Good morning, Marketer. It’s a beautiful day, let’s play two.
A recent survey found fewer than a third of U.S. consumers like having ads tailored to them. This calls into question one of the basic assumptions for personalization: People like seeing more products they are interested in. This was the case pre-internet. Proof? People really did look forward to the arrival of the new Sears’ catalog.Today, though, click on a search engine and you’ll have all you want.
Most personalized CX doesn’t provide real value to the customer. Here’s one that does: My grocery store lets loyalty-card holders like me use a hand-held scanner when they shop. In addition to letting me checkout faster (the groceries are already bagged, order already totalled), it gives me coupons for things I am purchasing. I am very happy to give them my personal data and let them track my purchases. Win/win, as far as I’m concerned. A good product solves a problem for the buyer. So should a good CX.
Constantine von Hoffman,
Managing Editor
