狗给一个人的爪子
PHOTO: Fabian Gieske

个性化为实现的组织提供可衡量的福利:增加参与,更高的转换,提高客户忠诚度。但是有一种更简单的原因,为什么公司对个性化加倍:客户已经期待它。

According to Salesforce’s 2019State of the Connected Consumerreport, 64% of the survey’s 8,022 worldwide consumer and business buyer respondents expect a somewhat personalized interaction with companies. An even higher percentage of marketers themselves — 88% — believe their customers expect personalization, and the majority say it enhances customer relationships.

Personalization Delivers Great CX

"Right now, personalization is so critical in terms of advancing customer relationships and delivering great customer experiences," said Jill Grozalsky, product marketing director, experience platform,Sitecore.。“客户思维令人思想更难得到,所以你必须让这个经历脱颖而出。个性化有助于提供这种经验,但它也建立了信任和忠诚度 - 大多数客户需求个性化,因为它让他们感受到公司理解他们的需求和尊重他们的时间。“

McKinsey’s 2019 report,个性化的未来以及如何为它做好准备预测的个性化将成为2024年营销成功的主要驱动程序。但只有它做得正确。布鲁斯廷金公司联合创始人(共同创始人)的共同尊重和信任基础,并通过公司对数字转型,透明度和互惠的承诺而建立。CXPA.org和负责人高音乐XM Institute

“Savvy organizations understand the trade-offs inherent with personalization. People want to be treated as though your company knows them — if you don’t, then they think it’s ignorance — then they’re thinking, ‘Why are you asking me that question again? Don’t you know that about me already?’” Temkin said. “But if you’re just collecting data for a company’s own needs, just to wring more out of the customer, then that’s too far. I think of it as the need to have a fair exchange of value. To what degree is the customer willing to give their information to the company to use in a way that provides them with equal perceived value?”

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The Trade-off of Personalization: Data for Value

Customers are used to giving up their data to companies, with the expectation that it will be used to provide them with value, whether that takes the form of special offers, discounts, recommendations and the like. But even as these tactics evolve into hyper-personalization, some companies are better at delivering that reciprocal value than others, said Jakki Geiger, chief marketing officer for enterprise data management platform providerReltio

“并非所有品牌都很好地利用这种数据来推动超级个性化的经验​​来满意他们的客户,”莱格尔说。“让我们面对它,如果您的客户数据在功能筒仓碎片化,则无法提供超个性化。如果它们仅在功能或频道级别管理,则无法尊重同意和通信偏好。“

Grozalsky说,个性化的成功开始于确保您拥有合适的数据。和您有适合您的数据取决于您试图与个人化努力一起完成的,以及您在专门工作的行业和市场部门,她继续。

“主要是,它是一个非常重要的参与数据。Having a clear understanding not just of who they are but of their mindset and where [personalization] can and can’t be effective, as well as data about how they’re interacting with your content and through which channels they’re doing so,” Grozalsky said.

This is where reciprocity and transparency come in, said Temkin. While today’s customers understand the trade-offs inherent in giving their data to companies in return for value, the relationship can quickly sour and trust can quickly be broken if data’s used in a way the customer didn’t consent to.

“公司应该收集他们可以合理收集的任何数据 - 我们越过了我认为人们不会指望以这种方式进入信息,”Temkin说。“但是现在是我们在收集到他们的情况下的那种信息。因此,不要收集您不计划的数据来提供价值。但是,确实使设计透明。帮助客户了解您将要使用的数据;例如,为什么他们看到特定的广告或为什么要获得特定的优惠。给他们一个透明的视图,进入您使用的数据以及为什么要使用它。“

The more personalized the experience, the more transparent you must be about how and why you’re collecting their data and what you’ll use it for, Grozalsky said.

相关文章:个性化:数据和内容相交的地方

Be Transparent and Open

Brands that practice transparency can help preserve a sense of mutual trust, respect, security and privacy, even if customers are sharing ever-increasing amount of personal information, Grozalsky said.

“You should always be providing an opt-in or opt-out option at different points,” she said. “Over time, a customer’s preferences do change, so you have to preserve that sense of respect. ‘We’re going to use this data to tailor recommendations, offers or content to you’ is often enough to put them at ease and get them sharing. Of course, you should always be aware of privacy principles, data compliance laws and regulations, best practices for data protection and retention, too.”

您希望确保您提供的内容正在推动订婚,并敦促客户到下一个接合点,呼吁采取行动,购买,或者旅程中的下一步,Grozalsky表示。关于个性化的伟大事物之一是您可以随时从他们所做的那样了解您的客户。

“You can always learn something, even if it doesn’t fit your narrative; even if it’s unexpected,” she said. “If I have a hypothesis — 'The customer’s going to do X after they interact with this content' — and it turns out they do the opposite, or they do nothing, that tells you something! It’s never really a failure, because you’re learning how they’re being propelled, or not. Any data that gets you closer to understanding your targeted customer is a win."

但是,您总是提供“出来”。个性化需要假设并将客户向客户送到某些预先设计的路径,但您必须沿途提供反馈接触点。

“If you can’t give them a way to respond one way or the other and show you how they are responding to the personalization at those points of the journey, if the content isn’t relevant, they’re going to leave,” she said. “Any data you gather via personalization can be good data because it will tell you information about your customer. But, if you back them against a wall so they feel they don’t have any choice but to leave — then you will have no data whatsoever.”