Tinaye Agere
Cresencia Chiremba
Picture this: It is winter time and you decide to visit your regular favourite coffee shop at Avondale shopping centre.
As soon as you walk into the coffee shop and you are ushered to a free table, the waiter walks up to you and greets you with a genuine warm smile.
Before you place your order, the same waiter asks you if you would like your usual black hot Tanganda tea with a shot of fresh lemon juice.
Or think of the happiness you get when you receive a personalised birthday message from your bank, along with a lunch voucher.
These gestures may be small, but are meaningful examples of personalisation in customer service – practice that should be a tradition in any organisation that wants to stay on top of their customers’s mind.
I have noticed that in the business community, personal communications are valued and when embraced they seem to create experiences that are generational and resonates with people of different eras.
Whether it is your local tuck shop remembering your favourite brown bread or your insurance company offering tailored insurance advice, personalised customer service has proved to have the ability to transform ordinary transactions into extraordinary unforgettable transactions.
Today, let us explore the benefits of personalisation and how Zimbabwean companies can ride on this aspect to enhance customer satisfaction and loyalty.
Strategies to implement personalisation
Collect and analyse customer data
Firstly, organisations who are serious about personalising their service must gather relevant customer data.
This is done through checking purchase history, preferences, feedback and interaction history.
That is why some organisations record customers’ calls for later use in their marketing or customer service purposes.
Businesses can also use (CRM) systems to store and analyse this data. For example, a supermarket chain in Zimbabwe can use loyalty programmes to collect data on customer preferences and shopping habits.
Segment your customers
After collecting data, segment the customers into different groups according to their preferences, behaviours, and needs. This will allow you to tailor your services to each segment.
For example, a travel and tours agent can categorise clients into adventure seekers, family travellers, business travellers, and offer personalised travel packages to each group.
Personalised communication
The data gathered can be used in communication.
Address customers by their names and tailor your messages to their preferences.
For instance, a massage café in Belgravia can send personalised body massage appointment reminders and service recommendations based on a customer’s previous visits.
Offer customised solutions
Provide solutions that are tailored to the specific needs of each customer. This can involve offering personalised product recommendations, customised pricing plans, or tailored support.
For example, an insurance company can offer personalised insurance plans based on customer’s lifestyle and risk profile.
Train your staff
Ensure that your staff is trained to deliver personalised customer service. This includes understanding the importance of personalisation, using customer data effectively, and interacting with customers in a personalised manner.
For instance, a butchery in Hwange can train its staff to remember regular customer meat cuts or type of meat preferences and greet them by name.
Leverage technology
Use technology to enhance personalisation. This can include using chatbots to provide personalised support, implementing AI driven recommendation systems, and using data analytics to gain insights into customer behaviour.
For example, an e-commerce platform in Zimbabwe can use AI to recommend products based on customer browsing history.
Examples of personalisation in Zimbabwe
Retail sector: This sector is facing stiff competition from the people selling thrift and imitations, hence the use of personalisation can ease the competition.
For instance, a local clothing store can use customer data to offer personalised styling advice and exclusive discounts to loyal customers.
By remembering customers’ sizes, favourite brands or designer makes, and past purchases, this can be used by the store to create a unique shopping experience.
Hospitality industry: Hotels can give guests better experiences by personalising services.
This includes remembering guests’ room preferences, offering personalised welcome notes, and providing recommendations for local attractions based on guests’ interests.
Banking sector: Banks in Zimbabwe can offer personalised financial advice and customised banking solutions.
Through analysing customers’ financial behaviour, banks can recommend suitable investment options, savings plans, and loan products.
Telecommunications: Telecom companies can personalise their services based on customers’ usage patterns, like offering a data plan to a customer who frequently uses mobile internet for streaming or online learning.
Cresencia Marjorie Chiremba is a marketing consultant with a strong passion for customer service/experience. For comments, suggestions, and training, she can be reached at [email protected] or at +263 712 979 461, 0719 978 335, 0772 978 335
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