An Argument for Personalization in 2015, from DealerRefresh.
Okay, we get it. 2015 is the year of Customer Experience. But what is the first tangible step that a dealership can take toward not just better customer experience, but the sort of award winning, mind blowing, shareworthy, life changing customer experience that will convert your prospects into loyalists? The answer is so simple it is simply overlooked: Personalization.
For this discussion, I’ll define personalization like this: Personalization is the art of addressing a group of customers who have seemingly common wants and needs and treating each one as if they were infinitely unique.
Easier said than done.
Big brands are trying, though. As one of the 48 million members of Marriott Rewards, I received a video in my email box with the subject line “We Made This Video Just For You,” and it contained my name and specific details about how many nights in 2014 (two, in my case) I stayed at a Marriott property.