personalisation bandwagon.
These days, customers expect a personalised experience from most companies they interact with. From custom grocery store discounts to tailored music suggestions, consumers now expect personalisation to help them make decisions. Personalisation makes customers feel engaged, valued, and connected.
McKinsey & Company recently shared some fascinating stats on customer personalisation:
- 71% of consumers expect companies to deliver personalised interactions.
- 76% of consumers get frustrated when that doesn’t happen.
- 76% of consumers say personalised communications are a key factor in considering a brand.
- 78% of consumers say personalised content makes them more likely to repurchase.
But does adding someone’s name to a can or predicting their next purchase really create a more loyal customer? The answer is a resounding “Yes!”
Customer Personalisation Strategies for Small Business Owners with No Tech Team
While personalisation is crucial, not every business has access to the advanced tech, data systems, and high-end personalisation tools used by larger companies—or the tech teams to manage them.
But personalisation doesn’t have to be out of reach for small businesses. In fact, creating a personalised experience can take very little effort and resources.
Here are a few non-technical, low-cost ways to incorporate personalisation into your communications and customer engagement strategies:
Use Their Name
You’re probably already sending out emails and newsletters to your customer base. Make sure to greet them by name at the start of each message. This can easily be done by inserting a merge field for their “First Name,” which all email platforms, including MailChimp, Constant Contact, and others, support.
Ask for Their Preferences
Send your customers surveys, or gather this information through your point of sale (if you have one). Customise your promotions based on the responses. Group customers with similar interests or needs, and tailor your communications accordingly.
A Thank You Goes a Long Way
While it might seem old-fashioned, a simple personalised thank you note can be a powerful loyalty tool. Better yet, make the message empathetic or specific to that customer’s experience.
Engage on Social Media
If your business has a presence on social media (and it really should), be sure to stay interactive. When followers—who are likely current, past, or future customers—comment on your posts, thank them and show your appreciation. If someone leaves a complaint, validate their concerns and apologise. If the issue isn’t resolved, provide a personalised solution path.
Spotlight Your Customers
Feature your top customers in your newsletters, social media posts, or even simple case studies. While this might not be feasible for every business, recognising your best customers makes them feel seen and appreciated. Even a simple shout-out on social media can make someone feel special.
Customer personalisation doesn’t need to be complex or high-tech. When you view it as a way to connect with customers, rather than relying solely on data tools, you get to the heart of what it’s all about—showing your customers how much you care. And you don’t need a tech team for that!