Hyper personalisation: Lets get personal

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?


The use of data to provide more personalized and targeted products, services, and content.



Personalised content

Transactional data

Online behaviour

Social interactions

User profile data




Sam WongReformed hard-core

gamer



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



• 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


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


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?

How to leverage Hyper-Personalisation

Areas to focus

• Understand your audience

• Collect data

• Develop and deliver relevant and meaningful content


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


Collect data

• Capture data (Segment vs Individual)

• Clicks on advertisements

• Visits to websites

• Purchase history

• Demographic information

• Email subscription

• Social interactions


Develop relevant and meaningful content• Customer segments

• Personalise content to drive engagement

• Context in terms of needs, location and device


Technology platforms• Sitecore customer experience management


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

Hyper personalisation: Lets get personal

Business

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