Approximate reading time: 7 minutes
Marketing and sales departments across numerous companies have intensified their efforts in recent years to achieve personalized offerings, with information technologies becoming key allies in this endeavor.
When it comes to customer service, no one wants to be treated as just another number. In fact, depersonalization is one of customers’ biggest criticisms of companies during interactions. Moreover, when products or services don’t fully address the buyer’s needs, satisfaction becomes unmemorable, resulting in lower loyalty rates compared to cases where the brand fully adapts to the consumer.
There are various ways to provide personalized offers that can be defined with the support of Customer Relationship Management systems (CRM), other business applications, and data analytics. Some methods focus on the product, others on service and communication. To illustrate the possibilities, here are three approaches that can be implemented across different business sectors.
Personalized Offer: Travel Agency
A travel agency that skillfully manages user data can identify, while also considering the business rating of each customer, who may receive promotions such as extra discounts or improved payment plans. For someone who frequently travels to the Caribbean, offering recommendations based on previously expressed preferences will help secure repeat business: Do they enjoy the beach? Have they visited San Blas? In these cases, it’s crucial to identify the type of trip: business or pleasure; family with children or individual; accommodation category; or whether a vehicle rental is needed.
Personalized Offer: Banking Institutions
Most readers of this article have likely received calls from their bank presenting various promotions based on their financial profile. Sometimes it may seem like the firm has a crystal ball to predict specific customer needs, but the truth is that with appropriate technologies, it’s even possible to automate calls after a user explores certain sections of the bank’s mobile app, such as loans or insurance. Companies in this sector with their own development departments or guidance from solid software architecture firms have achieved impressive results in product acquisition.
Personalized Offer: Consumer Sector
Within the disciplines encompassed by information technology, algorithms have revolutionized the management of electronic establishments. Their application greatly facilitates personalizing offer advertising and suggesting products and services related to customer preferences or digital behavior (retargeting). At this point, it’s also important to consider personalization options in payment methods: cash, deposit, electronic payment or card, entity, interest-free installments, etc. The same applies to physical establishments, where the same machine that prints the purchase receipt can present a discount coupon based on buyer behavior.
In any case and regardless of the market, having a CRM that responds to business needs will facilitate marketing and sales efforts. Information technologies allow us to understand motivations and anticipate intentions and aspirations, adding value to individualization, which is why technology-driven personalization continues to be a trend despite the years.
If you’re part of an organization looking to optimize your marketing and sales strategies through personalized technological solutions, contact us. We are your strategic ally, guiding you through each phase of your development to drive your business with cutting-edge technology.
