To improve personalization accuracy, companies should gather customer data through testing and then use that data to personalize communications. Testing small changes and tracking results allows companies to understand customer needs. Once enough data is collected, tools can be used to aid personalization, like segmenting email lists or joining related online conversations. Personalized elements like subject lines, social interactions, and surveys increase accuracy by adding a personal touch. Ongoing measurement ensures successful strategies are repeated.

1. What is a good strategy for
improving the accuracy of
customers’ personalised service?
6 minute presentation

2. Introduction
• We are are guilty of treating
customers alike.
• Out of those who try to
personalise a service, the
majority place customers into
pigeon holes and make
assumptions.
Image found: h.p://tha.hebonesyouhavecrushedmaythrill.blogspot.co.uk/

3. Introduction
• Many just randomly trial
marketing messaging and
promotions etc. to our
consumers without a real plan
or measurement across trials /
tests.
• These are then trialed seeing
which work and which do not
like throwing sh*t against a
wall and seeing if it sticks.
Image found: h.p://tripwow.tripadvisor.com

4. Research Figures
• 85% of customers avoid companies where they’ve had a
bad experience.
• 41% of total online revenues come from existing
customers who make up just 8% of visitors to their
website.
Stats: www.be.eryourbusiness.co.uk

5. Research Figures
• 81% of British people think a small business is going to
serve their needs better than a larger competitor
• 66% of the UK population would spend a little more to
get better service from their supplier
Stats: www.be.eryourbusiness.co.uk

6. Strategic Elements

7. Data
• Data is key
• It’s the foundation of any
business
• Understand your audience and
how they interact with your
brand
• Then and only then can you
start seeing how you can
personalise your service
towards them

8. Test, Test & Test Again
• Testing is the key to success
• Gathering data whilst testing is
vital
• Small incremental changes
can amount to huge benefits
• You don’t need to spend a
fortune on tools, services.
• Just spend time trying to
understand what your
audience needs and how to be
personalise that need to
increase conversion and
loyaltyImage found: h.p://verita‐group.com/

9. Tools
• Don’t fall into the trap of using
the best of breed
personalisation modules,
advanced search and paid for
analytics etc as a default
purchase
• Once you’ve gathered data
and tested your ideas and
understand your audience then
and only then is it time to act
as you will have understood
their needs.
• Then research the tools that
may help you achieve your
goals.
Image found: h.p://www.errotools.co.uk

10. Simple but Effective
Personalisation
• The following are a few examples of how you can move to
personalise your communication whilst maintaining and increasing
accuracy through data.
• These area relatively low cost and simple to implement

11. Email
• Obvious, but still not used as
much as it should.
Personalisation in subject line
and body of email will help
make create the sense of a
personal email
• Segment the database and
stop blanket emailing
• Keep trying to increase the
data you hold against the
subscriber, but asking further
questions to store against their
profile.
Image found: h.p://h.p://bizmology.hoovers.com/

12. Social
• A direct conversation is the
most personal service you can
offer
• Don’t just monitor brand terms
or reply to direct requests to
your brand/service
• Try to monitor, interact and join
conversations which are
related to your offer and not
only add value to the readers
but give you a chance to
convert to a sale
• Use polls, reviews to gain
users confidence whilst adding
a personal touch.

13. Measure
• Finally you must measure and
record your activity to see how
success is achieved and then
repeat.

14. NEXT STEPS…
Thank You!
• Any Questions or for further discussion:
– @georgeioannou
– Linkedin.com/in/georgeioannou
– @digitalandwise
– www.digitalandwise.com
– +44 161 946 3851