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Personal Touch and Humanized Messaging For Relationship Building


In an increasingly automated world, human connection and personalization remain pivotal for earning customer loyalty over time. Thoughtful personal touches across campaigns and touchpoints demonstrate genuine care and relationship investment.

This guide explores tactics for weaving personalization and humanized messaging throughout communications and interactions. We’ll cover:

  • Researching customer interests and preferences
  • Incorporating personal details
  • Automating personalization
  • Crafting compassionate communications
  • Empowering employees to personalize
  • Training staff on rapport building
  • Tracking sentiment and engagement lifts

Delighting customers through personalization fosters emotional bonds beyond transactions, leading to lasting retention and referrals. Let’s dive in!

Researching Customer Interests and Preferences

Personal outreach requires understanding target recipients. Compile insights on customers like:

Demographic Data

Gather basic personal and firmographic details like job titles, location, company size etc. to generally segment audiences.

Psychographic Profiles

Note interests, hobbies, values and personality traits related to targeted customers where possible.

Purchase and Activity History

Compile data on past transactions, feature usage, and engagement metrics to identify trends.

Communication Preferences

Record opt-ins, engagement rates, and channel preferences like email vs. phone outreach.

Feedback and Requests

Aggregate customer questions, concerns and requests gathered from surveys and support interactions.

Event and Milestone Tracking

Mark birthdays, anniversaries, past orders and other events for timely personal follow-ups.

Social Media Activity

Monitor social feeds of engaged users to get a pulse on current interests and happenings.

Incorporating Personal Details

With robust research gathered, integrate personal details throughout outreach. Consider:

Mentioning Names

Use first names prominently in subject lines and greetings in communications.

Referencing Past Interactions

Jog memories by briefly recapping how you previously engaged.

Sending Gifts for Events

Mail cards, offers or small promotional products for customer birthdays or anniversaries.

Tying Offers to Interests

Tailor special promotions and content recommendations based on known hobbies and preferences.

Following Up on Issues

Circle back proactively after support cases are closed to confirm satisfactory resolution.

Thanking Loyal Customers

Send customized “thank you” messages recognizing long-tenured, high-value patrons.

Checking In Post-Purchase

Contact buyers after major transactions to ensure products and services meet expectations.

Automating Personalization

Automation and AI enable scaling tailored outreach across larger customer bases.

Build Individual Profiles

Centralize insights on each identified customer within CRM or marketing systems for easy reference.

Tag Based on Attributes

Append tags for interests, behaviors, demographics, etc. to customer records for segmentation.

Track Lifecycle Stage

Label customers based on where they fall within onboarding, retention, dormancy, advocacy etc. phases to customize journeys.

Set Up Segmented Campaigns

Create email, messaging, and push notification tracks tailored to groups based on their attributes and stages.

Personalize at Scale

Use merge tags to plug custom details into communications for mass audiences.

Recommend Relevant Content

Automatically suggest blog posts, offers, etc. aligned to interests using collaborative filtering algorithms.

Prioritize High-Value Outreach

Detect top tier, high-risk, and specialist users for more frequent, premier level outreach.

Crafting Compassionate, Humanized Communications

Beyond personal details, ensure language and tone establish human connections.

Lead with Empathy

Express understanding and shared perspectives on customer needs and challenges.

Use Informal Language

Adopt a conversational tone using contractions, informal phrasing and natural punctuation.

Share Stories and Anecdotes

Weave in relevant stories, photos, and anecdotes that customers relate to.

Be Transparent About Operations

Pull back the curtain on internal processes and teams to humanize your business.

Convey Shared Values

Discuss social causes, community initiatives and values you have in common with customers.

Ask Thoughtful Questions

Pose open-ended questions encouraging reflections beyond surface-level preferences.

Spotlight Specific People

When possible, have outreach come directly from or refer to actual people customers interacted with.

Empowering Employees to Personalize

Equip staff across teams to personalize interactions through:

Access to Customer Insights

Grant all customer-facing roles access to centralized relationship data to inform conversations.

Flexible Page Content

Allow sales and service reps to dynamically customize website pages with offers and messages while browsing with customers.

Toolkits of Personalization Assets

Provide templates and resources to easily tailor conversations like personalized videos and gift cards.

Autonomy to Resolve Issues

Empower staff to independently resolve customer issues with credits, upgrades, rush shipping etc.

Recognition for Going Above

Celebrate employees who go notably above-and-beyond personalizing engagement with customers.

Advanced Relationship Building Training

With empowerment, provide training to further enhance employees’ personalization skills. Cover topics like:

Active Listening Techniques

How to intently listen, ask probing questions, and reflect back key details.

Reading Emotions and Body Language

Tips for picking up on unspoken cues from facial expressions, tone and demeanor.

Developing Rapport

Best practices for breaking the ice, building connections and establishing mutual comfort.

Expressing Empathy

Phrases, framing and delivery for conveying understanding of customer mindsets.

Matching Communication Styles

Strategies for mirroring the communication pace, format and language of different personality types.

Delivering Tough News

How to communicate unfortunate messages or pushback with sensitivity and care.

Ongoing Relationship Nurturing

Guidance on checking in, expressing appreciation, and re-engaging customers over time.

Tracking Impact on Sentiment and Engagement

Quantifying results provides insight into personalization effectiveness. Relevant metrics include:

Sentiment Analysis

Monitor how personalized outreach affects the sentiment levels expressed in customer surveys and conversations.

Engagement Lifts

Compare open, click through, and response rates for personalized messaging vs. generic campaigns.

Conversion Increases

Track the impact of personal details and custom offers on increasing sales and conversion rates.

Retention and Loyalty

Correlate personalization efforts with improvements in customer retention, lifetime value and share of wallet.

Relationship Ratings

Survey customers regularly on level of trust, connection and bond felt with your brand.

ROI on Efforts

Weigh additional revenue driven by personalization initiatives against costs of execution to determine ROI.

Key Takeaways

In an increasingly robotic world, the human touch remains paramount. Make personalization a priority by:

  • Compiling extensive customer insights and preferences
  • Weaving personal details throughout automated and live engagements
  • Crafting communications with compassion and humanity
  • Empowering all employees to customize interactions
  • Providing advanced relationship training
  • Tracking impact on satisfaction and loyalty metrics

Personalization demonstrates you see customers as valued individuals, not faceless transactions. Done right, it forges connections that resist disruption for the long term.


By Dani Davis

Dani Davis is the pen name of the writer of this blog with more 15 years of constant experience in Content marketing and informatics product, e-commerce niche.

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