Personalization is a popular trend that enhances the customer experience. It starts with knowing the customer — or maybe a better way to say it is remembering the customer. I stayed at a hotel last year, and when I was checking out I mentioned how nice the room was. When I came back, nearly a year later, the front desk clerk welcomed me back and mentioned that they had given me the same room that I stayed in before. I was impressed, and after my stay, I looked forward to returning again. After all, this is the hotel that “knew me.”

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Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.