Enhancing customer journeys: The role of personalization [Irit Levi interview]

In today's rapidly evolving e-commerce landscape, personalization has become more than just a trend—it's a necessity. On the latest episode of Click To Buy, we had the pleasure of speaking with Irit Levi, CEO and Chief Strategist at Day by Day. Irit shares her insights on how personalization and automation can transform the customer journey, making customers feel unique and valued.

Who is Irit Levi?

Irit Levi is a seasoned expert in automation and technology with over 15 years of experience. As the CEO and Chief Strategist at Day by Day, she helps coaches, creatives, and consultants scale their businesses by focusing on scalability beyond just software. Irit's extensive knowledge, demonstrated by her testing of nearly 1,000 tools, makes her a leading voice in the field.

The power of personalization in the customer journey

To get the full episode, listen in via Spotify or watch the video version on YouTube:

1. The importance of personalization

Personalization is crucial in today's customer journey because it makes customers feel unique and valued. As Irit explains, "Your clients and your customers want to know that you see them and you hear them and you're there for them. And that's what personalization does for you."

Personalization goes beyond just knowing a customer's name. It involves understanding their preferences and behaviors to provide a tailored experience. Irit uses the example of in-app messaging tools like Aampe, which cluster users based on behavior to deliver personalized content.

2. Balancing personalization and privacy

While personalization is essential, businesses must balance it with privacy. Irit warns, "We don't want to give the client that scary eerie feeling of we know you, we're watching you, we're stalking you."

Collecting data is necessary for personalization, but it's crucial to avoid making customers feel uncomfortable. Tools should be used to enhance the experience without overstepping privacy boundaries. A thoughtful approach to data collection and usage is key.

3. Implementing automation effectively

Automation is vital for creating a smooth customer journey. Irit shares, "Personalization and automation go hand in hand. If you have an e-commerce store, a certain level of automation is 100% necessary."

Automation can streamline processes like order confirmations, shipping updates, and customer support. Irit highlights a personal experience with a flower delivery service that used automation effectively to keep her informed and satisfied throughout the purchase process.

4. Starting with the right systems

The foundation of effective personalization and automation lies in having the right systems in place. Irit advises, "Understand what you need, when you need it, and why you need it."

Businesses should start by defining their goals and customer journey. From there, they can identify the necessary data and tools to support their processes. This structured approach ensures that automation enhances rather than hinders the customer experience.

5. Common pitfalls and how to avoid them

One common mistake is not separating the name fields in customer data collection. Irit explains, "You want that first and last name separated. It's just easier to ask the clients."

Properly collecting and organizing customer data is fundamental. Businesses should avoid shortcuts that could compromise the quality of personalization. By ensuring data is accurately captured and utilized, companies can create more meaningful interactions with customers.

Irit's click-worthy tip: Build relationships

To finish the episode, Irit shared her click-worthy tip: "Your customers are not leads, clients, or numbers; they're people. Remember that they're people, treat them with respect, and your numbers will go up."

Final thoughts

Personalization and automation are powerful tools in the e-commerce arsenal. By implementing them thoughtfully, businesses can enhance the customer journey, build stronger relationships, and ultimately drive sales. As Irit Levi highlights, it's about making customers feel unique and valued while balancing automation to ensure a seamless and positive experience.