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In today’s digital age, where transactions are increasingly conducted through screens and algorithms, it’s easy for the human element to get lost in the shuffle. However, restoring the personal touch to your online business can be a game-changer. Let’s delve into why this matters and how you can accomplish it effectively.
Table of Contents
Understanding the Digital Dilemma
There are more than 126 billion websites where you can buy anything from disposable diapers to furniture. More business is done online in one month than France has done in the last ten years. You can email anyone on Planet Earth in less than 15 seconds.
Those are algore facts – meaning I just made them up. My point is, we’re living on a planet that gets more wired every day. As the commercial says, “We’re changing everything.” Maybe not. Some things never change, or maybe I should say they shouldn’t change.
You can buy designer shoes online and deliver them to your door or desk. You can also go to a shoe store and get personal attention from the sales associate, get the shoes properly fitted, chat about one thing or another, and leave with your purchase. Which is the more satisfying experience? Unless you’re a serious Type-A personality, it’s got to be the latter – and maybe even then.
Why? You got personal service from someone who at least seemed interested in your wants and needs and took pains to satisfy you. In the former situation, if the shoes prove unacceptable, you must email the vendor for a return authorization and ship them back—about as personal as a parking ticket. At the store, you know how happy you’ll be before you leave and maybe how much your feet will hurt.
Am I a Luddite advocating the abandonment of the web as a commercial platform? Not hardly. I’m suggesting there are ways to combine technology with attention to the individual.
Benefits of Restoring Personal Touch
The shift towards online commerce has undoubtedly revolutionized the way businesses operate. However, it has also presented challenges in maintaining a personalized touch. Automated processes and standardized interactions can create a sense of detachment, leaving customers feeling like mere numbers in a database.
Restoring the personal touch to your online business offers numerous benefits. It allows you to create memorable customer experiences, fostering loyalty and repeat business. Personalized interactions also enable you to understand customer needs and preferences better, leading to more targeted marketing efforts and higher conversion rates.
Strategies for Implementing Personal Touch
Here are some ways you can restore a personal touch to your online business:
1. How inviting is your homepage?
Is it friendly, easy to read, and reassuring? Reassuring? Yep. You doubtless know there are many more people wary of buying on the web than those who do so fearlessly. So you need to put them at ease from first contact, just as you would greet and welcome people entering your store. Empathize with them regarding their concerns (riptoffphobia, I believe), act accordingly, and you will improve your return.
My unscientific poll of web surfers confirmed my suspicions: People are put off, even threatened, by an abundance of whirling doodads, flashing thingamajigs, and critters popping in and out all over a site. You won’t be able to provide personal service if they don’t stay a while. You have to set the scene in the first ten seconds. How about a text-only welcome message that pops up while the site loads?
2. Examine the text on your website through the eyes of a prospective customer.
Bear in mind that the prospect couldn’t care less about what you want to sell, only what will satisfy his/her needs and wants. Pages of variations on “BUY NOW!” will seldom be read, much less acted upon. The questions the prospect usually asks are, “What’s in it for me; what will it do for me?” and “How much is it?”. Do you have some rewriting to do?
3. Don’t disappear behind your autoresponder.
It can be a good and valuable marketing tool, but that’s all it is: a tool. People aren’t normally emotionally involved with a hammer or a clock radio – they’re just tools.
Your autoresponder cannot replace you and your attention to your prospect. Your sales letters may be warm and fuzzy while still pushing your product or service, and they are probably as personalized as you can make them. Terrific! But they’re still “just” sales letters – very important, but no substitute for you.
A thought (I have them sometimes…): When a prospect opts out of further autoresponder mailings, email her/him and ask if you can be of service or help find what she/he wants. It may just be the person who recognizes and objects to electronic bulk mail and will buy with some personal attention. Don’t harass them, of course.
4. Seek feedback.
Don’t assume that just because you’ve provided a place to email a prospect, you will do so. Be proactive (sorry, corporate buzzword), not passive. Ask your prospect what he/she wants, thinks, or has questions about. Ask the person to drop you a note (Doesn’t that sound more personal than email me? It does, too!) and be certain to respond within twenty-four hours. At the very least, you might learn about something that needs your attention.
5. Publish an address and phone number where you can be reached.
Are you crazy, Butler? Not necessarily. I think doing so is a strong personal statement. It says, “I’m available to help you. I have nothing to hide, and I’ll happily talk with you.” It’s a potent confidence-builder. You don’t have to plaster it across every page in foot-high characters; make it easy to find. I think it is highly unlikely you’ll get many calls or snail mail.
You’ll think of other ways to humanize your online business. By all means, use the latest technology, if you wish. Just keep in mind you’re asking people to part with their money and they want to know they’re dealing with a real person in case there’s a question or problem. And that person is you.
FAQs on Restoring Personal Touch
How can I personalize my online business without sacrificing scalability?
You can personalize your online business without compromising scalability by leveraging technology such as AI and data analytics. These tools allow you to automate personalized interactions based on customer data, ensuring efficiency and scalability while delivering tailored experiences.
What are some common challenges in implementing personalization?
Data privacy concerns, technological limitations, and resistance to change are common challenges in implementing personalization. Overcoming these hurdles requires careful planning, transparent customer communication, and investment in robust data security measures.
How can I measure the success of my personalization efforts?
Key metrics for evaluating the success of personalization efforts include customer satisfaction scores, repeat purchase rates, and engagement metrics such as click-through rates and time spent on site. Tracking these indicators over time can help you gauge the impact of personalization on your business.
Are there any ethical considerations to consider when personalizing customer interactions?
Yes, there are ethical considerations to consider when personalizing customer interactions. It’s essential to prioritize transparency and respect customer privacy by obtaining consent for data usage and providing clear information about how their data will be used to personalize their experience.
What are some emerging trends in personalization for online businesses?
Emerging trends in personalization for online businesses include the use of augmented reality (AR) and virtual reality (VR) to create immersive and personalized experiences for customers. Additionally, hyper-personalization techniques, such as real-time personalization and predictive analytics, are gaining traction in the industry.
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