Hyper-Personalization: Why Understanding Your Customers Goes Beyond Knowing Their Name

Corry van den Brink
Founder & CEO

Customer service goes beyond scripted interactions and smiles. The author shares a personal journey from restaurant and gym service to a real estate experience that redefined customer service. A realtor went above and beyond by understanding the author's needs and guiding them, leading to a successful purchase. This illustrates the importance of hyper-personalized service, where providers immerse themselves in customers' worlds. The story highlights the future of customer service, focusing on unique, meaningful experiences that exceed expectations and inspire others.

We often hear that customer service is all about smiles, eye contact, and a well-practiced script. But what if I told you that a truly memorable customer experience transcends all these? Today, I want to share a story that encapsulates the essence of hyper-personalized customer service. This is not just any story; it's a life-changing chapter from my own book.

From Restaurant Hospitality to Frontline Gym Service: The Beginning of My Journey

When I started my career, I worked in customer service roles that many would consider standard—restaurant hospitality and front-line service at a gym. I was trained rigorously on the 5/10 rule for eye contact and warm greetings, using the customer's first name at least five times during our interaction, and rehearsed scripts for both entry and exit conversations. I did it all.

Last week, I wrote A COMPREHENSIVE TRAINING GUIDE TO ELEVATE YOUR CUSTOMER SERVICE RATINGS, which dove into a training plan that focuses on the five highest leverage skills a customer service team should have. Today, I want to illustrate that concept of one of those skills with a personal tale.

A House That Felt Like Home: The Beginnings of a Hyper-Personalized Experience

One day, while strolling through the neighbourhood I grew up in, I stumbled upon a house that piqued my interest. It had a basement I could potentially rent out and was priced within my reach—barely. Intrigued, I called up a realtor I knew from work, entering the shaky terrain of home buying for the first time.

Here’s where things took an unexpected turn.

The Realtor Who Rewrote the Rulebook

Instead of quickly arranging a house showing, my realtor hit the pause button. He sensed my uncertainty and took the time to give me an in-depth education on real estate. This included not just the basics like commissions, market conditions, and processes, but also questions that were specific to me. What was it about this house that caught my eye? What were my life goals? He went as far as conducting a detailed tour of the house, pointing out why buying it would be a terrible decision. At this point, I thought he was either incredibly bad at his job or onto something profound. It turns out, it was the latter.

The Epiphany: Hyper-Personalization in Action

This realtor wasn't just ticking boxes; he was immersing himself in my world. He even met with my dad during a tour, involving him in the process. This culminated in us driving three hours to a different city to explore more options. Yes, I ended up buying my first home with him, three hours away from where our journey started. (That's a six-hour round trip he took just for me!)

What struck me was his approach to service. It wasn't just about using my first name five times in a conversation; it was about understanding what drove my decisions, my concerns, and my life goals. He turned the service experience into a mentorship. He wasn’t selling; he was guiding. That journey sparked my long-lasting interest in residential real estate and, more importantly, reshaped my views on what personalized customer service should be like.

Final Thoughts

If there's one lesson to be drawn from this experience, it's this: Hyper-personalized customer service isn't a fad; it's the future. It involves diving deep into the customer’s psyche, learning their motivations, and providing them with a truly unique experience.

If you enjoyed reading this story and agree that we need more of these wow moments in customer service, please hit the like button and follow me. I thrive on sharing these game-changing customer service moments, aiming to inspire the next generation with such memorable experiences.

Let's not just meet expectations; let’s exceed them, one hyper-personalized interaction at a time.

May 1, 2024