PERSONALIZATION
BY KEN RAPP, BLUSTREAM CORPORATION
ILLUSTRATION PROVIDED BY ADOBE STOCK
THE POWER OF POST- PURCHASE PERSONALIZATION HOW AI CAN ASSIST EXCELLENT PRODUCT EXPERIENCES( PXS).
Businesses have no shortage of tools for acquisition and support. This pre-purchase phase is the playing field of many marketers where they can guide customers on their journeys, learn about their prospects, start relationships, and hopefully acquire new customers.
But that’ s where connection often breaks for physical goods brands. Unlike digital products, where real-time engagement data provides instant feedback, once the purchases of physical products are complete, many brands lose the connection with their customers.
Brands do not have visibility into how customers engage with these products, whether they are using them regularly, and if they are satisfied. And, critically, if they are running into challenges that impact their likelihood of repurchasing or spreading positive reviews.
Unfortunately, these lost connections with the customers are often never regained until a problem comes up or a special offer is presented. And then customer loyalty may not be as strong as it would have been had the brands been able to stay in touch with customers all along.
UNFORTUNATELY, THESE LOST CONNECTIONS WITH THE CUSTOMERS ARE OFTEN NEVER REGAINED UNTIL A PROBLEM COMES UP OR A SPECIAL OFFER IS PRESENTED.
20 CONTACT CENTER PIPELINE