If you’ve read the Bredemarket blog for any length of time, you already know that customer focus ensures that your customers will pay attention to your message. (TL;DR Customers are happier when you talk about them than when you talk about yourself.)
Did you know that customer focus also increases your revenue?
Customer focus, personalization, and growth
Take banking, for example. Louise Coles of Diebold Nixdorf wrote an article in International Banker entitled “What is Driving Customer Centricity in Banking?” Coles said, in part:
Although personalisation differs from industry to industry the philosophical shift is occurring nonetheless.From https://internationalbanker.com/banking/what-is-driving-customer-centricity-in-banking/
Personalization (or, for Coles and others on the other side of the pond, personalisation) potentially offers powerful benefits to banks (and other firms) who offer it.
For example, in the mortgage space there is likely to be a move away from standardised interest driven offerings, to a place where banks are considering offering mortgages which are more reflective of today’s societal makeup, for example intergenerational mortgages. This highlights how a customer centric focus is not only shifting the digitisation journey, but the underlying approach to the product offerings behind that next-generation innovation.From https://internationalbanker.com/banking/what-is-driving-customer-centricity-in-banking/
What does personalization mean for your company?
- It can mean a lot to an auto dealer. Not only regarding the autos offered to consumers (the days of the black-only Model T are long gone), but also regarding financing, service, and other offerings that go beyond selling or leasing the auto itself.
- A certain company whose name rhymes with Fartrucks is well-known for the creative order customizations that its baristas receive. While there are divided opinions on some of the more extreme orders, it’s clear that some customers love this capability. Imagine if Starbucks only served “any kind of coffee, as long as it was black!”
- If I may toot my own horn here, while I do have standard writing offerings, I can customize them as needed by increasing or decreasing review cycles or turnaround times.
Today’s acronym is ABM
Some companies choose to implement Account-based Marketing (ABM), which dictates how an entire company responds to particular customers. If Purchasing knows that a customer on “the list” needs something, Purchasing will strive to delight the customer.
Of course, ABM has a marketing component.
Account-based marketing requires you to personalize everything (e.g. content, product information, communications, and campaigns) for each account you invest your resources in. Through this personalization and customization, your relevance among these accounts is maximized.
That’s because your content and interactions are tailored in a way that shows them how your specific products, services, and other offerings are what they need to solve their challenges. Meaning, ABM allows you to angle your business in a way that makes it the most relevant and ideal option for your target accounts.From https://blog.hubspot.com/marketing/account-based-marketing-guide
How I can personalize my offering for you
Now obviously I don’t have the software to personalize this blog post for each of you. For example, everyone read my quote from HubSpot’s blog. Maybe you hate HubSpot with a passion and would prefer to read some other company’s take on ABM.
But if you would like to discuss your specific marketing needs, and how I can help you create the text to support those needs, talk to me. Maybe I can help you design a simple letter template that lets you include or omit paragraphs based upon a specific customer. If this intrigues you…