Jason S. Bradshaw breaks down the first 2024 CX trend: personalization. Use customers' names, track their purchase history and browsing, and tailor messages to what they actually bought. Ritz-Carlton staff do this with guest names; dealerships send hobby-specific follow-ups. Generic mass marketing loses to knowing who you're talking to.
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January 30, 2024
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Hi everyone and welcome to Talking Points Live with me, your host, Jason S. Bradshaw. And as always, I'm delighted that you're taking time to catch up on the live episodes. Now, these form part of a newsletter that I have that comes out every fortnight. Talking Points with Jason. You can subscribe to Talking Points With Jason on my website, Jason spreadshell.com or on LinkedIn, whichever is the best platform for you. Now today I'm kicking off a new series, the 5Cx Trends for Breakthrough Business Growth in 2024. And today I'm going to start with trend number one. Sounds like a good place to start, right? So today's trend is Know who I am in 2024. There is no excuses for not taking the time to know who your customer is and to help them feel appreciated for doing business with you. Now, the Know how I am principle, or trend, if you will, for 2024 is both little small things and big things that your business can and should be doing. So let's start with something that is an undeniable fact. The most powerful word in the English language is your name, and yet so many businesses fail to use it. The Ritz Carlton is a great example of how in a small way, they make people feel that they are known. You see the bell boys and girls, the ladies and gentlemen that greet you as you pull up to the hotel. They're trained to get your luggage, read the luggage tag and not only call you by your name, but radio ahead to the front desk so that they also know your name. Welcome back, welcome home, Mr. Mrs. Miss is so much better than just a ma' am or a sir because they're using your name and it's the most powerful name there is. Now, the know who I am principle goes beyond that transaction. Similar thing would be if you're at a at a store and someone hands you their credit card, then use their name as opposed to not. But the know who I am principle.
Is about personalizing the way that we do business with our customers as we.
Get to know them.
So if you sell someone a red car, a red sedan, don't send them emails about servicing their an suv. If you have a customer that buys lots of camping equipment, why are you bombarding them with sales about renovations? My point is that as we build a relationship with customers, we have more and more data points that help us understand who they are, to know them in a way. And we should be personalizing the way that we communicate with those customers based on those preferences and those indicators that the customer has given to us, the.
More that we can demonstrate that we know who our customer is, the more we're able to talk directly to them in their language, the more they are going to recommend us to their friends and family. And importantly, the more likely they are to do business with you. Again here. So know who I am. It starts with the really simple stuff, using someone's name. But then take all the data points you have around how they shop, how they browse on your website, what they open and don't open. And personalize your approach to those customers to your customers, so that they are more engaged with you, they feel more connected with you, and they're more likely to buy from you. Again. Tomorrow, I'll be back with trend number two. But remember, today, trend number one, know who I am. Until the next time we talk, I wish you great success.
