Date post: | 12-Apr-2017 |
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Let’s get personalTaking personalization to the next level
28 April 2016
Hello
Daniel Matthews
Digital PsychologistSenior Digital Consultantt
Sam Wong
Introduction
Introduction
Great UX is:
- Great looking design
- Meaningful functionality that aids the user journeys
- Seamless experience across all devices
- Relevant content (curated and personalised)
- Making my life easier!
Introduction
What is hyper-personalisation?
What is hyper-personalisation?
The use of data to provide more personalized and targeted products, services, and content.
What is hyper-personalisation?
What is hyper-personalisation?
Personalised content
Transactional data
Online behaviour
Social interactions
User profile data
What is hyper-personalisation?
What is hyper-personalisation?
What is hyper-personalisation?
What is hyper-personalisation?
What is hyper-personalisation?
Sam WongReformed hard-core
gamer
What is hyper-personalisation?
What is hyper-personalisation?
What I buy• In-game purchases
(pets, armour, etc.)
What I do online?• Visit the Blizzard
website once a week• Opens newsletters
Who I am?• 33 years
• Live in Singapore• Male
How I live?• Father of 2
• Post regularly on in-game adventures
• Enjoys travelling• Interested in toy collection and comics
Holistic customer view
What is hyper-personalisation?Personalisation Hyper-personalisation• Personalised dashboard of all the
blizzard games I own and content relevant to me (i.e. game updates, upcoming events, etc.)
• Personalised emails (e.g. Commander, your legion needs you!)
• Discount code for online purchases
• Customer who purchase this also purchased
• Flight offers for blizzard convention in CA 2016 with a suggested family friendly itinerary
• Upload a photo to personalise my in-game character
• Respond to my Facebook post when I’m complaining that my account got hacked
• Allow me to 3D print my in-game characters as action figures
What is hyper-personalisation?
What is hyper-personalisation?
• Maximise opportunities to customise content that fits your customers needs
• Creating meaningful connections
• That a customer isn’t expecting
• In a way that a customer actually remembers
What is hyper-personalisation?
Why hyper-personalise?
Why hyper-personalise?
• Need for customised communications in increased – expected norm.
• Customers expect to be spoken to as individuals instead of as a segment.
• Many services are taking advantage of personalisation to drive engagement – Ebay, Netflix, etc.
• Offers, unique opportunities to improve brand loyalty, increase customer retention, drive advocacy and drive sales
Why hyper-personalise?
Who’s doing it?
Netflix
Who’s doing it?
Spotify
Who’s doing it?
Who’s doing it?
Ebay
Who’s doing it?
Virgin – Ready to fly
Who’s doing it?
Where do I start?
Coke – Share a coke
Who’s doing it?
Airbnb
Who’s doing it?
Airbnb
Who’s doing it?
How to leverage Hyper-Personalisation
Areas to focus
• Understand your audience
• Collect data
• Develop and deliver relevant and meaningful content
How to leverage Hyper-Personalisation
Understanding your audience
• Know your customers
• Like / dislike
• Issues and challenges
• Decision making process
• Experience maps, user journeys, empathy mapping.
• Know what your customers are talking about you and your competitors.
• Listen and participate in conversations online
• Focus on building trust instead of selling
How to leverage Hyper-Personalisation
Collect data
• Capture data (Segment vs Individual)
• Clicks on advertisements
• Visits to websites
• Purchase history
• Demographic information
• Email subscription
• Social interactions
How to leverage Hyper-Personalisation
Develop relevant and meaningful content• Customer segments
• Personalise content to drive engagement
• Context in terms of needs, location and device
How to leverage Hyper-Personalisation
Technology platforms• Sitecore customer experience management
How to leverage Hyper-Personalisation
Wrapping up
Summary
• Know your audience
• Start small – target the most valuable segment
• Invest in data
• Internal collaboration
• Look to other sectors
• Don’t stop at the completion of a transaction
Wrapping up