The Personal Touch: Creating Personalized Customer Experiences at Scale
In a recent survey conducted by Epsilon, 80% of consumers expressed that they are more likely to do business with brands that offer personalized experiences. This is believed to be a direct result of the internet and e-commerce: as personalized products and services become more accessible in our increasingly connected society, customers are starting to expect and demand a certain level of “personal touch” in the ways in which they interact with brands and companies. However, even though 85% of companies think they offer the type of personalization their clientele is looking for, customer surveys show that only 60% of businesses actually achieve this goal. There’s clearly a discrepancy there, and many experts think it can be explained by one thing: scale. Of course, it’s relatively easy to offer personalized experiences when your business is small or just starting out. Creating relationships with hundreds of people is far less time consuming than maintaining those relationships at the same level with hundreds of thousands of people. As your company grows, it’s natural to cut back on that “personal touch” in what you feel are small, imperceptible ways, but the data tells us that your patrons are feeling those cutbacks all the same. So the big question is: How do you achieve your growth goals while maintaining the personal touch that created your loyal customer base in the first place?
Embedding Customer-Centricity as a Core Value
The answer to that question is multifold, but it starts by embedding customer-centricity into your organization’s operations and values. (If you’re looking for advice on how to do that, check out our recent blog post on .) From there, the expert recommendation to small businesses faced with scaling up is to automate when and where you can. While automation may seem like it runs counter to the goal of creating personalized experiences, the reality is that automation allows you to plan ahead and create recurring touchpoints like emails, blog posts, social media updates, and offers or promotions tailored to specific customers.
For an example of how this works in practice, look at a company like Chipotle, which operates worldwide on a huge scale. By automating their text interface, they created a platform where they can blast their customer-base with promotions related to everything from Teacher Appreciation Week to Halloween. And their promotions work. Not only do these blasts have the benefit of increasing Chipotle’s sales up to four times (depending on the promotion), but customers cite them as something they appreciate about the brand. It may seem like a small thing, but a teacher getting free guacamole with her order on a week that is meant to honor her profession is the kind of “small thing” that is proven to make a giant company feel like it operates on a personal level.
Scaling with a Personal Touch in Family and Entrepreneurial Businesses
The other essential element growing businesses need to have in place to continue to operate with that “personal touch” is customer service. This includes everything from sales to help hotlines. Scaling up may require owners and managers to delegate these and other tasks, empowering their employees to engage with the customer base in ways that previously happened at a higher level. While this can feel like sacrificing control, it’s actually a good thing! The fact that your company is growing means you can’t possibly engage with everyone who interacts with your brand in a meaningful way. But a well-trained and empowered outward-facing workforce means that your business can be reachable, even when you are not. That being said, if you are face of the brand your built, you do want to retain visibility to your clientele in some manner. For family businesses, this delegation may also include close-knit family members or longtime employees who share a deep understanding of the company’s mission and culture.
Delegating and empowering your workforce doesn’t mean disappearing behind a curtain like the Wizard of Oz. While this visibility looks different for different owners and CEOs based on their personalities and the nature of their companies, some tried and true methods include weekly (or monthly) blog posts, a robust presence on your company’s social media pages, newsletters, and seasonal communications. For small and mid-sized businesses, highlighting the story behind the business – its family history, entrepreneurial journey, or milestones, can foster a deeper emotional connection with customers. However, you choose to stay in your customers’ consciouses, make sure to share your successes as you grow! If they’ve been with you from the beginning, chances are they’ll be thrilled to see you taking off!
Conclusion
For family and entrepreneurial businesses, scaling up is both a challenge and an opportunity. Embedding customer-centric values, embracing smart automation, and empowering your team ensures you can grow sustainably without sacrificing the personal touch that made you successful. Additionally, don’t be afraid to lean into your strengths – whether that’s community involvement, family values, or your personal leadership style. Customers appreciate authenticity, and sharing your journey can inspire loyalty and engagement.
Stay visible, stay connected, and let your shared experiences inspire your continued growth.