"In the past, customer service looked like this: If you were a big company, you could afford enterprise-grade technologies. And if you were a mom-and-pop shop, you were left to chitchat at the register. Now, things are different. Customer personalization tools are widespread and affordable. A bakery on the south side of Pittsburgh, for example, used one to send shoppers messages like: "Hey Jim, It's your birthday! Come have a pastry on us." A beauty salon automatically emailed a product offer based on the service a client just had. A fitness studio lured back members with motivational quotes and customized reengagement offers."
""Customer personalization is tailoring your website, marketing, messaging, or offers to an individual user based on their behavior, preferences, demographic information, and past interactions," says digital marketing consultant Chris Essey, who specializes in helping hyperlocal businesses. Related: 5 Innovative Ways to Give Your Customers the Personalized Experiences They Want He often equips his clients with the best tools for them. Here, he recommends his top four for small business owners."
""If I was to recommend just one out-of-the-box solution for any small business, it would be HubSpot," says Essey. It's easy to use and does just about everything you need: You can create different landing page content depending on the individual user, send personalized emails, write customized social posts, and capture customer data. "They also have a really good support staff.""
Customer personalization tailors website content, marketing, messaging, and offers to individual users based on behavior, preferences, demographics, and past interactions. Personalization tools have become widespread and affordable, enabling small businesses to deliver targeted messages and automated offers. Examples include bakeries sending birthday pastries, salons emailing product offers after a service, and fitness studios using motivational reengagement messages. HubSpot is presented as an all-in-one, user-friendly solution for landing page personalization, personalized emails, social posts, and customer data capture. Mailchimp is highlighted for targeted, behavior- and purchase-based email campaigns and drip sequencing.
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