An examination of personalized digital outreach on customer loyalty: A case study of a subscription service in Kano
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Background of the study:
Personalized digital outreach involves tailoring communication to individual customer preferences and behaviors to build long-term loyalty. A subscription service in Kano has implemented personalized outreach strategies via email, social media, and push notifications to deliver customized content and offers to its subscribers (Uche, 2023). By leveraging data analytics and segmentation, the service aims to increase engagement and reduce churn. The study explores how such personalization initiatives influence customer loyalty by enhancing customer experience and satisfaction. Key aspects include message relevance, frequency of communication, and the integration of customer feedback into outreach strategies. The research examines both qualitative and quantitative indicators to determine the impact of personalized digital outreach on customer retention and lifetime value. Challenges such as data privacy concerns, segmentation accuracy, and potential over-personalization are also investigated to provide a balanced understanding of the effectiveness of these strategies (Chidera, 2024). The findings are expected to offer actionable recommendations for optimizing personalized outreach and building stronger customer relationships in the subscription economy (Adebisi, 2025).
Statement of the problem:
The subscription service in Kano faces challenges in achieving sustained customer loyalty due to inconsistent personalized digital outreach. Issues such as inaccurate customer segmentation, data privacy concerns, and excessive communication have led to diminished customer trust and increased churn (Ifeoma, 2023). These challenges undermine the effectiveness of personalization efforts, making it imperative to identify and address the underlying barriers to improving customer loyalty (Olusegun, 2024).
Objectives of the study:
To assess the impact of personalized digital outreach on customer loyalty.
To identify challenges in implementing effective personalized communication.
To propose recommendations for enhancing digital outreach to improve customer retention.
Research questions:
How does personalized digital outreach affect customer loyalty in a subscription service?
What challenges limit the effectiveness of personalized outreach?
What strategies can optimize digital outreach for improved customer retention?
Significance of the study:
This study is significant as it provides insights into the effectiveness of personalized digital outreach on fostering customer loyalty. The findings will help subscription services refine their communication strategies, reduce churn, and build long-term customer relationships (Uche, 2023).
Scope and limitations of the study:
The study is limited to a subscription service in Kano, Nigeria, focusing on personalized digital outreach and its impact on customer loyalty, excluding other outreach methods.
Definitions of terms:
Personalized Digital Outreach: Customized communication efforts tailored to individual customer profiles.
Customer Loyalty: The propensity of customers to continue using a service over time.
Subscription Service: A business model where customers pay a recurring fee for ongoing access to products or services.
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