Antonio Lucio, HP’s Chief Marketing and Communications Officer stated in a recent article (Forbes) “To win people’s hearts and minds this year, brands must curate hyper relevant, personalized experiences to build businesses that stand the test of time.”
For several years now, there has been growing buzz around the melding of the analytical side of data with the human insight side of data. As humans, we’ve always conducted the majority of our decision making on the subconscious level (CMO) .
To create a personalized customer experience, however, we need to make sure we’re approaching this challenge openly.
Three Key Mistakes to Avoid
- Attribute data dictates personalization – Attribute data (demographic, behavioral, etc.) about your customer will not put their purchase decisioning into context. Two people that share the same quantitative data set are likely motivated to buy at a subconscious level for two completely different reasons. Let’s look at two middle aged males with similar income, family status, interests and activities. They are both in the market for a new car. One will be most influenced by an easy and affordable overall transaction, the other is going to be motivated by reliability of both the vehicle and the service department.
- Your biases influence how you personalize – How you view your customer – and the associated big data – is influenced by your own biases, as illustrated by many thought leaders including: Daniel Kahneman, Michael Lewis and Dan Ariely. As humans, we think we know someone because they remind us of some type of norm that’s already imprinted in our memory, and we proceed to communicate with them accordingly. In its simplest sense, imagine you’re a luxury automotive sales person. A potential customer comes in that doesn’t appear to be someone who could afford one of your cars (dressed sloppily, how they carry themselves, etc.). Are you instinctively already deciding your approach and level of effort before you even talk to this person? At some level we all would; we can’t help but have an immediate trigger reaction and bias.
- One size does not fit all – As marketers, we are becoming more aware of customer experience and feelings, but we still oftentimes categorize them all the same way. Human insight and motivation is very individual. That’s the bad news. The good news is that for any given decision instance – we’re not that complicated – there’s no need to create a complex array of personas. Usually, knowing 3-4 key motivating factors is enough.
Getting It Right
The trick to all this is uncovering the subconscious motivations of your audience, being able to align those with each individual and knowing exactly what to say, and what to avoid saying to deliver the ideal customer experience, and to get them engaged, moving forward and delighted as customers.Find out how we’re helping our clients discover their client’s hidden motivations with our Genius tool set.