I’ve not written a blog post for a while, so this is the start of a new series of blog posts all about Personalised Experiences – and lessons learned from my new(ish) role as Personalised Consumer Experience (PCE) Manager at Nestle UK&I.
This blog post is the first in this new series.
Part 1. An Introduction to PCE
PCE is about harnessing the vast amounts of data which exists on consumers (or customers) today, to deliver a more relevant and personalised experience.
It requires businesses to service customers with the right message, in the right place, at the right time.
This is important because customers’ expectations have changed.
We can look to the three established tech giants to see how behaviour, and expectations are being fuelled – Amazon has been showing us products outside our search criteria that match our preferences for years, Netflix recommends programs and films based on our viewing habits, and Google auto-fills search suggestions based on what it knows about us.
Customers are becoming so accustomed to dynamic personalised experiences, that it’s odd when they don’t occur.
The expectation is not so much that companies can, but should, provide personalised experiences on a regular basis.
Personalised experiences enable more relevant communications with customers which in turn, leads to improved acquisition and retention, enhanced loyalty and increased revenue.
|By making the journey from awareness to conversion more personalised, companies will reduce waste from the traditional broadcast approach. Instead, they will focus on what is relevant for the customer and move more customers down the funnel more efficiently.|
A good example is the Co-operative Travel which saw a massive 217% increase in revenue since it started personalising its website.
The upside of PCE is great, however it does take commitment and in some cases, transformation in the way businesses work. To fully leverage the opportunities, requires a change in mindset, processes and capabilities.
Read more about this in part two in this series…