Personalization is the modern marketer’s hottest imperative, but halfway through 2016 it is by no means ubiquitous. Instead, we see a few innovative brands doing incredible things to personalize the customer experience, and a handful that still see roadblocks to implementation and success.
Data may explain the reasons behind the personalization delay, one of which stands out to us in particular. In a study conduced by Demand Metric and Seismic, 59% of marketers said that lack of technology was an impediment. As providers of a solution that empowers marketers to personalize the customer experience, we know the resources are out there. But getting resources and buy-in for even a fledgling program isn’t always easy.
These examples of brands winning the customer experience race with personalization should help those of you looking to inspire similar innovation within your organization.
Let’s take a look!
Let’s start with an example even the layperson can understand. Now in some ways, Netflix has the hard part done for them: They already have the content (a vast catalogue of films and television shows). Still though, what Netflix does with this content counts for more.
Netflix uses customer watch history data to figure out what users might want to see next. It’s a relatively basic but incredibly effective kind of personalization that users have raved about! Spotify has followed suit with their “Discover Weekly” playlist made up of recommendations generated by taste preferences and updated on a weekly basis. Watch out for other companies in the future also copycatting (and doing it with a product less likely to sell itself than music and movies). For example, this model can be and is applied by retailers for product recommendations and travel companies for targeted deals.
Oracle Maxymiser client Mercury Insurance uses predictive analytics to personalize the customer experience. They saw an opportunity to drive revenue by surfacing the insurance package that resonates most with a given segment of users. While they had been showing all users the “Basic” package at the end of the quote funnel, Mercury tested Basic alongside each of the three additional packages to see what best suited customers’ needs and preferences. The resulting uplift for a group of visitors based in Florida was +56% when they were presented with the “Custom” insurance package. You can read a more detailed version of this story here.
Providing a personalized experience in the travel sector is one of the more challenging scenarios we’ve seen. There is a lot of personal and technical information involved in booking, and any added friction is certainly frowned upon. But EasyJet found that sweet middle ground by improving performance of their website through design changes based on quantitative customer data and real-world insights. By testing more than 80 variants, EasyJet was able to personalize the booking experience, increasing revenue and changing the way they allocated seats on flights without affecting online ticket purchases. Hats off to them! You can read more about their success here.
We’ve seen plenty more fantastic examples of personalization across sectors. Even media companies are personalizing the way they deliver news by asking customers to opt into their preferences. One company even made a personalized track for the ways users identified their own political leanings. Now that’s innovative! The technology exists for taking customer insights and turning them into personalized experiences (which customers have come to expect); now, it’s your turn to use that technology effectively.
Share how you’ve personalized the customer experience in our comments section and you could be featured in future blog posts. Happy personalizing!