Being able to better understand the individual wants, needs, and behaviors of the prospects and customers they seek to work with requires them to be able to provide a more personalized experience in order to acquire them in the first place and then also maintain them. and develop this relationship over time. When is personalization too personalized? There are certain points in the customer lifecycle where customers absolutely expect depersonalization, and then other areas where enabling depersonalization is totally inappropriate.
I'm just going to share a few concepts with you, so when I authenticated on my bank portal or my airline portal, I have a history of scheduled hair masking service transactions and activities, and I expect that that they have the whole experience personalized for me because that's my data and that's why I have a username and password. If I come back to that same website and don't authenticate, the fact that they might know me, having been there before and they put "Welcome back, James!", seeing that they know who i am when i get back, again i would expect and feel good about it. Advertising Continue reading below However, if I'm on CNN watching a news article or a news story, reading a news story or watching a news video, if they spoke to me by name on this public internet, that would be scary because they don't.
I have the right to do it, and they don't have my permission to do it. I think that's where you start to get to that creep factor. In these environments, personal relevance is good; customization is bad. Example of customization done on the right One of our clients is Atlantis Resorts in the Bahamas, and he is one that I would highlight as a very effective user of personalized information. If you book a trip to the Atlantis Resort, you'll spend a lot of money, give them information on who's going there, is it a family, or is it just adults. You can share some of the things you'd like to do while you're there, and they have a stream of post-booking, pre-arrival communications that are designed to help you get the most out of your property experience.