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Marketers often do not see the worth of personalisation. This is most likely because this (fairly new) theory has never really been characterized. Personalisation isn’t simple to explain because it’s such a broad concept and can’t be restricted into a definition. So let’s try another approach.
It’s not that strong if you think as a standalone recommendation of personalisation. It will get just a little bit better, if you think for a website visit populated according to your client’s behavior. If you consider personalisation as recommendations placed on each page of your site, in your emails, app push-messages and on your own social networking pages, suggesting products/services completely relevant to your customer’s context (location, preferences and behavior), that’s when it gets more interesting.
If you consider personalisation for a means to make each client feel warranted, welcomed and treated as individuals by being exhibited the right content, at the right time, at every step of the customer journey and through each advertising channel, you get what could be the newest best element of your marketing strategy this season.
Personalisation is the sweet spot between imagination and large information. How do we use data that is massive in marketing so as to boost customer experience? That is the big question of today. Substantial data is used in each business, but marketers get to have the most fun with it.
Let us discuss the case of the airline industry and how large and personalisation data have the capability to alter. Early adoption of this can be understood on ‘The Future of Air Travel’, which suggests the airline industry is shifting in the constant process of cutting costs, to focusing on improving the customer experience and brand loyalty.
Why? Simply because they realised price cutting wasn’t a profit margin, but their client loyalty was. No brainer. How are they going to achieve this? To use the words of The Economist; “By adapting customer info management plans […], airlines may enable passengers by personalising aviation, making it pleasurable once more”. Rings a bell?
It seems airlines have understood the significance of personalisation and intend to use customer data to personalise the experience. They wish to be in control of the entire journey; at every step, offering a experience from airport experience reservations, airport adventure and beyond.
By collecting, assessing and pulling data fast into reports (enabled by powerful data insight technology), airlines and airports can first of all improve their operating efficiency but also personalise their solutions, which eventually leads to greater client loyalty. The best part is that today, this all may be automated. True story.
Let us look.
Don’t you just hate it if you reach the airport excited about your journey, but the feeling turns into deep frustration from eating disgusting food at exorbitant rates and waiting in endless queues? You are not alone. That is where promotion and data’s power actually comes into position. With information and new technology, airports create strategies to assist diminish queues and maintain passenger satisfaction high and can investigate in-terminal traffic management. For some airports queues literally have been designed out. Take that Heathrow.
Helsinki airport introduced passenger flow management technology, which will allow them to push passengers messages according to their location. Gate advice, not just annoying supplies, but real information such as transfer directions, altered departure time, etc.
Another manner in which the airline business can utilize data to improve experience is via the booking system. Stop and think for a moment about all of the data those companies have regarding their customers; destination, activities, travel frequency, and how much money they spent, they travel, which hotels they go to, what car they hire, etc.. Yes, the list is long. Now, as a marketer, consider of all of the different segments of clients available: business travelers, luxury travellers, very low cost travellers, backpackers, family ‘Volvo SUV drivers’, museum enthusiasts, vegetarians, etc.. The listing is long.
This offers the chance. Although at first glance, personalisation of this sort may be perceived as creepy due to the ‘big brother’ facet behind it, studies reveal customers do appreciate the results – a booking system along with a travel experience that is contextualised and personalised. When it takes into consideration their context and personal behaviour A customer is more likely to book with the exact same company.
A backpacker will not delight in getting an email about leasing a Porsche Cayenne. Or a business traveller will not enjoy if he’s about to reserve a flight for a business trip in Birmingham, being offered recommendations to get a hotel in the Maldives. Because it actually does make a huge difference with the information airline companies possess, they have the opportunity to avoid these unfortunate events, and ultimately improve customer experience and earnings per passenger.
Since the future of aviation is changing thanks to big data and personalisation, it’s true, you should be excited. Currently, this technology is underestimated or misunderstood by many, so today is the chance by adopting it to be way ahead of the game.
Personalisation has the power to turn your customers from couldn’t care-less, to amazed. An astonished customer is. And is not that just the whole point?
