{"id":72027,"date":"2022-10-24T08:53:46","date_gmt":"2022-10-24T06:53:46","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=72027"},"modified":"2023-06-05T16:45:50","modified_gmt":"2023-06-05T14:45:50","slug":"make-it-personal","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2022\/10\/24\/make-it-personal\/","title":{"rendered":"Make it Personal Study: Consumers Claim “They Are Not a Number” #Adobepartner"},"content":{"rendered":"

Make It Personal is the title of Adobe\u2019s latest research on the subject of customer experience. In a nutshell, it concludes that it\u2019s time to put <\/i>CX<\/a> stereotypes to rest and deal with consumers as free human beings\u00a0rather than numbers\u00a0to put it in the words of Number Six<\/a>.\u00a0<\/i>The <\/i>Adobe Experience Conference<\/span><\/a> is approaching (London on\u00a0November 2, 2022, and in Paris, Munich, Amsterdam, Stockholm, Madrid and Milan). Let\u2019s take a dive into <\/i>Make it Personal<\/strong>, a study conducted and published by Adobe* for the occasion.<\/i><\/p>\n

Make It Personal Study: Today\u2019s Consumer Refuses to be Stereotyped<\/strong><\/h2>\n

\"Make<\/p>\n

*Disclosure: Adobe is a client of Visionary Marketing<\/em><\/p>\n

As a result of exploring the field of customer experience in\u00a0that survey, many preconceptions were debunked. European consumers want a new standard to be set; a relevant, real-time personal experience.\u00a0<\/i><\/p>\n

Companies need to treat consumers how they expect to be treated by seeing them for the unique persons they are.<\/em> So the question is:\u00a0How can you meet and exceed these increasingly complex expectations?<\/em><\/p>\n

<\/p>\n

Making It Personal<\/strong><\/h3>\n

Make It Personal<\/strong> shines new light on the changing demands of consumers. An Adobe survey was conducted in late 2022 across three European countries (the U.K., France, and Germany) to 6,000 unique individuals.<\/p>\n

Over the past two years, the only constant has been change, and marketing needs to adapt to meet these changes.<\/p>\n

Since the dawn of the digital age in marketing, there has been increasing demand in personalised experiences with brands.<\/p>\n

Though, we are reaching a point in the process where companies can no longer categorise a group of people.\u00a0<\/span><\/p>\n

Consumers are demanding unique personal experiences that are tailored to them.<\/p>\n

\n

From the moment we\u2019re born, we\u2019re placed into categories\u2009\u2013\u2009whether that\u2019s due to our age, background, or even personality types. But the human mind is infinitely more complex than these sweeping categories would have us think. From month to month and year by year, our habits and expectations subtly, and often irreversibly, alter and shift<\/p>\n

Alvaro Del Pozo, Vice President of International Marketing at Adobe<\/p><\/blockquote>\n

The Research<\/strong><\/h3>\n

As Professor Bobby Duffy says, \u2018This study shows that generational labels are next to useless as a basis for delivering the targeted services or products that today\u2019s consumer expects. We may enjoy similar cultural references to people who grew up at the same time as us, but fundamentally people increasingly expect everyone\u2009\u2013\u2009whether it\u2019s their peers, policymakers or brands they interact with\u2009\u2013\u2009to recognise, understand, and respond to their individual behaviour and preferences in-the-moment.\u2019<\/p>\n

So what does the research tell us?<\/p>\n

Rethink the Generalisation Approach<\/strong><\/h4>\n

The assumption that your personality is prescribed by the decade in which you are born is outdated. Companies need to rethink the generalisation of their consumers as people are embracing their authentic selves. As a result, consumers want brands to respect their capacity to make choices for themselves without restriction. In response, companies should guide and facilitate, not dictate and control based on generalisations.<\/p>\n

According to the research, 46% of people think that being labelled by their age cohort isn\u2019t relevant opposed to the 31% that do.<\/p>\n

\"Make
Age cohorts: useless consumers say<\/figcaption><\/figure>\n

Celebrate Customer Individuality and Identity<\/strong><\/h4>\n

The modern customer demands that brands see them for the individuals that they are.<\/p>\n

Brands should see customers as people, individuals with their own identity and unique personality and interests that most likely won\u2019t fit generalised categories.\u00a0<\/span><\/p>\n

According to the research, 73% of consumers want to be seen as individuals rather than a category.<\/p>\n

\"Make
\u2018I\u2019m not a number, I\u2019m a free man!\u2019 So are consumers talking to us and we\u2019d better listen<\/figcaption><\/figure>\n

Small Moments Outshine Grand Gestures<\/strong><\/h4>\n

Brands that truly understand their customers can create small moments of connection.<\/p>\n

Non-personalised big gestures don\u2019t make their customers feel special and they may not even interest them.<\/p>\n

Companies can do things like reserving a product for their customers that has been out of stock, or giving first dibs to a new line of clothing within the customers style.<\/p>\n

According to the research, 53% of consumers would rather receive regular thoughtful gestures based on their interests. In contrast to the 18% that prefer generalised one-off offers.<\/p>\n

\"Numbers\"
Forget about one-off promotions and Good Friday deals, what consumers want is love and dedication<\/figcaption><\/figure>\n

The Only Constant is Change<\/strong><\/h4>\n

It\u2019s within human nature for preferences and interests to change. Companies need to understand that and adapt their marketing strategies to be flexible to this fact.<\/p>\n

Rather than relying on old generalisations, brands need to be sure to keep relevant information and adjust as they notice changes in interests.<\/p>\n

According to the research, 78% of consumers say that their tastes change every few months. Meanwhile, 37% say they see themselves as very different to how they were 12 months ago.<\/p>\n

\"\"
Consumers\u2019 tastes are changing \u2026 all the time<\/figcaption><\/figure>\n

Consumers Want More<\/strong><\/h4>\n

Companies interacting with consumers based on old or inaccurate data are at risk of delivering a poor experience.<\/p>\n

Though a single misstep may not turn a customer away, each time it occurs it creates more distance between the brand and the consumer.<\/p>\n

This dismantles the trust that took a lot of work to build up over time.<\/p>\n

\n

According to the research, 75% of consumers say that brands are not doing well, or are inconsistent at keeping up with their preferences. In contrast, only 13% say that brands are doing well<\/p>\n<\/blockquote>\n

The New Experience<\/strong><\/h3>\n

Achieving this new standard isn\u2019t easy. From ensuring data policy to connecting experiences across every channel, meeting these changing consumer desires is a challenge. So, what is the right way to overcome these obstacles?<\/p>\n

Get to know the customers<\/strong><\/h4>\n
\n
\n
\n

The future of CX is more open than ever\u2009. A game-changing opportunity to those who move swiftly, with intent.<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n

Recognise that customer preferences grow and change<\/strong><\/h4>\n

People are going to grow, make sure you grow with them. The last thing consumers want are experiences that are not in line with their interests any longer.<\/em><\/p>\n

Focus on the Small Moments<\/strong><\/h4>\n

The way to a consumer\u2019s heart is through consistent and thoughtful interaction. This shows that the company truly values their relationship and understands the customer is a unique individual.<\/em><\/p>\n

Conclusion<\/h3>\n

Customer experience is evolving and consumer stereotyped needs are outdated. The digital economy continues to drive growth for businesses around the world today.<\/p>\n

In fact, this digital-first economy<\/a> should\u00a0reach one trillion d \u00a0ollars in the U.S. alone. The ability to achieve unique personalisation at a grand scale isn\u2019t an easy task, but is quickly becoming the new standard.<\/p>\n

A Two-Way Communication Flow<\/h4>\n

Companies need to create a valued two-way communication flow with consumers in order to stay ahead of the competition.\u00a0<\/span><\/p>\n

The key is to understand that consumers simply want bands to treat them like people, not numbers nor categories. Companies can utilise this to maintain a relevant relationship with their consumers.<\/p>\n

As Alvaro Del Pozo says:<\/p>\n

\n

There\u2019s a significant opportunity for brands to build their capabilities to deliver against these new expectations\u2009\u2013\u2009powered by data and applied in real time, with experiences that are scaled and personalised to grow and evolve alongside your customers. If you are serious about declaring your business as truly customer-centric, then this must become the new lens through which you view your customers<\/p>\n<\/blockquote>\n

https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2022-10-24-make-it-personal-Adobe-EN-mixdown.mp3<\/a><\/audio><\/div><\/div>

Podcast (english): Play in new window<\/a> | Download<\/a> (Duration: 8:00 — 4.1MB)<\/p>

Subscribe: Apple Podcasts<\/a> | Spotify<\/a> | Android<\/a> | RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Make It Personal is the title of Adobe\u2019s latest research on the subject of customer experience. In a nutshell, it concludes that it\u2019s time to put CX stereotypes to rest and deal with consumers as free human beings\u00a0rather than numbers\u00a0to put it in the words of Number Six.\u00a0The Adobe Experience Conference is approaching (London on\u00a0November …<\/p>\n","protected":false},"author":113,"featured_media":72058,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5141,4078,4069],"tags":[],"class_list":["post-72027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-adobe-marketing-en","category-crm-cx","category-digital-marketing"],"yoast_head":"\nMake It Personal Study: Setting a New Standard for CX<\/title>\n<meta name=\"description\" content=\"It's time to put the customer experience first, and that means putting consumer stereotypes to rest. 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