When was the last time you walked out of a store mad or looked for the best deal online, ordered it, and then the product that showed up at your door was not as advertised? How have those experiences affected your feelings about that brand?
One of the biggest challenges facing companies today is the ability to keep up with and address individual shopper needs, which is especially true for consumer-focused brands. Largely shaped by the immense popularity of online shopping, positive consumer experiences can be a make-or-break proposition.
If creating positive and memorable customer experiences is essential for growth, then how do you customize all the activities across the consumer lifecycle—including products—to secure long-term loyalty? This Aberdeen checklist is a valuable tool that can help you understand whether you are delivering a completely modernized customer experience.
Easy, Convenient, and Personal
Hyper-personalization is a term that refers to customizing all activities across the consumer lifecycle, such as enabling customers to modify products (e.g., change color, size, material) to meet personal wants and needs. The process that enables your buyer to customize the product must be easy and convenient.
Many brands are struggling to adapt to the demand for personalized consumer experiences. Rapid innovation is a necessity. Elements such as augmented reality, 3D, video, or other visually engaging tools are no longer nice-to-haves; they are must-haves for successful consumer engagement.
The path to customer loyalty involves personalizing the customer journey. According to Aberdeen research, top-performing brands that spend the time and money to personalize the customer journey reap the following benefits:
- 84% greater customer retention
- 7x greater customer satisfaction
- 5x greater profit margins
Happy customers spend more money and become brand “fans” over time. It all boils down to treating customers as individuals and delivering to those personal needs. Today’s customers don’t care as much about slick marketing; they can find out all they need to know about your products online. What they want is a superior experience.
A well-known brand name is important; however, your lesser-known competitors can quickly eat your lunch by offering superior personalized product experiences. Consumers who are enabled to customize purchases based on their preferences are more likely to become loyal, long-term customers. It may all boil down to how your individual customers feel about the experience of interacting with your brand.
Discover more about how you can keep pace with consumers today on our consumer product design solutions page where you’ll find more valuable Aberdeen research and also learn how other companies, just like yours, have implemented technologies to achieve product customization and personalization.