There are many reasons why an organization may choose to personalize. It can increase engagement, drive conversions, foster loyalty, and improve a number of other KPIs. But at the broadest level, personalization is important because in today’s world, people have come to expect personalization.
For instance, many people use a music streaming service like Spotify every day. Users have come to rely on the personalized playlists that Spotify curates for them based on a careful observation of what they’ve listened to before.
The same can be said for watching TV shows and movies through Netflix. With all the content that’s out there competing for viewers’ attention, platforms sift through it all to make recommendations for each subscriber, saving them time and improving satisfaction with the services.
Even if you don’t use Spotify and Netflix regularly, you can probably still appreciate that personalization is essential to a modern customer experience. Generic experiences fall flat when compared to experiences like those.
Salesforce’s third edition of the State of the Connected Consumer report found that 64% of customers expect tailored engagement based on past interactions, but 52% of customers say companies are generally impersonal. It also found that 71% of customers expect companies to communicate with them in real time.
And marketers have recognized that their customers demand personalization. Data shows the vast majority of marketers believe that personalization helps advance customer relationships, while 92% believe that their prospects or customers expect a personalized experience.
In other words, personalization is important to both customers and marketers today. At Salesforce, we believe that it will only become more important in the future — so it’s something to invest in today.