Part of the power of personalization is that it lets you treat others the way you’d like to be treated. And when we think about our own good digital experiences and valuable brand interactions, they’re typically timely, hassle-free and relevant. Personally, I like getting recommendations for items that map to my interests, and I get annoyed by irrelevant and repetitive experiences (repeating to call center agents what I just told the voice response system, getting email promotions for the same item I just purchased online, etc.).

With personalization, you can apply customer and prospect data to make each individual feel recognized, satisfied and more apt to buy – and do it at scale. A Forrester report published last week (titled “Use Personalization to Drive Loyalty and Customer Obsession”) notes: “Effective personalization establishes that win-win relationship: Your customers get a better experience, and you get access to the data you need to treat them better.” It’s mutually beneficial – the more you know about your audiences, the more helpful and impactful you can be, when you use that info wisely.

Personalization Results

In addition to creating a better overall customer experience, personalization is important because it drives results. According to that same Forrester report: “This tuning of consumer attention delivers immediate ROI for brands: All the companies we interviewed for this report saw measurable lift on personalized campaigns. [For example,] rewards members at a major pharmacy retailer converted 30% more than average with offers that were personalized.”

In our own annual trends research with Researchscape International, we’ve seen similar benefits: 90% of marketers report a lift in business results from personalization – and 58% experience lift greater than 10%.

Straight From the Horse’s Mouth

As valuable as it is to read studies and reports about the impact of personalization, it’s often even more helpful to hear from real users, who may be at companies similar to your own and who may be embarking on similar personalization journeys. At Evergage, we keep our Customers, Case Studies and Videos webpages up-to-date to provide insights into the successful campaigns companies are deploying, along with their results and advice.

We’re excited to share a brief (3-min.) new video, embedded below, with insights from 3 customers: multinational software company Citrix, whose solutions help customers reimagine the future of work; CIEE, a non-profit study abroad and intercultural exchange organization; and Quick Base, providers of a low-code, application development platform.

Here are some brief excerpts and insights on how they’re using personalization, with more detail in the full video below.

  • Demand Generation at Citrix: Citrix uses personalization and customer data platform (CDP) technology to recognize each customer or prospect who visits the Citrix site; understand their interests and affinities; and deliver relevant, in-the-moment experiences – directing online visitors to the best content for them, based on their interests and stage in the funnel. According to Bobby Martenfeld, web optimization manager at Citrix: “Today, we are delivering personalized experiences to thousands of users daily when they come to our site. And within that group of users that we’re personalizing to, we’ve across the board seen increased engagement, increased conversion compared to our site-wide averages.”
  • Machine-Learning Recommendations at CIEE: CIEE uses online personalization to communicate with its audiences on a 1-to-1 level, including using machine-learning-driven recommendations to help students find study abroad programs (from a catalog of 200+ possibilities) that fit their unique interests and needs. According to Giscard James, director of digital marketing at CIEE: “Once we were able to demonstrate that Evergage was able to generate over 80 percent of participants that were acquired by a specific campaign that had at least 8 different channels that we were marketing on, it was clear that we needed to start paying more attention to personalization – and using that across the board, where applicable, in our campaigns.”
  • Bounce Prevention at Quick Base: With website personalization, Quick Base has increased leads, opportunities and wins. For example, a personalized exit-intent (bounce-prevention) message drove 540 new leads, 50 new opportunities and 4 new wins within the first 6 months. According to Sunniya Saleem, head of demand generation and digital marketing at Quick Base: “Some of the things that we’ve actually seen are a dramatic increase in our number of leads. And now, we’ve seen also that that’s starting to result in opportunities for us. So, overall, for us, adding a different offer and then using exit intent as a strategy has led to an increased flow in our demand gen efforts.”