Insights on Building Customer Relationships Through Personalization

Here’s a common myth about personalization: All you need is a customer’s name to make it effective. True personalization goes much deeper, it’s about understanding behaviors, preferences, and needs to create meaningful experiences. Collecting the right data isn’t just about volume, it’s about relevance. You can’t offer genuine personalization without truly knowing your audience. Here’s how I’ve approached it: ➜ Identify key data points. Don’t collect data just for the sake of it. Focus on what will actually help you understand your customers better, things like purchase history, browsing behavior, and engagement patterns. ➜ Leverage tools wisely. Using the right tools is crucial. We’ve integrated platforms (like HubSpot) to ensure we’re gathering and utilizing data that matters, not just creating noise. ➜ Respect privacy. Personalization should never come at the cost of privacy. Being transparent with your audience about what data you collect and how you use it builds trust. ➜ Test and refine. Data isn’t static, and neither should your approach to personalization be. Continuously test what works and refine your strategy to meet your customers' evolving needs. ↳ By focusing on relevant data, not just more data, we’ve been able to create personalized experiences that resonate, leading to stronger customer relationships and better results. What’s been your biggest challenge in collecting data for personalization? How are you overcoming it? #data #personalization #hubspot

People value what they create 63% more. Yet most digital experiences treat customers as passive recipients instead of co-creators. This psychological principle, known as the "Ikea Effect", is shockingly underutilized in digital journeys. When someone builds a piece of Ikea furniture, they develop an emotional attachment that transcends its objective value. The same phenomenon happens in digital experiences. After optimizing digital journeys for companies like Adobe and Nike for over a decade, I've discovered this pattern consistently: 👉 Those who customize or personalize a product before purchase are dramatically more likely to convert and remain loyal. One enterprise client implemented a product configurator that increased conversions by 31% and reduced returns by 24%. Users weren't getting a different product... they were getting the same product they helped create. The psychology is simple but powerful: ↳ Customization creates psychological ownership before financial ownership ↳ The effort invested creates value attribution ↳ Co-creation builds emotional connection Three ways to implement this today: 1️⃣ Replace dropdown options with visual configurators 2️⃣ Create personalization quizzes that guide product selection 3️⃣ Allow users to save and revisit their customized selections Most importantly: shift your mindset from selling products to facilitating creation. When customers feel like co-creators rather than consumers, they don't just buy more... they become advocates. How are you letting your customers build rather than just buy?

Why personalization matters when creating authentic conversations. Create daily habits of taking time to transform your professional interaction. I received a connection request from Bailey, a coach based in Vegas, which is the same city I happen to be in. 🤷🏻♀️ Instead of sending a typical "thank you" message, I took an extra minute to personalize my response. I recorded a short video (in my case using #skoop), addressed her by name, and acknowledged something specific about her profile. Bailey was thrilled! She told me how much she appreciated the personal touch, saying, "Reaching out on LinkedIn can get a little boring," and that my video was a refreshing change. That small effort turned a routine connection into a meaningful conversation. When connecting on LinkedIn; ✔ Personalize your outreach Before sending that connection request or message, take a moment to learn about the person. Mention a shared interest, location, or something specific from their profile. It shows you care enough to notice the details, and it sets you apart. ✔ Leverage video messages A quick, personalized video can work wonders. It adds a human touch that text alone can't convey. And, it’s incredibly easy to do—especially with tools like SKOOP, which lets you create candid videos directly on LinkedIn. Give it a try next time you connect with someone new. ✔ Focus on building relationships, NOT just selling When you personalize your communication, you’re opening a dialogue and laying the groundwork for a relationship. Remember, people buy from those they know, like, and trust. So, make it about them first—let the sales follow naturally. Next time you connect with someone on LinkedIn, think about how you can make your outreach a little more personal. It’s those small efforts that lead to big opportunities. Hope this was helpful to make a slight shift in your #mindset. Have a fantastic and productive week! #personalization