Is personalisation marketing’s trump card?

Elsewhere in this series I’ve argued that ease-of-doing-business is the new loyalty. And by and large I stand by that. Convenience, making it easy for the customer to interact with you, is incredibly important. But it’s also true that there is no substitute for delivering truly engaging experiences that make the customer feel valued.

There’s no substitute for delivering truly engaging experiences, says MeetTheBoss TV’s Ben Thompson, and personalisation is the enabler.

Elsewhere in this series I’ve argued that ease-of-doing-business is the new loyalty. And by and large I stand by that. Convenience, making it easy for the customer to interact with you, is incredibly important. But it’s also true that there is no substitute for delivering truly engaging experiences that make the customer feel valued.

An example. I’ve been using the same Indian takeaway for years, largely because of the high levels of service I get from the staff there (well, that and the excellent food, obviously). They know my name, my preferences, and they care enough to make recommendations on things I might like, based on what I’ve enjoyed previously. They even recognise my voice when I place orders over the phone.

And I’ve continued to use them despite the fact that doing so is mildly inconvenient for me. There are six or seven curry houses closer to home, many of which do home delivery –something my preferred choice doesn’t offer. Which means getting in the car, which means not being able to have a drink before I go out, etc., etc.

So why bother? Because I have a relationship with them built up over time. Because I trust them to keep on delivering excellent products and service. Because I feel they know me, my likes and my dislikes. As Samuel L. Jackson (almost) said in Pulp Fiction, personalisation goes a long way. Attention to detail makes a big difference.

And there’s definitely something for marketers to take note of here. It’s not necessarily all about cost or convenience. Sometimes it’s just about having a great relationship with your customers: knowing who they are, earning their trust, being authentic, offering them a valued service. Because in a world where cost is largely becoming a level playing field, and where offerings are becoming increasingly homogenised, it’s often the personal touch that offers that crucial point of difference.

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