UK businesses have struggled to handle an upswing in personal data access requests since General Data Protection Regulation (GDPR) came into force, it has been revealed.
Research by business process outsourcer Parseq was conducted following the first anniversary of GDPR, and shows that two-thirds of UK businesses (63 percent) saw an increase in data access requests from customers and their own employees in the 12 months following GDPR’s introduction in May 2018.
One-in-ten (10 percent) businesses experienced an increase of more than 50 percent in the volume of requests. This rose to almost a fifth (17 percent) for businesses with a turnover of £500m or more. Almost nine-in-ten (87 percent) businesses that have seen an increase in requests reported they had found effectively responding to them challenging, citing complexity (54 percent) and cost (54 percent) as the biggest obstacles.
A third (34 percent) of businesses that had experienced an increase in data access requests cited a reliance on paper documentation as a barrier. This figure rose to 47 percent for businesses with a turnover of £500m or more, tying with a lack of time as their second most frequently flagged hurdle after cost.
Under GDPR, individuals can submit a data access request free of charge to receive a copy of personal data that organisations hold on them, along with information on factors such as why their personal data is being used. In general, GDPR requires that organisations must respond to data access requests within one month.
Craig Naylor-Smith, Managing Director at Parseq, said: “GDPR made it easier for people to access their personal data from organisations. With this power at their fingertips, we expected to see that data access requests would rise. However, the fact that so many firms have struggled to respond to the surge in requests suggests that the pressure this has put on businesses has been greater than they anticipated, or that many were simply unprepared for what GDPR would bring.
“It could also have been affected by the August 2019 deadline for consumers to claim back Payment Protection Insurance, with individuals possibly using data access requests to help them uncover information to support their claims.
“What’s particularly interesting to see is that so many businesses state a reliance on paper documentation as a barrier. The digitisation of paper documents can make personal information easier to process and manage, make data access requests easier to respond to and, ultimately, help businesses use data to deliver innovative services in an increasingly competitive, digital landscape.”
It’s important for brands to provide a great experience every time a customer wants to engage.
As the channels to engage continue to expand, brands will want to be accessible and ready to serve. Research indicates that customers who start and end service requests using digital channels have a satisfaction rate that is significantly higher than those using traditional channels. Additionally, the costs per digital customer interaction can be between five to 12 times cheaper than when they engage using the phone.
It’s clear that improving digital efficiency can be an opportunity to minimise costs for the contact centre and improve the overall experience for customers.
So, to boost digital effectiveness, here are five steps:
1. Listen to every feedback source
As the old adage goes – you can’t fix what you can’t measure. Similarly, brands can’t enhance what they don’t fully understand. When embarking on the journey to enhance digital effectiveness, understanding feedback is the only way to prioritise opportunities to improve Customer Experience.
Calls are very important, but they’re not the only way that customers are reaching out or looking for support. Emails, social media posts, review sites, surveys and chats need to be considered and these sources should be integrated with CRM data to reveal the full picture.
2. Prioritise opportunities that will have the highest impact on CX
Customer Experience tools can help brands to analyse unstructured text feedback from these channels by overlaying sentiment and effort scores to understand high friction points in the Digital Experience. They will also look for language around “suggestions” when customers are explaining what they wish could be better.
When analysing phone calls, it is typical for organisations to aggregate all mentions of failures on online channels to understand pain points. They can also analyse short duration calls that typically have a singular call driver and prioritise these for digitisation.
3. Create a priority matrix
Using the techniques above, action-oriented organisations can create a priority matrix that ranks each digital opportunity along the two dimensions of customer impact and level of effort. An opportunity that is deemed to have a high customer impact but will only require a low to medium level of effort to implement quickly jumps up the prioritisation list.
4. Understand the full customer journey
Customers want to communicate via their channel of choice, and nowadays these are digital. When they start a transaction online or via a mobile app, they want to be able to complete their transaction within that channel. This is not always possible and they are forced to make contact on the phone or via chat for further assistance. We often hear comments like “I don’t know why we get so many calls related to buying a ticket when our customers can easily do so via our mobile app or our website”.
Looking further into it, these transactions are often more complicated and multi-faceted than the simple act of purchasing a ticket. There is often another related event that complicates the transaction and causes a channel switch. It may be that the customer is trying to buy a ticket but using loyalty miles or trying to apply a discount code that is not working. Understanding the co-occurrence of such related events to the main transaction is key to designing a digital solution that meets even the more complex interactions.
5. Leverage the power of chatbots
Chatbots provide a way for customers to self-serve on known issues, or to collect important information that facilitates a seamless transition to a contact centre agent. Chatbots are increasingly popular and a 2016 report by Creative Virtual finds that introducing a virtual assistant for customer service can improve chat and phone service levels by 10-15 percent.
Brands can train chatbots to improve customer experience in a variety of ways. By understanding customer ‘intent’ during a live chat interaction or phone call, they can start identifying opportunities for chatbot automation. Organisations can also listen for the words that customers use to express frustration and high effort while accomplishing a task. By understanding these linguistic patterns, brands can train chatbots to express empathy and route a frustrated customer to an agent with a skill set that specialises in the topic that is causing frustration.
The victors of the 2019 UK Digital Experience Awards have celebrated success in London, with swimming school Swimtime making waves by being crowned as the day’s Overall Winner.
The event at London’s Park plaza Riverbank saw firms from across Britain present before an expert panel of judges, offering insight into the digital journeys customers make when connecting with their favourite brands. The very best across 23 categories were identified, with organisations competing to claim titles including Best Digital Change & Transformation, Best Digital Marketing Campaign/Project, and Best Mobile Strategy.
Swimtime, which helps over 15,000 children learn to swim at over 300 venues across the UK, made a huge splash in the Transport/Leisure/Tourism category, beating tech firm rivals Valtech and car rental brand Sixt to claim the Gold award.
Their entry focussed on the innovative SwimCloud digital platform, which manages every conceivable stage of the customer journey from booking to delivery, managing payments, lesson planning, and much more.
That category entry secured the Overall Winner title later in the day, and a spokesperson for the firm said: “Our team and franchisees across the Swimtime family are delighted that the work and investment that has gone into SwimCloud, is not only paying off internally but being recognised as revolutionary in such a competitive award.”
The day was jam-packed with other significant wins for household name brands, including HCL Technologies UK in partnership with Manchester United. Together they secured Gold in the Best Digital Change & Transformation – Project/Platform category after showing judges how they are delivering a unified fan experience, combining subsystems, fan touchpoints, and revenue streams.
Best App was won by BT for its innovative My BT app, while Sky in partnership with Journey Further won Gold for Best PPC Strategy.
CEO of UX design piuoneers Usability 24/7, Paul Blunden chaired the awards, steering the development of the event towards its most impactful year to date, and he will return in the coming years to ensure the event continues to explore and reward the very best digital experiences offered by brands.
Congratulating the day’s winners, Awards International CEO Neil Skehel said: “These awards highlight the most innovative Digital Experiences customers will come across in the UK today, and show just how vital a trusted digital journey is for today’s tech-savvy consumers.
“Well done to all who attended to present before our judges, and a special congratulations to all of the category winners, who truly deserve their success. We look forward to further exciting DX developments from our winning brands in the coming months and years, and hope to see many return to compete at next year’s UK Digital Experience Awards.”
Current digital marketing techniques are failing to win over customers, a new report warns.
Published by London-based tech firm Ogury, The Reality Report examines the attitudes of over 287,000 mobile users towards marketing and data, and suggests that current practices of digital marketing fail to provide value to users and could endanger organisations’ long-term prosperity.
Fifty-two percent of respondents agree that intrusive or irrelevant messages give them a pooropinion of the app or website that hosts these messages, while only 25 percent of UK respondents believe that targeted messages are useful.
Widermarket datasuggests that the majority of mobileads are served by Big Tech companies, otherwise known as the walled gardens. These technology behemoths have access to an incomparable mass of user data, enabling them to target userswith relevant messages.However, nine out of 10UKusers find targeted marketing messages annoying, even though 13 percent out of the88 percent find them also useful.
Thomas Pasquet, Ogury’s co-founder and co-CEO, said: “If users feel any form of intrusion, they will be annoyed regardless of the relevancy of the message they receive. Therefore, brands and publishers should always offer consumers clear and fair choices: accept anonymous data to be collected to receive customised marketing; opt-out from sharing data and therefore receive irrelevant ads; or pay a fair price in exchange for a marketing free and data collection free environment.”
Pan-European data protection cannot be “taken for granted” post-Brexit it has been warned, after British Airways was hit with a fine of £183 million following a cyber attack which affected half-a-million customers.
The record fine was imposed by the Information Commissioner’s Office (ICO), and comes in the wake of customer data – including personal and financial information – being stolen from BA in 2018.
The hack saw data lifted from the airline’s website and mobile app through the use of a fake site, and initial estimates by BA that 380,000 payment cards were affected were proved wrong as the ICO highlighted 500,000 customers were placed at risk.
The £183 million fine – around 1.5% of BA’s global turnover for the financial year ending December 31 – is the largest ever imposed by the ICO, and has been put to the airline in an official Notice of Intention.
Following the ICO ruling, BA Chairman Alex Cruz said: “British Airways responded quickly to a criminal act to steal customers’ data. We have found no evidence of fraud/fraudulent activity on accounts linked to the theft. We apologise to our customers for any inconvenience this event caused.”
Meanwhile, the ruling has implications for data protection in the UK following the country’s proposed departure from the European Union on October 31, according to an expert in litigation and employment law.
Barrister Jonathan Compton, Partner at firm DMH Stallard, said: “BA will be able to make representations to the ICO, the Notice of Intention is not a final decision. In any event, whilst BA described the Notice as ‘disappointing’, the fact remains that if you are processing peoples’ personal data including credit cards, you must have the security measures in place to avoid a hack.
“What is interesting about this investigation is the increased co-operation between European Data protection agencies. In this case, the ICO was the lead investigator for concerns raised in other EU countries. Whether this co-operation will continue post Brexit is not a matter that can be taken for granted.”
Sales from digital gift cards are projected to hit nearly $700bn in global sales by 2024 – if you’re a retailer, it’s an area you simply can’t afford to avoid or get wrong, especially since 72 percent of retailers now spend more than the value of their card.
However, while gift cards present unique opportunities, they also present some unique challenges.
The gift card space has evolved considerably due to improvements in technology: they’re used both online and offline, and it’s become easier for brands of all shapes and sizes to operate gift card programs. There’s a real need to differentiate and provide a gift card experience that’s a cut above the rest.
If you’re running a retail business, you might well be asking: how do I go about building a modern gift card program that delivers real benefits to both the brand and its customers?
Make it easy to purchase and redeem
Great Customer Experience is all about cohesion. If you experienced an issue buying something in-store and an advisor was unable to help you resolve it online, then it would present a problem, wouldn’t it? It’s the same with gift cards – they need to be easy to buy and redeem across all different online and offline channels.
When your customer buys a gift card in-store, they should be able to use it online – and when they buy it online, they should be able to use it in-store. If they can’t use it in the way they prefer, they’ll rightly wonder what the point of buying it at all is – damaging their experience and your brand reputation.
Some brands still rely exclusively on physical gift cards and don’t have any kind of digital equivalent, which can be an immediate turn-off for customers. Others run disparate online and offline gift cards that aren’t compatible with one another – a situation that’s common even for more established brands.
So, make sure your provider unites the offline and online experience. Work to migrate separate programs into one distinct program, ensure it converts all kinds of currency if you operate locations globally, and make sure gift cards are clearly available to purchase on your e-commerce platform, as well as from any resellers, such as department stores. You can even distribute them to some businesses to use as a corporate incentive.
The idea is to make your gift cards available across every possible commercial touchpoint: to create a true multichannel gift card program.
Make it global
Ever get annoyed when a much-anticipated film or TV is released in the US – and only released in the UK a week, a month, or even a year later? It’s really annoying, both because you don’t get to watch what you want to watch and because it makes you feel like there are two tiers of viewer: the one in the home market, and the one in the less-valuable foreign market.
The same thing applies to gift cards. If you’re a large international retailer, a hotelier, or a restaurant chain, you need to make sure your gift card program is scalable all over the world rather than restricted by geography. You shouldn’t ever be in a situation where you’re setting up specific programs for specific countries – the same experience, in the preferred language and the preferred currency, should be available to all.
A customer who uses your service in Boston, a customer who uses your service in Berlin, and a customer who flits between the two, should all be able to buy and use gift cards seamlessly.
Make it sustainable
Sustainability is a big draw for modern-day customers – and many gift card programs are heavily reliant on plastic.
You can make these programs more sustainable by using an eco-card, which has all the advantages of a standard plastic gift card, but is made using substantially ‘greener’ techniques. These cards can be made of recycled PVC, corn-based plastic, or paper stock, and their carriers can be made of soy-based inks or recycled materials. It’s also worth making sure you shred and recycle all deactivated cards.
Plastic waste is a significant issue in the modern world, and a more sustainable approach can not only reduce your environmental impact, but also boost your brand’s reputation.
Make it easy to integrate
Does your gift card program fit in with your electronic point-of-sale (EPOS) system and e-commerce sites, or is it tethered more loosely? The more tightly you can integrate it, the better. Gift cards should be easily compatible with in-store ordering technology to make it as easy as possible for staff and customers to process sales and redeem cards. The same goes for ecommerce sites.
More integration means a more cohesive customer experience, and it also makes it easier to collect and report data related to gift card transactions. This should help you refine your sales and marketing strategy. Integrating gift cards with EPOS systems can also decrease processing times and improve the ability to offer tailored promotions.
Make it different
Finally, think about specificity. Gift cards haven’t been around for all that long, and they weren’t always commonplace. Now they’re available everywhere, so it’s worth making sure yours stands out.
Think about creating different gift cards for different purposes. They come in many flavours: loyalty-based gift cards can be sent to particularly long-time customers to reward them for sticking with you; mystery gift cards can be sent to entice new prospects; you can send them on birthdays or weddings, or you can send them when a customer has checked into a specific location – for a hotel chain, you might want to send customers a specific resort gift card.
You can, of course, also use them to compensate customers for a negative experience. They should all be a part of the same program, but there should be a range available to suit the full range of Customer Experiences you offer. If a customer returns an item for whatever reason, you should give them the option of putting the value onto a gift card – this means the money stays with the retailer, the customer is statistically likely to spend more, and you can easily turn a negative experience into a positive one.
Gift cards, ultimately, are a show of faith in your retailer: instead of spending money on you directly, customers buy them for friends and family – trusting that something within the range of what you offer will make them happy. Repay this faith and trust by making the gift card experience as positive as possible. Customers will reward you for it.
Providing a first-class Customer Experience is a goal every organisation pursues – it’s no longer a luxury only large brands with big pockets can afford to focus on.
Consumers now expect to experience the ‘perfect’ buyer journey with every business they deal with – no matter how big or small. Research by Kampyle illustrates this, showing that 87 percent of customers think brands should put more effort into delivering a better Customer Experience.
Thanks to recent progress in technology, this now all achievable. Conversational software – chatbots, in particular – make providing an excellent, hands-on, personal experience to customers possible. Below, we will dissect how a chatbot can assist and delight your customers at every step of their interaction with your brand.
There are four key touchpoints between your customers and your company:
Maximising delight at each of these touchpoints is primordial to providing an excellent Customer Experience.
Let’s see how chatbots help.
Your customers, for the most part, will first get in contact with your brand through your website.
Surprisingly, websites are still hard to navigate for the average user. A simple UX testing exercise can uncover the many ways in which your website visitors get lost between opening your homepage and getting to the goal you want them to reach.
Strategically placed on your website as a widget, a chatbot can offer help throughout the experience. It will be able to pop up, offer help, send accurate information, and drive the user to its goal – all by itself.
Not only does your chatbot provide users with the help they need, it also delivers results. Ubisend has reported that a website widget chatbot converted28.3 percent of its helpful conversation with users into warm leads for the sales department.
Meanwhile, some brands out there don’t own a website, such as some local restaurants that deal straight from their Facebook page. Chatbot can live on there as well – and achieve the same results.
A chatbot is not just for first touch. The power of a chatbot is its conversational nature tied to its extensive knowledge. In a nutshell, a chatbot can talk to your customers several times over a long period of time and continuously learn about them, providing them with the next best action.
Nurturing leads with a chatbot is the future of marketing. Forget about users losing sight of what they want to achieve on your website; your chatbot knows exactly who that person is when they come back and can nurture them towards your business goal
The user experience here is clearly enhanced – no more endless searching. As the user logs back onto your site, they don’t need to figure out what the next step is. A helpful digital assistant is there to help.
We all buy from the internet. It has become part of our lives.
And yet, we’re all still very apprehensive when doing so (unless we buy from the giants like Amazon). Does this product actually suit me? Will this wardrobe fit my bedroom? What if I don’t like it, can I send it back?
As business owners, we’ve been trained to try and answer all these questions preemptively through copy, FAQs, and unboxing videos.
Even so, the stress is there for some users, turning them off from buying altogether. Need I remind anyone that the average landing page converts only 2.35 percent of visitors?
This is where a chatbot can help. Strategically placed on your sales pages, a custom-built chatbot will know everything there is to know about your product or service. It will pop up to offer help, answering all the questions your customers have about what’s on the ‘other side’ of their purchase.
Though it comes last, customer care is most likely the first thing that comes to mind when thinking of enhancing the user experience.
Providing the best, most attentive, empathic customer support experience is a must-have these days. We’ve all started to expect 24/7 instant answers; we’re likely spoiled by the likes of Amazon.
The good news is that chatbots can help you with that, too.
A customer service chatbot can sit on your service desk and answer questions at incredible speed, 24/7.
Now consider that your chatbot never sleeps, never gets grumpy, never gets bored. It does its job, all day every day, helping your customers get the answers they need in an instant.
The digital landscape is continuously evolving and with that the volume of data created and shared grows exponentially month on month.
High profile data breaches and the implementation and enforcement of GDPR have really brought home to customers that their data is of enormous value and that they have explicit rights to consent to its storage and use.
For millennials and Gen X, who may have had the comfort of growing up around emerging technologies and the birth of social media, the use of data may have been apparent early on. Online domains have further highlighted that data is being collected and used to match people to the products it assumes they either want or would like.
When it comes to personal finances, this can be a prickly subject, as in the past major data breaches and mishandling of data have eroded customer trust. However, when handled responsibly, customer data can be used by personal finance providers to offer better solutions and outcomes – something many customers have yet to realise.
Trust in a business and its services is essential to success. In personal finance, it’s about giving customers the tools they need to feel fully in control of their finances, whilst still making sure that there’s people on hand to help. Human interactions are still as important as ever in the financial decision-making process. With that in mind, having someone in your business to bridge the gap between customers, their data and the regulatory landscape, is crucial. That’s where the Chief Customer Officer comes in.
One prime example of the advantages data can bring for customers, is the innovation being made possible by the UK’s Open Banking initiative. People have become increasingly aware of their personal credit scores thanks to a host of places offering free access. In some cases,historical credit data alone may not be enough to satisfy a card, mortgage or loan application – and in those cases, Open Banking has been revolutionary.
A lot of what’s required to determine whether a product is suitable can be found in an applicant’s bank account, where evidence of income is relatively easy to verify. Those with thinner credit files or irregular incomes, such as the self-employed, people new to the UK, or younger borrowers who are yet to build a comprehensive credit file, have the most to gain from Open Banking. Through this route, the data gathered, allows a better sense of an individual’s income and expenditure, resulting in the best possible product being matched to that person.
Open Banking is used as a tool to complement existing practices, allowing a more comprehensive view of a borrower’s information and circumstances, that couldn’t have been achieved through credit data alone, to present a better, broader and often cheaper range of personalised offers.
In recent years, the regulatory landscape has become much more consumer-centric, as seen by the likes of PSD2, a directive that ensured consumers were protected in a more digitised sphere. An era of block consent is being superseded by one of explicit individual consent. Organisations who embrace technology, are paving the way for future innovations and as a result will be able to deliver a higher degree of personalisation for each customer.
Customers can now choose to unlock the power of their data for their own benefit. Data is set to work towards their preferred outcomes and not merely to enrich those organisations with the privilege of accessing it. By experimenting with Open Banking and cloud services, Freedom Finance has been able to make the borrowing process easier for customers, while at the same time delivering a customer journey with consent at its core.
Customers of the future will demand better services that reflect the technology available. The challenge will be for all businesses, not just financial services providers, to find how the best elements of that technology can be combined with human guidance.
Digital Experience platform Contentsquare has acquired Israel-based experience analytics company Clicktale, creating a combined entity serving 600 enterprise clients globally.
Contentsquare is used by UK retail brands including Dreams, Clarks, and Moss Bros, while Clicktale has clients such as Dell, RBS and T-Mobile, and the new partnership means they now serve 30 percent of the Fortune Global 100.
The acquisition follows another by Contentsquare just last week when they purchased price optimisation and merchandising solution Pricing Assistant.
Jonathan Cherki (pictured), founder and CEO of Contentsquare, said: “The combination of Clicktale and Contentsquare heralds an unprecedented goldmine of digital data that enables companies to interpret and predict the impact of any digital element – including user experience, content, price, reviews and product – on visitor behaviour.
“Increasingly, this unique data can be used to activate custom digital experiences in the moment via an ecosystem of over 50 martech partners. With a global community of customers and partners, we are accelerating the interpretation of human behaviour online and shaping a future of addictive customer experiences.”
Shlomi Hagai, CEO of Clicktale, added: “Contentsquare and Clicktale are exceptionally compatible. By combining our resources, we unlock the next level of digital experience success for our customers.”
Consumers these days expect a hyper-personalised Digital Experience, from cosmetics and fashion brands to consumer goods, online marketplaces, and even video streaming services.
Personalisation has become a focal point for user experience design and, when executed smartly, can be a differentiator for a brand’s Customer Experience. Personalised user experiences can build brand loyalty and drive sales, as well as producing extremely insightful data for brands to evaluate and re-imagine their UX design. A smart personalised experience should allow users to complete tasks in a faster, easier, and more enjoyable way.
However, creating a personalised user experience can be complicated. A combination of data, research, and technological knowhow is needed, plus the vision and creativity to create something that engages and delights users. Here are a few things to consider when starting out with personalisation or re-imagining an existing user experience.
Users today are digital-savvy and constantly connected, across a plethora of devices. To succeed in providing a consistently pleasing user experience, businesses have to improve the interactions they offer via every channel. This is the way to provide a more intuitive, sophisticated, and personalised relationship with their customers.
Digital consumers expect real-time responses and transactions with minimal effort, and access to compelling experiences that have been personalised for them specifically, and the only way to generate these interactions is through utilising data. Brands need to create data-driven strategies to target their audience with relevant, timely content to generate conversion and interest. But data is only useful if it is interpreted the right way.
In theory, every brand that sells directly to consumers has the potential to access the same data as their competitors. Where brands can differentiate is by creatively connecting the dots that this data provides. This is how the ‘magic’ is created. It’s a blend of logic, imagination, and brand values, and connecting the dots to find the story.
Quantitative data is a starting point, then it takes a bit of intuition via qualitative data, human behaviour, brainstorming, and creativity to create the magic and lay out the storytelling needed to make the journey happen.
Research firstly helps you understand if your brand actually needs personalisation. If yes, where should it be applied? And how much is enough? User research helps comprehend what matters to your users, what are their limits in terms of over-use, and if what you are doing and creating is relevant to the variety of your brand’s audiences.
Essentially, personalisation is not the silver bullet for every brand, every audience, or every interaction. User research will help divulge where and how it can be applied most effectively.
Test and repeat. This is as critical as the research step and is the only way to understand if your personalisation application is ready to drive sales and brand engagement – by testing. It needs to feel seamless.
Practically, this means it is simple to use on their device of preference, and clear what the objective is. An experience is ruined if users spend a time feeling confused, frustrated, or consider another option. Any type of personalisation will take you a step towards providing a frictionless experience. Hyper-personalisation should be almost unnoticeable.
Despite the fact consumers are becoming more accepting of organisations using data in a positive way, brands still need to be prepared demonstrate to users how they are obtaining and using their data. It’s a two-way street. In exchange for data sharing, brands are exploring innovative ways to deliver personalised, valuable moments across various touchpoints to customers that will make their experiences easier and more fun.
And to develop these experiences, brands need to understand how customers view the brand across all touchpoints. This understanding will allow a platform for brands to connect with their customers on an emotional level consistently across various touchpoints. Because of the explosion of customer interaction points, across channels and devices, the key for brands is to manage the entire journey, not simply individual touchpoints. And the secret is delivering a consistent experience across all channels.
6. Don’t be creepy
Personalisation is about context. It’s effective if brands serve up the right content at the right time for the right person, and creating a contextualised and personalised experience consists of knowing why personalisation is important and how it can help your users. In short, if a user is given a positive, timely, helpful experience, it shouldn’t feel creepy.
Imagine you’re walking past your favourite shoe shop. You get a push-notification that the sneaker you checked out online last week is available in-store at a discount for a limited time only, and available in your size. That’s peak personalisation – and it’s a positive experience.
Now personalisation is more commonplace, users are educated and so more accepting of personalisation. Brands need to be able to gather contextual data and segment users into target areas. Every user is different, and what some people may find uncomfortable, others may think is helpful or fun. For positive personalisation, knowing and segmenting your users is the key.
7. The future
8. Who’s doing it well?
Amazon is an obvious choice; it would be hard to write about personalisation without mentioning Amazon, as its use of personalisation is widespread around their site (recent orders, previously watched videos, recommended items based on previous purchases, etc). Research indicates that Amazon drives 35 percent of its revenues through its personalised product recommendations.
Another example is Thread, which built its brand around personalisation, delivering hyper-personalised recommendations at scale. Thread’s free ‘personal stylist’ takes visitors through a survey to understand body type, colourings, tastes, and budget. The stylist then provides ‘hand-picked’ recommendations, delivered through personalised emails – usually a link to a curated list of items alongside a personal message.
Despite providing ‘hand-picked’ recommendations for over 650,000 customers, Thread actually employs fewer than 10 stylists. Obviously, personalisation algorithms are hard at work behind the scenes. Recommendations are generated via user data analysis, and emails are segmented by location, or what the weather is like, to resonate with customers. A handful of ‘stylists’ are used to face up the front end, making the experience feel super-personal.