Personalization Pyramid
What do we call “personalization” anyway? It’s important not to get confused in terms here. There is a pyramid that shows the stages of possible personalization, from the moment you don’t have it to the moment of perfection in this matter. You can assess where you are now and set a goal to be higher next year. The pyramid looks like this: “the same message to everyone”, then “one message to many”, “one message to some”, “one message to a small number of people” and “one message to one”. This is super personalization.
I honestly admit that we don’t practice super personalization today, with a few exceptions, such as birthday messages or information about the readiness of an order. We do not personalize qatar telegram data broad advertising very much. However, most of our company is at some level of this pyramid. Each year, the higher you are on this pyramid, the higher your rate of customer acquisition, retention, and return for repeat purchases. There is a direct correlation between the level of personalization and the effectiveness of customer service.
The essence of everything we have done so far is to be able to use the collected data in the most useful way. This allows you to be efficient, not to annoy the client and to sell exactly what you planned. We are a lot of personalization in our company and have a lot of experience. One of our best cases is using models that predict which customers are likely to buy a particular category of products in the near future. Thus, we reduce the cost of mass communications. For example, when we send a message about a discount on a TV not to the entire base, but only to those customers who are likely to buy a TV soon, we move from “one message to all” to “one message to many”.
Personalization is not just about addressing customers by name, but also about understanding what customers plan to do and communicating correctly with different groups or individual customers.