3 Ways CX Leaders Personalize the Customer Experience
October 12, 2015
Personalization isn’t just a buzz word for customer experience teams—it’s an integral part of any customer engagement strategy. Personalizing the customer experience shows your customers that you are listening to their feedback, that you understand and empathize with their needs, and that you value their opinions.
We’ve highlighted three ways our customers are personalizing the customer experience they deliver. You’ll notice that each of the examples are slightly different—one of them doesn’t even involve human interaction, yet is able to personalize the relationship.
1. Personalize Surveys and Thank You Pages
Working with Clarabridge, Rotana Hotels, one of the leading hotel groups in the Middle East and Africa, overhauled their guest survey and designed a more personalized survey experience, customized to each guest’s stay.
Rules-based thank-you pages have been added to the surveys to make it a more personalized experience, boost online reviews, and increase return visits and guest loyalty. Based on how a guest responds to the survey, they are presented with one of several thank-you screens. Very satisfied guests are invited to contribute a TripAdvisor review linked directly from the survey. Repeat guests are given the opportunity to join Rotana Rewards, Rotana’s loyalty program.
The result? Guest satisfaction has risen steadily since Rotana began working with Clarabridge, growing from 81.7 at the start to 89.2. Guest participation in the feedback program is extremely high, and at times the survey response rate is at 80% of Rotana’s guests. The number of completed surveys each month has grown from 1,400 to over 4,500 on average.
2. Personally Follow-Up
Unlike with social media, when customers fill out surveys and provide suggestions for improvement, they don’t always expect to hear back from the company. One way for you to stand out from the crowd is to personally follow up on specific feedback provided by your customers.
At Rotana Hotels, low survey scores or customer complaints trigger an automated response management process. Depending on the nature and severity of the issue, one of a number of coordinated recovery plans is put into action. Alerts are also delivered to corporate personnel who monitor recovery steps and follow up activity.
At Sage, a global supplier of business management software and services, it is no different. For example, through their survey feedback data, Sage saw customers frustrated over the online knowledge base, complaining that it was cumbersome to navigate. As a result, Sage changed the scope of the Knowledge Base and included call outs on the screen to allow for a more user-friendly experience. Service representatives are also able to identify individual less satisfied customers, personally follow up with them, and directly give them the information they were searching for, enhancing the customers’ loyalty and trust in Sage and the overall customer experience.
3. Act and the Customer will Notice
21c Museum Hotels, winner of the Clarabridge CXC Innovation Award, sets a high bar for personalization. When one of their guests wrote about the lacking vanity space as well as dissatisfaction with the beds, the hotel staff entered these comments into her guest profile. When she returned a year later, she checked in to find an extra luggage stand placed in her bathroom and an extra memory foam cushion on the bed. No one needed to point these things out to her, she knew they had listened and followed through with a fix to make her stay even better the second time around.
Upon checking out she stated on her survey, “This process of listening to my feedback and making the changes that were possible was the nicest thing ever! Thank you!” The customer relationship clearly extends past the time of departure – so 21c Museum Hotels continues to listen and find creative ways to improve upon each guest’s experience.
There are many ways to go the extra mile in your customer interactions and show your customers that you genuinely care about the service they receive. Find ways of personalizing the customer experience that work for you, and make sure to train and empower your team members to follow suit.
To learn more about acting on customer insights, listen to our webinar with Bruce Temkin, CX Transformist and Managing Partner of the Temkin Group.
Serina Aswani is Manager of Content Marketing and EMEA Marketing at Clarabridge. As part of her responsibilities, Serina serves as the voice of Clarabridge’s customers, highlighting customer stories and sharing proven best practices for implementing successful Customer Experience Management programs. Serina also oversees content marketing strategy and PR for the Europe, Middle East, and Africa (EMEA) region. She is responsible for establishing Clarabridge’s position as an industry thought leader across EMEA. Serina holds a M.S. in Commerce, specializing in Marketing and Management, as well as a B.A in French and Studio Arts, from the University of Virginia. Read more from Serina on Twitter at @SerinaAswani