Essentials for Personalized Digital Experience Success
As techies who spend a lot of time working in the digital world, we love that in the real world, customers no longer request personalized digital experiences; they expect them. They have come to appreciate – and even demand – digital personalization for the seamless user journeys that cater to their individual needs. Companies appreciate digital personalization because if done well, it can lead to greater customer engagement, retention, and long-term loyalty. But truly compelling experiences require certain essentials to reach users with the right message, at the right time, and to make the most of these opportunities. In this blog, we’ll discuss some of the essentials for personalized digital experience success, and how companies can use them to demonstrate their investment in and dedication to their customer relationships.
Personalization, Above and Beyond
Personalized digital experiences work in cementing customer relationships for success. Research indicates that companies that excel at digital personalization generate 40 percent more revenue from those activities than average players and that 72 percent of customers expect the businesses they buy from to recognize them as individuals and know their interests.1 Digital personalization can be accomplished through several channels, which contribute to customers’ convenience, subsequent satisfaction, and potential retention.
One effective method of personalization is optimizing the device that the customer will use to access the online experience. Computers are used differently than tablets or cell phones, and certain user interface elements can interact better with a keyboard versus a phone screen. Device operating systems and brands also have nuances that should also be taken into account for seamless interaction.
Digital experiences can also be optimized according to user cohort. Determining the user “type” can inform the experience design. For example, active and retired members in public pension systems may have different widgets or highlighted areas in their digital experiences. Older users may require larger font sizes and in group insurance ecosystems, active members may have different user journeys than ported members who have moved to different employers but have retained the same insurance company.
Companies can optimize digital experiences by scenario, or by where the user is in the user journey process. For instance, if a customer has not provided basic demographic information, field layouts in their interface can be rearranged to highlight missing information and provide tailored notifications.
Based on their locations, users can have appropriate reminders, updates, and invitations throughout their online journeys.
Ideal user personalization in any online scenario is smart and automatic, resulting from the data gleaned from system interaction patterns, user personas, and journey maps. This data captures the system features most helpful to the user and in what order. As technology and interfaces change, so will users’ responses and behaviors. Companies will need to keep pace and respond with the appropriate digital personalization modifications. Good data and data capture mechanisms will also allow companies to leverage AI to determine the best ways to improve personalization in future user experiences.
User experience personalization drives better customer interaction, performance, and customer outcomes. As the digital world is now an indelible part of the real world, companies have ample opportunities to implement the essentials of user personalization, to achieve ideal outcomes and enriched, long-term relationships. And that’s enriching for everyone, techies included.
1 “The value of getting personalization right—or wrong—is multiplying,” McKinsey & Company, November 2021