A few weeks back I was looking for some online preschool programs for my toddler. I sent emails to multiple providers and was expecting some responses back.
The responses I received were very different but with one common objective of giving me information about how their program is best in the market and how to hitch me. Some of them were offering trial classes. I decided to take a few.
What hitched me was the responses I got in my email. How much interest they took in me as a customer and my son as their user. Only one of them asked about my son, like what does he like, what excites him, and more things about him. For the rest, everyone was exaggerating how good they are and their programs. They were focused mostly on me as a parent.
I was inclined towards the one who took interest in my child as I had a blink judgment: they are thinking about offering a personalized experience for my child.
Later, after some trial classes and back and forth communications, I subscribed to one class.
I took a closer look at the entire process. What just happened here? Personalization played an important role in my decision. Personalization can be part of everything in today’s world. From gift-giving to communication, we can personalize anything and make the receiver feel special about it.
“Personalized products and experiences make us feel unique in a sea of sameness.”Laura Bright, Associate Professor of Communication, Texas Christian University
There are four main pillars of personalized communication:
- Easy-to-understand: It is very important to understand who is on the receiving end. Our recipient should be able to understand the conversation or message we are trying to convey. For example, would you like to receive a letter from a bank which you cannot understand, and you need to read twice or thrice or maybe consult someone to explain it?
- Relevance: The context is the essence of communication. Don’t lose the context while talking about it. The conversation should remain relevant to the context. Always ask yourself, is this relevant to the conversation?
- Error-free: In many emails, I receive where people try to refer to me by name, many of them write my name incorrectly. Such as ‘Kushboo’, Khooshboo’, Kusbooo’ and many others. I find it annoying when people don’t spell my name correctly. Ensure that all your communication or conversation is correctly spelled and error-free.
- Well-designed: It should have some structure to follow. An introduction, a body, and well thought ending. A well-structured communication ensures that the reader sticks to it and reads till the end.
Every skill we learn is with some practice. Personalized communication is no different. Pay attention to your responses and be mindful of them until they become your habit.
Learn more about Personalized Communication in our upcoming meeting on 28th April.
Written by Khushboo Shah, VPPR of Women L.E.A.D. Toastmasters