41 percent of consumers find it 'creepy' when they receive a message or notification from a store they are currently walking past. And 35 percent even find it scary to see advertisements on social media for items they have just viewed on the advertiser's site. This has become a fairly established form of retargeting.
Cool
However, consumers also have positive experiences when it comes to personalized contact. For example, they like to receive a message (via text message or WhatsApp) after purchasing a product with a question such as 'How do you like it?' Many companies already do this, often also to receive reviews.
For example, KLM often sends a Welcome Home email to its passengers. About 45 percent of respondents like it when a company sends an apology email after reporting poor service in the store or online.
But what are the do's and don'ts in personalized digital contact? The biggest mistake that many companies make is that the contact is sales-driven. Think of the above-mentioned advertisements on the social media timeline as a direct result of previous browsing behavior. Or the frantic attempts at cross-selling when you have had telephone contact with a company. There is always a need to sell - and that is irritating.
It would be much better to really add value for the consumer with personalized contact. And often you can do that as a company! For example, what is the 'next best action' for the customer? What should he do now?
Many roads to Stockholm
For example, if I search for a flight ticket to Oslo, Stockholm and Copenhagen and I eventually buy a ticket to Stockholm, I will still see offers to Oslo and Copenhagen online for two weeks. indonesia telegram data
This is probably because there is no connection between the advertising and booking systems. And that while the travel organization could also send me travel tips for Stockholm. Or give me a discount on a rental car, or share nice restaurant ideas with me. In the long term, that results in more satisfied customers. Examples of companies that do this well are Bever and de Bijenkorf. They do not offer products that you already have.
Another example: how nice would it be if your bank indicated that you no longer had enough credit on your personal account to make a scheduled payment, but that you could transfer money from your savings account to your regular account? That is a very different approach than punishing you with an interest payment because you are overdrawn.
New opportunities
There are also new opportunities to make contact personal. You can also deliver an online order with a handwritten thank you note; that makes your order a lot more personal. A bank advisor can also video call a customer and provide advice: that is digital, but still personal. Or you are doing DIY and have a question. How nice would it be if a DIY specialist could look along directly via the app and come up with a solution. This does not yet exist in this form, but The Home Depot and Lowe's already use augmented reality (AR) and virtual reality (VR) in their app. They also offer DIY advice.