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The Evolving Expectations of Personalization

Modern consumers have come to expect that companies will remember key information about them, from saving shipping addresses to which brand of dog food the vet recommended last year. 

The idea of retaining essential customer information is nothing new, but the ways in which we use that data can have wide-reaching impacts on different audiences. To begin with, personalized communications are not only welcome, but often expected. 

Findings from AgilOne show that the consumer pivot from appreciating personalization to expecting personalization hovers at 79 percent for American shoppers. 

Seventy-nine percent! Seventy-nine percent of American shoppers expect some level of personalized communications. That includes abandoned shopping cart reminders, knowing a customer's size, and remembering how long he or she has been a customer.

But when you drill down, it's the younger generation that has the highest expectations for personalization. For example, remembering a customer's birthday or their size - one in five in the 65+ crowd think you should know that information, while more than twice that amount of 18-24 year-olds expect it. 

As brands work to customize conversations with consumers, they should also be leveraging the readiness of certain demographics to share more personalized information. Preference management, the active collection, maintenance and distribution of unique consumer characteristics, such as product interest, communication channel preference and frequency of communication, is the best way to identify the wants and needs of your many different customers. 

Are you asking the questions your customers are ready to answer? Key groups of consumers are expecting you to engage with them - and if you're not reaching out to them, someone else might be. 






About the Author: 
Eric V. Holtzclaw is  Chief Strategist  of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hit bookstores last summer. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.



Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw

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