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3 Ways Service Providers Can Get Personal

Posted on 6.30.2014

Service providers have the onerous task of catering to very savvy business buyers. Online marketers, for example, are some of the most digitally connected consumers out there, and they bring all of the expectations they have from consumer commerce to business buying. 

Technology service providers have even more of a challenge, because their buyers expect them to have topnotch websites, which include highly personalized experiences. Here are three ways service providers can get personal. 

Personalized Landing Pages (HubSpot)

Online users should never have to answer the same question twice. With HubSpot’s landing pages, service providers can customize their content based on information they have gathered about their audiences. Additionally, HubSpot landing pages allow service providers to show different segments of content based on users’ interest or lifecycle stage. 

Open-Time Personalization (Monetate

Local service providers whose businesses depend on the weather, should consider using open-time personalization from Monetate, as they can very easily pre-segment their emails to deliver highly relevant emails. For example, a roofer could set an email to send when it’s raining, such as “Got a Leaky Roof?” but then set the rule that if it’s sunny when the person opens the email, the message gets changed to, “Get a New Roof While the Skies are Clear.”

Understand their Usage (Bluenose Analytics)

Many companies have turned to subscription services to earn recurring revenue, but the business model requires that brands cater to their customers every whim – they are really at the mercy of customers subscribing again. Using predictive analytics, Bluenose Analytics can identify at-risk customers and identify drivers of churn. Usage, for example, is a good indication that a customer is successful or unsuccessful with a product. By understanding usage, or lack of usage, service providers can personalize the experience by recommending products or tutorials and preventing churn. Additionally, Bluenose Analytics’ “Playbook” can remind companies to check usage, confirm usage, etc. at pre-set intervals. 

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