Want to deliver a personalised experience that your customers love? Here’s how you can meet their expectations.

It’s time to get up close and personal


Personalisation is a key ingredient for creating outstanding customer experiences. Why? Because customers want to be seen as individuals, and they feel it when you see them as generalised personas. More than half – 52% – of customers say companies are generally impersonal and the gap between their expectations and delivery by companies is wide:

  • 73% of customers expect companies to understand their needs and expectations, but only 51% of customers say companies generally do.

  • 62% of customers expect companies to adapt based on their actions and behaviour, but only 47% of customers say companies generally do.

Personalised engagement should also encompass how and when a brand interacts with a customer – and a unified, speedy, omnichannel, real-time experience is what they are demanding:

  • 71% of customers expect companies to communicate with them in real-time.

  • 38% of customers won’t do business with a company if they can’t use their preferred channels.

  • 69% of customers expect connected experiences.

  • 78% of customers expect consistent interactions across departments.

Making the data work for you


With customers making countless online interactions, the opportunities to create personalised engagement from customer data has never been richer. But the sheer scale of what’s possible presents a challenge: how do you use all that data to optimise for the individual, in the moments that matter? 

Gathering, analysing and unifying data in productive – and non-invasive – ways is key to building the foundations of a truly personalised customer experience and shaping a satisfied customer. But at the moment, only 47% of marketers say they have a completely unified view of customer data.

For a 360-view of the customer at all times, you need to bring all of their data together and use AI to join the dots across all customer touchpoints, so you have all the context you need to provide a full tailored CX. 

Tools for personalisation


There is a whole range of ways to personalise effectively depending on your position in the business. For example:

  • If you’re in marketing, try personalised messaging to deliver relevant offers to your customers.

  • For customer service, predictive tools help agents solve problems before the customer has realised they exist.

  • AI can help automate manual, time-intensive tasks so sales reps can spend more time building valuable relationships with customers. Side note: sales reps report that they spend only a third of their time selling – we think that has something to do with less than half expecting to attain their quotas

But of course, customers don’t see any rep or agent as part of one of those departments. Rather, for the customer, any interaction with any department is an interaction with a single entity: your brand. So for a truly frictionless and personalised experience, you need a platform that breaks down silos and aligns and integrates those different functions.

Sound like a big task? We’re here to help. Salesforce CRM connects all of your data on a single platform so you can connect to your customers in a whole new way.

To gain a deeper understanding of how customer behaviours are changing, and how you can get ahead of them, check out the latest State of the Connected Customer report.