AUTOMATE YOUR CUSTOMER SERVICE

Want to drive more business with less work—but still keep it personal? We asked a digital marketing expert who specializes in hyperlocal businesses for his top recommendations.

- by LIZ BRODY

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.