At RichRelevance’s EMEA summit, titled ‘The Spectrum of Personalization’, Damian Ryan (author of Understanding Digital Marketing) spoke about the disintegration of trust between brands and consumers. It’s at an all time low.
For too long, businesses have been charging towards a digital future by ticking all the right boxes; they’ve been embracing new innovations and engaging with new mediums. Which, in itself, isn’t a bad thing. But many have been doing this with blinkers on. They’ve forgotten about making sure that their messaging, and their offering, is relevant to its consumers.
Be relevant or die
Businesses need to maintain relevance; that’s the pacemaker that keeps the heart going. Irrelevant businesses do more than lose the trust of consumers; they die.
So it’s crucial for businesses to assess how relevant their online experience is. In an increasingly digital dominant world, the website is the first (and sometimes only) point of contact that a consumer has with a brand. It’s the new storefront. But unlike in a bricks-and-mortar store where assistants make a big effort to personalize each and every store visit, there’s little similar effort being made online.
One size doesn’t fit all
It’s a fact that most businesses adopt a ‘one-size-fits-all’ approach when it comes to the provision and display of contact channels. All visitors, regardless of their state-of-mind, will be offered the same contact channels at the same point during their web journeys.
But no two visitors are the same. They’re all online for different reasons. They should all be getting the same level of personalized treatment that they would be getting in a bricks-and-mortar store. If a visitor has a service issue, they should be encouraged to self-serve. If a visitor needs help with their purchase, they should be offered assistance. And if a visitor is perfectly happy to browse with no interruptions, they shouldn’t be seeing pop-ups encouraging them to request a call back.
Trust comes with respect. Many businesses could be doing more to respect and understand the fact that each of their web visitors are individuals. They need to respond to the consumer desire for better personalization in order to regain and rebuild trust.
For more about what modern consumers want, take a look at our latest whitepaper.