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?

Facebook

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