We know that customers want to feel as though they have received a personalised solution to their unique challenge. This was brought to light to me this week while I was looking into ordering some new business cards. I looked on both Vistaprint and moo.com. Both of these websites offer a service in which they will send out a sample pack of their products to prospective customers. The process of ordering these sample packs differed greatly on the two sites.
On Vistaprint, I was simply asked for my contact details so that the pack could be sent to me. However on moo.com, I was asked a series of questions so that the sample pack could be tailored to my needs. The questions were quick and simple to answer.
I noticed how my perception of these two companies had been affected by the differing approaches. I guessed that the value of the cards from moo.com would be more expensive. I felt that it would be worth paying more for their service as it had been tailored to my specific needs. I felt confident that their company was looking after me and that I would be happy with my purchase.
This is a similar phenomenon to when I have been assisted while trying on clothes in a fitting room. When an employee makes a comment along the lines of, “That blue colour really illuminates your skin”, then I feel as though I would be missing out if I did not buy the garment in question! How do you make sure your customers feel as though your service has been personalised to them?