- The trend towards the personalisation of customer experience is increasing exponentially as their choices and options grow.
- To deliver the best customer experiences, brands must be able to not only offer customised solutions but personalised ones too.
- Personalisation has been shown to increase brand loyalty, improve customer experiences and generate growth for businesses.
Digital transformation trends have been erupting throughout all industries. One of the biggest trends being the rise of mass personalisation. Businesses that are able to grasp this trend, adapt to it and take advantage of it can potentially find new growth opportunities and undoubtedly gain a significant competitive advantage.
The Rise of Personalisation
Throughout the years, customer experience has been the key driving force for change, specifically, 86% are willing to pay more for great customer experiences. These better experiences are determined through the digital product’s speed, convenience, consistency and friendliness. However, there is one factor that connects this all together, and that is having a human touch.
Although having a decent user experience has previously worked to attract target customers, it is not sufficient for the new generation who not only want but expect a great deal of personalisation. In fact, 64% of Gen Zs and 72% of millennials expect a more personalised experience from brands than their predecessors.
Despite the benefits businesses could reap by providing new personalised services to their customers, some are still behind and unwilling to change. In a study done about the impact of personalisation, it was found that 80% of customers would be more likely to do business with a company that offered personalised experiences. And yet, only 55% said they were delivering this.
That being said, just last year, it was reported that 99% of marketers who did employ the use of personalisation all agreed that it has advanced their customer relationships and 90% saw an improvement in business results.
But isn’t personalisation the same as customisation?
The answer is no. Despite sharing a few similarities, personalisation is about automating the entire customisation process for users by leveraging machine learning, AI and data analytics. To learn more about the difference between them, check out our Digital Transformation Guide here.
For now, let’s take a look at the different industries flourishing through the use of personalisation.
The Entertainment Industry
In the entertainment industry, there is not a business that has done personalisation more famously and effectively as Netflix. In the past, families would gather around on the sofa to watch whatever was on the television that evening. Now? The remote is fully in your hands.
Personalisation is one of the aspects Netflix is most well-known for. Their ability to not only adapt to the interests of their users but to also expand upon those interests over time has gained them a loyal fanbase.
From suggested videos, the way they’re organised and displayed, to even which artwork piece gets displayed to entice you, Netflix has mastered the ability of deep personalisation. In their own words, they want their customers to “spend less time looking for something to watch and more time watching something they truly enjoy.”
And it seems like they’re going full speed in the right direction, as over 80% of people who end up watching something on Netflix did so because they were recommended by Netflix’s personalised algorithm.
The Travel Industry
It is no secret that the travel industry is full of customisable experiences, from what time you want to check-in and check-out of your hotel, to how you’d like to get picked up and dropped off at the airport. However, that’s all it is, customisable but impersonal.
To close this gap, the travel industry has experimented with a variety of technologies to deliver a unique personal experience to take them over the edge of the competition. One of these businesses being United Airlines.
United Airlines employs a handheld device that provides flight attendants with carefully selected information about their travelers, including how frequently they fly, whether or not they’ve had a flight cancelled and more, to tailor their in-flight experience accordingly.
Cruise Ship liners are also adopting a more personalised approach through creating a device called the OceanMedallion, a wearable device featuring a variety of technology that enhances guest-crew interactions, providing the best user experience possible. This includes the ability to a variety of activities such as ship-wide scavenger hunts and more.
The Beauty Industry
The beauty community has been growing immensely over the years, becoming more innovative with the products and services they offer. From skin matching applications to fully customizable products through the use of technology.
One of the most popular products for beauty and skin care are face masks. However, these face masks can sometimes be too big for your face – which just gets messy and is inconvenient to put on, or it just doesn’t fit comfortably enough which defeats the purpose of trying to relax.
Neutrogena has introduced a new way to combat this. What if you could have a face mask fully personalised for not only your own face, but even the different areas for your face. In 2019, Neutrogena introduced MaskiD giving consumers more control over what they put into their face masks. Not only will your face and skin measurements be accurately measured and printed out, but you can also personalise which areas of your face needs what.
In conclusion, as we progress rapidly through the ever-changing world of digital transformation, personalisation has and will continue to show no signs of slowing down. The only way to scale your business is to know your customers and gear your business to explore different ways of keeping them at the heart of your business.
Learn more about digital transformation
To recap, it is important to note that the trend towards the personalisation of customer experience will only grow exponentially as their choices and options grow in the future.
With all the options available for users to choose from, it is crucial that your business is able to offer the best customer service and experiences, and to do so, brands must be able to not only offer customised solutions but personalised ones too.
Personalisation is a part of digital transformation and has been shown to offer a vast array of benefits, mainly increasing brand loyalty, improving customer experiences and generating growth for businesses.
Check out our Digital Transformation Guide to learn more about the rise of the rise of personalisation, the industries embracing it and how to digitally transform your business for success.