If you have read any of the “2020 marketing trends and forecasts,” you will see personalization everywhere. And there is no doubt about it, customers demand a higher degree of personalization in the messaging and experience you deliver. But, they also expect consistency.
To create memorable experiences, your message must be grounded in a consistent core. Core messages that define and differentiate you from other companies, products and services that your prospects are considering throughout the buyer journey.
So, before you get all caught up in the personalization craze — make sure you have armed every customer-facing area of your business with a solid messaging foundation. Messages that serve as the foundation for all communication … across all channels. This will ensure that personalization remains rooted in a consistent set of messages that serve as the building blocks of your story — regardless of the medium or channel.
While personalization will continue to grow in importance, nothing will ever have a greater impact on your customer experience than predictability and consistency. In fact, according to a recent article in Forbes, companies that present their brand message consistently across all platforms increase revenue by 23%.