Strategies for delivering greater value and fostering long-term relationships by scaling hyper-personalized support

When it comes to their preferences around customer support offerings, 72% of consumers aged 18-64 report that opportunity to text live with a human agent would enhance their overall service experience. Not only have consumers become comfortable with such levels of accessibility; they've come to expect support that once was reserved for VIPs. Now, thanks to advances in mobile tech and other digital touchpoints, creating hyper-customized experiences is possible at scale.

Taking inspiration from ways that healthcare providers are leveraging new digital integrations and post-purchase services to deliver on-demand, 1:1 support, PSFK research shares five top strategies applicable across categories for businesses to deliver and scale concierge-style consumer experiences. By meeting and exceeding customer expectations for tailored guidance and expert attention, companies that incorporate these strategies are positioned to not only deliver greater value, but also retain customer loyalty and foster ongoing relationships.

360-Concierge — The steps involved in high-consideration purchases are often more complex and take place over a longer period of time. As consumers get deeper into the decision making process, it can be difficult and frustrating to continually have to start over with a new sales associate as they move from digital to physical channels and/or each time they visit a store. To overcome this challenge, retailers are pairing customers with a digital concierge who is there to assist them at every stage of the buying journey from intention to onboarding. The Hyundai-owned luxury Genesis Concierge does just this, virtually providing car buyers with a personal advisor who guides them from discovery through to delivery. Along the entire process, the same advisor will provide personalized support, answering any questions, liaising with retailers on behalf of the client, scheduling test drives at home, and even arranging for financing and delivery of a vehicle should a purchase be made.

Personal Calibration As a way to ensure that consumers are getting the perfect product or experience for their needs, tech platforms and companies are working with each shopper to collect related data points like personal metrics, behaviors and preferences through wearable devices to offer ongoing recommendations and advice throughout each customer’s personal journey. This approach not only informs immediate interactions but can be used to supercharge all future engagements. Amazon’s amped up comprehensive health & fitness wearable experience, called Halo, is enabling this type of hyper-personalized tracking and goal setting through a connected subscription service and smartphone app. With Halo, wearers can not only monitor typical details like heart rate and calories expended, but also receive weekly 3D renderings of their bodies based on fat percentage to track their progress visually, connect to integrated third-party services like Headspace and WW, and even track their emotional state based on their tone of voice.

Curated Guidance — When navigating product choices, consumers can feel overwhelmed or unsure of how to choose (or customize) products to fit their needs. To boost consumer confidence and build trust, retailers are using AI-enabled solutions to analyze customer data and/or responses to create a personalized set of choices or recommendations based on their needs. Fast-casual restaurant Sweetgreen has done so with a new personalized digital menu platform called Collections, which makes bespoke meal recommendations for customers based on their go-tos & dietary preferences to help them discover new options that are right for them. Sweetgreen was inspired to launch the initiative after conducting customer research that revealed 25% of guests want to try similar meals to what they’ve had before, and 73% of these respondents want to incorporate more seasonal ingredients into their options.

Remote Contextual Care Consumers are apt to access professional help in fields and areas beyond their scope of expertise, and companies are creating online resources and opportunities for them to remotely connect with the appropriate experts or company associates. Bridging the gap between online consultations and delivery, these virtual meetings provide remote diagnosis coupled with a personalized solution. Telemedical startup 98point6, for instance, goes beyond providing customers with remote and text-based primary care access to offer personalized post-care support, which includes a personalized plan and the ability to receive alerts when their orders are ready or lab work is complete.

Community Building Outside of products, there is an opportunity to connect with consumers around broader lifestyle needs and goals. To build these relationships, companies are launching virtual communities to help consumers navigate lifestyle changes associated with their purchase. These support programs offer education, motivation, and confidence to move forward. Weekly wellness newsletter Girls Night In is activating its readers through its membership platform called The Lounge, which offers both IRL and virtual opportunities for subscribers to join lunch clubs, view craft tutorials, host their own gatherings and even access a community Slack channel filled with additional self-care resources to discover.

This was just a selection of the trends outlined in a research paper focused on next-gen health & wellness service experiences — for more, see details about accessing the full paper here