During the personalisation fireside chat with Tealium, an interesting question came up that I wanted to take some time to answer. The question was “How do you stop overlapping experiences when some of the audiences cross-paths?”.
This is one of the most intriguing aspects of personalisation and how to manage it at scale. In this webinar I introduced the personalisation framework The Lumery uses with its customers, which enables a layered approach:
- Context: What is the context the customer is currently in? Are they within a booking/quote funnel, are they within a service request for a complaint, have they purchased and need to be onboarded? These stages are the context within the customer experience.
- Persona: This stage is the criteria of segmentation. It includes net new customers, existing customers or even demographic information we have collected on a person. This is the information that drives a strong relationship.
- Treatment: This is the content treatment that we apply to a prospect or customer based on what they have selected. This may be based on a product category e.g. renter or buyer, international or domestic.
- Next Best Action: This is the thing we want someone to do. For example: start a quote, a booking, a purchase, select a product or even convert to sale.
- Next Best Offer: This is the offer that we provide a customer in the attempt to get them to fulfil the Next Best Action. This might be a recommendation or a discount but doesn’t always have to be of monetary value.
Now that we have all these layers in play, how do we ensure there is minimal overlapping experiences? The answer is simple, but at times complex to implement — mutual exclusivity. When you treat each of the personalisation layers as mutually exclusive, then you have two key decision criteria to add or remove someone from a stage:
- Entry criteria: The data point or points that allow someone to be included into a stage.
- Exit criteria: The data point or points that allow someone to be excluded from a stage.
Take a health care provider as an example:
Personalisation is often feared as a definition and approach that is never achieved. Our framework provides a structured approach that enables a customer to receive tailored offers based on the context and actions they have taken with your company. Use our framework and see where your personalisation layering is working and where it could be improved.
If you missed the live 20-minute webinar, you can watch it on-demand to hear more about achieving personalisation at scale below
If you have any questions, I always enjoy talking about digital strategy so please send me a message on LinkedIn.
About The Author: Ben Fettes, Co-Founder and Head Of Strategy at The Lumery.