6 Personalisation Strategies to Make Your Customers Feel Valued
Today’s consumers have plenty of choices. From online stores and service providers to social media ads and newsletters, customers face a steady stream of competing messages and offers every single day. As a result, it’s become increasingly tricky for businesses to cut through the noise and grab their attention in a meaningful way.
One solution to this is personalisation, which, as we’re sure you’ll have long realised, goes beyond simply using a customer’s first name in every interaction. It’s about thoughtfully tailoring experiences so customers feel genuinely seen and understood. When done right, it can transform how your brand is perceived by existing and potential customers. Eventually, it can help convert first-time transactions into long-term relationships. Indeed, for any business looking to strengthen their digital marketing strategy in NZ, personalisation can provide a competitive edge, and our digital marketing agency can help you with that.
Now, let’s dive into some proven ways to get personal with your customers–without getting weird about it.
1. Understand Your Customer Beyond the Basics
Personalisation starts with properly addressing your customers, so make it a point to know their names. Just don’t overdo it, or you’ll end up sounding like a game show host: “Thanks, Matt. Want a flat white, Matt? Great choice, Matt.” That gets old really fast, and it will soon start feeling like you’re one of them pushy sales bots rather than someone who actually cares about customers. Instead, drop names when it feels right, not like you’re ticking off a checklist.
Go further by understanding what your customers care about, what drives their decisions, and how they prefer to engage. You can do this by leveraging past purchase data to build well-rounded customer profiles. Are they into sustainable products? Do they wait for sales? Would they jump on a limited-edition dog hoodie the moment it drops? These insights let you create content and offers that feel genuinely relevant.
And finally, keep your messaging local and relatable. A casual tone with subtle nods to Kiwi culture, for example, can go a long way. After all, nobody wants to be treated like customer #347. They want to feel like a real person buying a product, asking a question, or simply reaching out.
2. Use Dynamic Content to Deliver Personalised Experiences
Dynamic content allows visitors to create their own journey. Instead of a one-size-fits-all message, your website, emails, or app can adapt based on who’s visiting and what they’ve done before.
That could mean showing different homepage banners based on browsing habits or sending emails with product suggestions tailored to past purchases, as if you’re saying, “Yes, we did notice you have excellent taste in linen bedding.”
It’s especially powerful when you refer to previous interactions. If someone’s already bought a camera from you, suggesting accessories or offering tips on using it says, “Hey, we remember you, and we’re here to help,” not, “Wait, who are you again?” This kind of follow-up builds trust and makes the customer feel like more than just another order number in the system.
So, how do you deliver dynamic content in practice? Start by integrating customer data tools like Customer Relationship Management (CRMs), email marketing platforms, and website analytics. As touched on earlier, you can track user activity and preferences, like what pages of your website they visit, what they leave in their cart, or what they’ve purchased before. Then, use this data to set rules or triggers. For example, if someone frequently browses eco-friendly products, you can automatically highlight sustainable options or eco-tips in your marketing emails for them. It’s like having a digital shop assistant who remembers their preferences, but without the awkward small talk.
3. Meet Customers on Their Preferred Channels
Let’s face it, everyone has their own way of staying in touch. Some prefer to interact with businesses through emails, while others only check messages when Instagram reminds them they’ve got DMs waiting. Meeting customers where they want to talk makes your communication feel a whole lot more personal.
This means offering multiple channels like email, SMS, chat, or even social DMs (as long as it’s not 3 a.m., unless it’s urgent). Letting customers choose their preferred method of contact empowers them and makes it easier for you to have meaningful interactions.
If someone reaches out via Instagram, respond there. If they signed up for SMS alerts, don’t bombard their inbox with emails about the same promo. Channel preferences are a form of personalisation that’s easy to respect, and customers notice when you get it right.
4. Train Frontline Staff to Deliver Personalised Interactions
While algorithms are useful, nothing beats the human touch, and your customer-facing team plays a big role in delivering the kind of personalisation people actually appreciate. With that in mind, train your staff to respond like real humans, not walking scripts. Sure, the classic “How may I help you today?” still has its place, but sometimes what’s really needed is a bit of empathy, humour, or just a more natural response.
It also helps to equip your team with the right customer insights, where appropriate. Knowing whether someone is a first-time shopper or a long-time VIP can change the tone of the conversation. If a repeat customer returns, even a simple, “Thanks for shopping with us again!” can make them feel recognised. These small, unscripted moments help build rapport, and often the difference between a one-off sale and a loyal customer.
5. Leverage Customer Feedback and Act on it Quickly
Asking for feedback is great, but it’s even better when you act on it quickly. Whether it’s a glowing five-star review or a more constructive comment, customer feedback offers valuable insights that can help you personalise and improve the experience.
If someone had a less-than-ideal interaction with your business, make sure to respond promptly and take the time to investigate what went wrong. Even a simple message like, “We’re really sorry that happened. Rest assured, we’re looking into it,” lets them know their voice matters. On the flip side, if someone leaves a positive review, don’t forget to thank them. A little gratitude goes a long way–and who knows? That simple expression of thanks might just turn into another sale down the road.
6. Create Personalised Loyalty Programs
If you’re going to reward loyalty, you might as well make it personal. Generic points-for-purchases programmes are fine, but adding layers of relevance makes them way more engaging. Think birthday discounts, exclusive perks based on past purchases, or early access to products you know they’ll love.
A personalised loyalty programme says, “We remember you, and we value your business,” without needing to shout it from the rooftop. Bonus points if you can add a local touch, like rewards that can be redeemed at favourite neighbourhood cafés or local events. With thoughtful rewards like these, your customers might just tell their mates about your brand.
Final Words
In a world where there’s an abundance of options, personalisation helps your brand stand out. It also makes your business relevant and relatable. Essentially, personalisation is all about understanding what your customer needs and treating people like, well, people.
If you’re ready to elevate your brand’s customer experience through smart, human-centred personalisation, we’d love to help. We at Author believe in crafting tailored strategies that connect, convert, and leave a lasting impression on your customers. Don’t hesitate to contact us and enquire about how we can make your brand feel more like “you” and help your customers feel more valued.
A note
Henry Blackwell
Henry Blackwell is a marketing professional. He has spent the last 10 years working in-house and within agencies, growing profitable businesses through brand and customer-centric digital marketing in New Zealand, Australia, the United States, the United Kingdom and Europe.
“My approach to marketing is a combination of heart and head. My heart brings an empathetic and intuitive approach to deeply understanding the qualitative requirements of marketing that many simply do not care to do. My head brings an analytical mindset that leverages data-driven insights to deliver profitable performance for the businesses I work with.
This skill set allows me to deliver systematic customer acquisition, conversion, and retention.”
– Director