Consumers' desire for personalized engagement stems from their need for convenience and relevance when interacting with brands. Here are some key points from the article that outline what consumers seek from personalized engagement and the challenges faced by brands in delivering it:
1. Benefits of Personalized Engagement:
- Convenience: The top benefit of personalized engagement is that it helps consumers find what they want online more easily (59%), reflecting their desire for convenient shopping experiences.
- Relevant Recommendations: Personalized engagement enables consumers to receive relevant product and service recommendations, making them more likely to make purchases based on these suggestions.
- Tailored Promotions: A majority (52%) of consumers value receiving tailored promotions, indicating a preference for offers and discounts that match their interests.
- Relevant Content and Messages: Almost half (45%) of consumers appreciate receiving relevant content and messages tailored to their interests.
2. Consumers' Actions When Brands Don't Personalize:
- Consumers may search for alternative products and services (40%), buy from a different brand (31%), or decide not to make a purchase (27%) when their experience is not personalized.
3. Brands' Priorities for Improving Customer Engagement:
- To meet consumers' demands, brands are prioritizing additional communication channels (49%), implementing AI-powered virtual assistants (48%), providing relevant offers and recommendations (44%), and simplifying sign-up and login processes (40%).
4. Challenges Faced by Brands:
- Brands face difficulties in responding to changing customer needs and preferences (44%) and connecting customer data across channels and sources (42%).
- Navigating compliance and data privacy concerns (41%) and turning data into customer insights (40%) are also challenges for brands.
5. Gap Between Brands' Perception and Consumers' Experience:
- While 81% of brands believe they provide positive customer engagement, only 62% of consumers agree.
In summary, consumers seek personalized engagement for the convenience and relevance it provides, which can lead to increased loyalty and satisfaction. Brands need to focus on delivering tailored experiences and overcoming challenges related to data management and personalization to meet consumers' expectations and bridge the gap between their perception and consumers' reality.
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