There's nothing we like better than the sound of our own names.
When something is customized to a specific consumer they literally flip. Customization wins the battle for time, each and every time.
Why? Because action like that takes extra effort.
A note that includes someone's name thanks that person specifically. It's not thank you for the service, it's thank you Susan. Thank you Blake. Thank you insert name here.
In cases like these, the company, brand, whatever it is, cares. In a world with so much white noise, so much pitch-slapping and so much complete and utter crap, it's refreshing to get personal once again.
Simple example: Netflix.
When logged in, movie and TV show bingers are greeted by name and receive endless recommendations based on their viewing history. Revolutionary? No, but customers appreciate the warm fuzzy feeling they get when they see it.
Another example is coke: “Screw looking for my friends’ names, I’m going to look for my own.” This got even better when people could create custom labels for those who’s name strayed on the more creative side (though we will give props to Coca-Cola for being fairly good about including a wide spectrum of names).
Then there’s Starbucks: Yeah, the baristas might purposely take your “Sally” and make it into “Sallee” for fun, but that non-fat, half sweet, light on the foam with room latte was made especially for “Sallee” and no one else.
BaubleBar has put a new definition on customizable jewellery design: When people receive their lovely baubles, they get a handwritten note saying thank you. Real pen, real paper, real people.
Subaru: Realizing that a lot of their customers were dog owners, the car manufacturer came up with a series of commercials that highlighted the Subaru experience starring none other than dogs.
If the common theme hasn’t become apparent, here it is: people like when other people take the time to get personal. Customers don’t just want to be another figure. They want to be thought of, planned for and appreciated.
Loyalty is what differentiates a brand from being trendy or making it to the long-term. Loyalty means people keep coming back. Loyalty means they share their brand experience with others.
Everyone wants to be remarkable, but few seem to know how to be remarkably remarkable. The truth is that it doesn’t necessarily come down to finding the latest secret to innovation or overhauling products.
It’s easy to overthink things and make them seem much more complicated than they have to be. After all, addressing goals, quotas and competition is tasking. Yet sometimes it’s the simple things that make the biggest impact. And by simple we mean the written (or typed) word to a specific addressee.
With things like predictive behavioural technology and big and small data alike, it’s never been easier to cater to audiences. The problem is when those who have the information choose to waste it.
To keep customers’ minutes coming, give them a few minutes in return. Take the extra time to know your audience AND reach out to them directly. Anyone can get engagement. But it takes a remarkable few to cultivate and maintain loyalty.