Marketers are always looking for new ways to serve their customers and communities, and 2020 has brought more opportunities than usual. The rapid transition to digital customer experiences as a result of the pandemic has enabled companies to test many new ideas to reach their audiences.
The tone of communication with customers has also changed. The 2020 events, along with the shift to digital interaction, have led marketers to reduce the use of jargon and messages that customers perceive as less than authentic communication.
The focus shifted to personalized, concise, and transparent messages to create lasting relationships with customers based on trust.
According to a recent global survey of marketers and consumers, COVID marketers learned the value of honest conversations and the appreciation of value-based messages. People are faced with a flood of messages from different sources, leading to less attention and tiredness with common terms like “the new normal”. Customers are also willing to continue with publications highlighting the circumstances of the pandemic, reading another report, probably because they have learned to deal with the situation and are willing to adopt a modified lifestyle.
Companies, therefore, face the difficult task of identifying messages that strike the right balance.
Also, research with consumers and marketers shows that there is a gap between marketers’ perceptions of trust and the reality of consumers: three-quarters of marketers said that customers think their personal data will be used more In 2020 than in 2019; Just over half (52%) of consumers said that they feel comfortable providing their personal information to companies in exchange for a better experience.
Personalized content is not a new approach, but when implemented wisely, it can help marketers reduce confidence to develop communications that match the brand’s voice and respect the customer’s personal considerations.
Here are some tips for overcoming barriers to trust while maintaining personal contact with customers.
- Create an opt-in culture to cultivate customer trust
The awareness of database brokers and privacy has increased in recent years. In many cases, a company’s customers are uncomfortable with the ease with which their data is collected and sold.
About half of people find it worrying if a brand knows something about them that was not disclosed directly, according to the 2019 Acquia survey. The same study found that 65% of consumers would no longer be involved with a brand if it found out that their brand information is being used unfairly.
Companies can solve this problem by switching to an acceptance model, which generally results in higher quality data. When customers trust your company with their identities and preferences, they may be willing to provide more accurate information. More accurate data helps brands build better customer profiles and more accurate segmentation, which in turn leads to better personalization.
- Use data to create more humane experiences
Marketers need to remember that there is a person behind each click of the keyboard. People have never been more attentive to the messages they receive from companies. More than half of consumers in the 2019 Acquia survey agreed that companies are lagging in the way they communicate with customers, both online and offline.
Companies should use personal information as an opportunity to interact more humanely with their customers. Personalization can drive human interactions and make customers feel understood.
With the right tools, companies can develop multichannel experiences that delight customers with their interaction.
- Do not hurry
Just as you wouldn’t ask for your partner’s credit score or propose a wedding on the first date, marketers shouldn’t be asking customers too much right away. Customers rarely share detailed personal information at the beginning of a relationship.
After the data is collected, some marketers want to respond to the results immediately, but a methodical process can be more valuable. A step-by-step approach allows marketers to adjust their communications as interactions progress and can also deliver more sophisticated and informative messages to them.
- Think small
The pandemic has forced many companies to switch to digital in the first place and look at their customer base in a whole new way. The public was exhausted by the information overload during an unstable period; sending short, easy-to-navigate, and consumable content is like getting your attention.
Also, smaller campaigns can reduce the risk of spending too much on large marketing efforts because marketers have fewer budgets. With the right database, marketers can create micro experiences for consumers who look very personal but generate conversions.