Introduction
An overview of the many businesses today reveals the nature of their personalized content to their customers, offering them a competitive advantage in marketing. Personalized customer services through mass media platforms and adverts focus on technological aspects in capturing the specific audience for specific people who might be potential customers in the future. For example, an advertisement on the cooking floor has been seen before while viewing a video on YouTube, which might likely be tailored to meet the need of the viewer. However, it is noted that the various ads employ a high level of technology in knowing the specific audience and treating them correctly to establish the brand image, better user experience, and ensure that they feel valued. The most common way for most customers to perceive personalized customer care is through their names addressed through customer services, their call and messages are answered appropriately, and their needs are addressed according to the various demands. For instance, a retail business calling for company goods expects to be treated with the utmost respect, their needs addressed, and proper communication that addresses their needs facilitated. The employment of personalized customer care in business is essential in driving profits and ensuring the highest customer experience.
All business needs to understand the nature of their customer and formulate different ways to address their needs on a personalized level. The service desk ought to recognize customers’ various characteristics and profiles and interact with them to improve the brand image. Like marketing, personalized customer services are likely to lead to higher sales and offer many benefits to the business. Amon these, the two sides of the business experience satisfaction and enjoy interacting with the business where their needs are addressed.
Other Firms with Personalized Customer Care
A case study of women in Malaysian reveals a vital understanding of the various customer needs among the businesses in establishing personalized customer care. The glass ceiling is removed according to the research undertaken among the women managers who recommend the strategic move (Dimovski et al., 2010). Likewise, any business that wants to thrive must work on its customer-centric approach and offer various recommendations based on the needs. For example, the existence of a glass ceiling in Malaysia inhibits the promotion of female managers inhibiting their career development (Man et al., 2009). As part of the research, various recommendations, such as mentoring, ensure that the needs of women managers are considered leading to satisfaction and improved performance.
The Coca-Cola Company has established a unique way of connecting with its customers through research and personalized customer care through understanding their various needs. In one of the aspects, the firm has addressed the need for personalized services through branding and pricing, meeting the various needs of its customers. One value embraced throughout their products is the culture of kindness with messages of hope and optimism. Data collected drives the firm to increase sales where it utilizes technology such as emails sent to specific clients using their names. Down these are the specialized products according to the customers’ needs, such as selling healthy drinks and energy drinks for high-performance individuals like athletes (Abdel, 2021). For example, sharing a Coke is a unique personalization that attracts many youths towards the campaign and boosts the firm’s popularity leading to higher sales and achieving the marketing objectives. In addition, customer service collects data leading to the personalization of the various products and involving the customers with their products. The Coca-Cola name-printed soda bottles led to enormous customer impressions making various customer feel appreciated and satisfied in finding their names labeled on their products.
Amazon achieves personalized customer care through direct linking to the customers in its messaging and product branding. Technology is deployed through automatic product recommendations and tailored products combining different products based on consumer experiences (Ansari et al., 2019). A more straightforward process is done through emails, segment-based adverts, visualization, and using customer service applications to connect with customers. An example is Amazon products, and good personalization involves using modern technology in machine learning, increasing the level of experience and satisfaction.
Netflix utilizes personalized images in their video streaming and shows to ensure that the consumer experience is improved. One of the factors observed with Netflix is its capability to collect and utilize the data in creating personalized content using algorithms and various recommendations. Based on searches and customer data, the Netflix company would commercialize tv shows and movies, which are top searches among clients. In addition, the top teaser images are used the appease the customers increasing their user interest while watching their tv shows and movies.
Profiting
Personalized customer service is the ultimate goal of business diversity and ensuring equality. Collecting data from the customer ensures the firm is familiar with the environment and addresses the needs of its customers and how they would like to be treated equally (Kemper et al.,2018). Some aspects are diverse products and services from the same company, which leads to higher customer satisfaction and a solid connection to the business. For example, the Coca-Cola name on the bottle created a diverse culture of gender equality by naming both genders (Abdel, 2021). In addition, diversity continues to be achieved through the various levels of products according to the client’s needs, leading to higher sales and strategic marketing positioning. Diversity and cultural awareness lead to personalized growth in the business through profitability and productivity, where customer needs are addressed.
Another critical advantage of personalized customer care is the various benefits accrued to the customers leading to customer satisfaction. For example, tailored products like healthy drinks for people with diabetes create a more appreciative customer experience leading to fewer complaints. As a result, most customers are willing to remain as potential buyers for a company that understands their needs. The business, therefore, gains a competitive advantage through better leads and wins many customers who prefer to go for substitute products (Wilson, 2014). As a result, the firms can achieve the marketing goals such as higher leads, increased market share, profitability, and sales. Customer loyalty is achieved through personalized customer service where the various customers feel appreciated and know they can reach out to the business and address their concerns. As a result, the business can retain old customers and attract new creating another poor market that the competitors might not achieve.
Hidden Costs
The business organization has a role in ensuring personalized customer service and a great experience. One of the hidden costs entails the creation of personalized profiles and the hiring of center managers. The agents must selectively collect and use data to manipulate better customer experience. In addition, businesses need to allocate funds to using new technologies such as machine learning and virtual assistance and ensuring that the customer gets the best services and is satisfied. Business incurs huge investment costs in addressing customer needs, such as building healthy drinks and tools to ensure customized messages are sent to different customers.
Conclusion And Discussion
The need to increase a higher level of customer service would pose the need for any business to ensure cultural integration in its business and understand the various cultural needs of its customers. Most firms have to customize their services according to the nature of their customers. For example, among the meat processing companies, there is a need for customer service to understand that most Muslims would not relate their experience with pork and therefore adjust to their concerns. Conversely, firms, like in Spanish nations, have to release their service to friendliness and ensure that customer service supports the various needs of the consumers. Despite the hidden costs of employing personalized customer care, a vast benefit exists due to the various methods utilized. For the consumers and customers, the business would offer various products and services according to their needs leading to higher satisfaction. In addition, they would access information and data from the various sales and customer care agents, making it easier for them to access business products and services. In a nutshell, the business expands its markets and becomes profitable and sustainable over the long run through the new pool of markets, which offers equity and diversity.
References
Abdel Monem, H. (2021). The effectiveness of advertising personalization. Journal of Design Sciences and Applied Arts, 2(1), 114-121.
Anshari, M., Almunawar, M. N., Lim, S. A., & Al-Mudimigh, A. (2019). Customer relationship management and big data enabled: Personalization & customization of services. Applied Computing and Informatics, 15(2), 94-101.
Dimovski, V., Skerlavaj, M., & Man, M. M. K. (2010). Comparative Analysis Of Mid-Level Women Managers’ Perception Of The Existence Of ‘Glass Ceiling’ In Singaporean And Malaysian Organizations. The International Business & Economics Research Journal, 9(8), 61-77. https://kean.idm.oclc.org/login?url=https://www.proquest.com/scholarly-journals/comparative-analysis-mid-level-women-managers/docview/749230648/se-2
Kemper, L. E., Bader, A. K., & Froese, F. J. (2019). Promoting gender equality in a challenging environment: The case of Scandinavian subsidiaries in Japan. [Gender equality in a challenging environment] Personnel Review, 48(1), 56-75. https://doi.org/10.1108/PR-02-2017-0035
Man, M. M. K., Skerlavaj, M., & Dimovski, V. (2009). Is There a ‘Glass Ceiling’ for Mid-Level Female Managers? International Journal of Management and Innovation, 1(1), 1-13. https://kean.idm.oclc.org/login?url=https://www.proquest.com/scholarly-journals/is-there-glass-ceiling-mid-level-female-managers/docview/89163647/se-2
Wilson, E., M.A. (2014). Diversity, Culture, And The Glass Ceiling. Journal of Cultural Diversity, 21(3), 83–9. https://kean.idm.oclc.org/login?url=https://www.proquest.com/scholarly-journals/diversity-culture-glass-ceiling/docview/1560769585/se-2
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