When it comes to marketing, automation can mean everything from changing the first name of someone in an email template to using artificial intelligence to serve up customized personalized content to the next visitor to your website. But today, on this episode of the loyalty loop, I am going to uncover the power of reverse personalization and were gon na see it in action. By ordering a pizza, yep were gon na order, a pizza and were gon na do part of the world to live. For right here in Scottsdale Arizona welcome back to
another episode of the loyalty loop where every week we uncover a small marketing idea that can have a massive impact in your business and this week that idea is reverse personalization now for most business the idea of personalization goes beyond just the custom fields in your email templates there’s all sorts of machine learning and artificial intelligence and technology you can incorporate to personalize the experience for your customers clients or prospects but before you do any of that I recommend you try reverse personalization you see.
Im here in Scottsdale Arizona for the restaurant Leadership Conference and last week I did some research into personalization and reverse personalization by ordering a pizza so instead of explaining what reverse personalization is and why it can transform your business let me show you what I did last week because last week I ordered a pizza from dominos and I ordered that pizza using the Dominos mobile app now Im not going to bore you with what I put on my pizza and how I.
ordered it because that is not important its after the order is submitted that the reverse personalization starts so lets go back a week and pick it up right there sending my order to the store track my order all right here we go it says track your order Dominos tracker additional info and Im waiting for the first status to show up in fact we can also do this on my computer so okay it says your orders in the oven.
Sara put my order in the oven at 158 p m which is one minute ago Thank You Sara thank you the Dominos order tracker is one of the best examples of reverse personalization ever you see right here how it says Sara put your order in the oven at 158 p m yeah that is reverse personalization reverse personalization is the process of humanizing your brand for the customers you serve that’s it its pretty simple you see I never used to care who was.
making my pizza I didnt even know their name nor did I want to but suddenly I do know their name and I care even more about the Dominos brand because Ive been introduced to Sara Im much more attached to the brand because the future of all branding is personal Dominos knows this each time that blinking status changes from 1 to 2 to 3 to 4 Im connecting with Dominos in a deeper way.
and ironically all they’ve done is exposed their behind-the-scenes process and people to me the consumer reversed personalization is so easy but its so powerful if you doubt that reverse personalization works you can do this any day of the week any time of the day go onto Twitter and search Dominos Pizza Tracker and just start reading the tweets youll find tweets like this heres what Casey has to say can we talk.
about how great the Dominos Pizza Tracker is collapse for Roger who just inspected my pizza to ensure perfection or how about this one waiting for Dominos Pizza Tracker to tell you the name of the sweet sweet soul whos delivering your pizza is the equivalent to a big little reveal or this one from tag norburg Wow the Dominos Pizza Tracker says the name of the person who started working on my order that’s interesting also shout-out to Steven heres what Ivan says this Dominos.
Pizza Tracker is amazing they even tell you the name of the guy currently making your pizza let me invite you to do some reverse personalization homework for yourself but first I should tell you that next week were going to dive into the Dominos order tracker one level deeper to show you something that will blow your mind so if you dont want to miss that episode of the loyalty loop.
you can sign up at this URL right here or you can hit the like button and subscribe right here on YouTube because you dont want to miss next weeks episode all about the Dominos burger tracker and its ability to transform a task into an experience okay so how can you embrace the concept of reverse personalization its actually really easy and heres your homework take your very next client or customer.
and instead of just sending them a thank-you note or a receipt or passing them off from your salesperson to someone that’s gonna handle the actual account maybe you should consider doing this introduce them to your shipping person or create a video introducing your client to the person who will actually be servicing their account just remember personalization isnt just about using your client or customers first name its a much deeper concept than that its about humanizing the brand and the experience you provide for.
the customers and clients you’re servicing reversed personalization can be cheaper faster to implement and massively powerful so give it a shot and let me know how it goes if you have any questions about reverse personalization leave them right here in the meantime Ive got to get ready for my keynote at the restaurant Leadership Conference and next week well be diving back into the.
Dominos order tracker to see how they transform a task into an experience and the impact its had on their business.
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