How to delight customers with reverse personalization

loyalty loop Sep 11, 2019

Are your customers delighted with you? Hopefully! But there’s always room for improvement, right?

In this week’s Loyalty Loop I’m coming at you from right here in the middle of downtown Boston and we’re going to look at three super simple ways you can use reverse personalization to delight your customers.

I took the ferry to Boston this morning to spend the day with a non-profit working on their Loyalty Loop experiences and it got me thinking about how we take care of our customers.

How do we make sure that the folks that buy from us are so delighted that they become long-time clients, and rave about us to everyone they meet?

It all starts with the moment of commitment

If you've been following the Loyalty Loop every week, you know that a moment of commitment is the instant in time you trade money, data, or time to support a cause, buy a product or a service, or get some information you need. And after every moment of commitment, we can do a better job delighting our customers and clients and prospects by using something called reverse personalization.

What is reverse personalization? 

Reverse personalization is the process of humanizing the brand for the customers, clients, and prospects we serve. If you watched the episode about Domino's pizza or even the one about asking for testimonials and reviews, you've already seen some small examples of reverse personalization at work.

So now I’m going to break down three ways that any of you can use reverse personalization to delight your customers any time they fill out a form, buy a product or a service, or even come back from a meeting.

1. Reverse personalization strategy one: teach your customers something

After your consumer buys something from you, and they're waiting for that product to arrive in the mail or even a digital download, you can use reverse personalization to do one important thing: you can teach them something.

Let me show you what I mean… 

I bought the awesome camera I use for my video shoots online and after I’d placed the order the vendor sent me an email about what to expect after I get the camera, and in that, they actually gave me some good tips and tricks and hints on how to use my Lumix G85X. This is reverse personalization in action, folks!

But the key to reverse personalization is that the message has to come from an individual from the organization. A generic message isn’t going to cut it — I want to be introduced to a specific person I can build a relationship with. It has to feel personal.

2. Reverse personalization strategy two: create a contact form experience

Almost everybody has a ‘contact us’ form on their website, but because they’re kind of a catch-all for all sorts of communications they can sometimes feel like big, black holes. Where do those forms go? No one knows! Sometimes you fill and the form and never even get a response.

Let’s turn that around — let’s treat that form as a moment of commitment and an underrated opportunity to delight anyone who’s taken the time to fill it in, whether that’s a prospect or a current client. And of course we’re going to use reverse personalization to do it.

So whenever someone fills out a ‘contact us’ form, all you have to do is send them a little video from the person who gets all those completed forms.

Maybe it’s Deborah, the office manager and she can send a short video saying, "Thank you so much for filling out the ‘contact us’ form. I'm Deborah. I’m the office manager and I take care of everything around here. And guess what, your emails come to my inbox and this morning, I'm gonna go through it, make sure I know who it's for in the organization and make sure they get back to you. But if you have any other questions make sure you contact me.”

You see what I mean? We've just reverse personalized. We've introduced Deborah, the office manager, to a random person who filled out a ‘contact us’ form. We’ve put a name, and a face to the brand and given the customer a more personal — and memorable — experience.

3. Reverse personalization strategy three: celebrate the big moments of commitment

A big moment of commitment is the ideal time to do something really special.

For example, maybe you sell a service and you do a lot of meetings with prospects and clients. Remember, a meeting is a great example of a moment of commitment because we're trading our time for some information in that meeting.

Sure, most people follow up on a meeting with an email saying “thanks for your time, I'll follow up with some stuff in the future”. Which is fine. But you can use reverse personalization to make a much bigger impact by doing something a little bit different.

One of the great ways to do this is to actually create an overnighted package sent via FedEX. In that package, you're going to use reverse personalization by hand-writing a note. Yes, the hand-writing bit is important — that’s what makes it reverse personalization.

That’s how you humanize the brand. So in that FedEx package, you're going to include the note and any takeaways you would've otherwise left behind. And by using FedEx you’re making sure it gets to them right after the meeting AND you’re increasing the perceived value of the package. You’re going to make quite an impression!

So there you have it, my friends, three great ways to use reverse personalization to delight your customers and create a better Loyalty Loop experience. Remember, use the moment of commitment, any moment of commitment, to humanize the brand.

Are you already using reverse personalization to create a memorable Loyalty Loop experience? If you’re doing something really cool to humanize your brand, let me know in the comments.


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