Last updated on 2024年7月26日

Customers find their personalized experience intrusive. How can you turn it around to make it truly helpful?

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In the digital age, personalized customer experiences are often seen as the holy grail of customer service. Yet, there's a fine line between personalization and intrusion. When customers feel that their privacy is being invaded, it can lead to discomfort and erode trust. As businesses strive to tailor experiences, it's crucial to ensure that personalization enhances the customer journey rather than detracting from it. Understanding the nuances of customer expectations and boundaries is key to turning a potentially intrusive experience into a helpful and appreciated one.

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Leo Lachenal

Marketing Strategy, Branding & Advertising Lead
kaouther Ben Abdallah

General Manager Products chez distribiteur pharmaceutique en gros
Douglas Conrad

Co-founder | Investidor | Mentor | Rela??o com Clientes e Mercado

1 Consent Matters

In the realm of customer experience, consent is not just a legal necessity; it's the foundation of trust. You must ensure that customers feel in control of their data and understand how it's used to personalize their experience. Transparency is paramount; explain the benefits of data sharing in clear terms and give customers the ability to opt-in or out easily. This way, personalization becomes a service they can appreciate rather than a source of concern.

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kaouther Ben Abdallah

General Manager Products chez distribiteur pharmaceutique en gros
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Les clients trouvent leur expérience personnalisée extrêmement satisfaisante. En comprenant leurs besoins uniques et en offrant des solutions sur mesure, nous renfor?ons leur fidélité. De plus, la transparence dans nos relations est essentielle pour progresser ensemble.

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Erika Zimmer

Learning & Onboarding | Customer Experience Specialist
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La base de las relaciones duraderas es la confianza. Es crucial ser transparentes con nuestros clientes y no ocultar ni distorsionar la información. Establecer una comunicación abierta y sincera no solo fortalece la confianza, sino que también asegura que nuestros clientes se sientan valorados y respetados en cada interacción.

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Leo Lachenal

Marketing Strategy, Branding & Advertising Lead
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Beyond the legal issue of consent, if personalization is perceived as intrusive, it means your customer doesn't feel like they have entrusted you with their data. A good customer data collection strategy involves "progressive profiling," where 0-party data is gradually collected for customer affinities alongside with 1st Party behavioural data. Any reluctance to provide this information should be analyzed, helping to create an affinity score for personalization.

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Joe Boleware

Customer Data Strategy | Privacy-First AI Powered Predictions Hyper-Personalization for Retail. ex-[Salesforce], ex-[Appian], 1 Exit
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Speaking as a consumer, we expect instant results. We're spoiled from social media, Amazon, Starbucks, etc. Personalization isn't a luxury anymore – it's a demand. If we are giving our hard-earned dollars and sharing our data: ?? Know What We Want: Brands should know our preferences, styles, and dislikes. Whether it's a barbecue grill, home remodel or a new suit, anticipate our needs before we do. ?? Real-Time Offers: Provide specific products, special offers, and tailored content based on our current needs. ?? Personal Data for Personal Rewards: If we're providing our personal data, we expect personalized ads and content that's relevant to each of us. Brands must meet these consumer expectations in real time. Leverage AI…

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2 Privacy Balance

Striking the right balance between personalization and privacy is essential. You should collect only the data that's necessary to enhance the customer experience and avoid the temptation to overstep. Use data judiciously to create meaningful interactions that demonstrate you value their privacy as much as their business. When customers see that you're using their data to make their lives easier, not just for your own benefit, they'll be more likely to view personalization as a positive.

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Erika Zimmer

Learning & Onboarding | Customer Experience Specialist
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La privacidad de nuestros clientes es nuestra prioridad principal. Todas las sugerencias que ofrecemos en nuestro servicio de atención deben basarse únicamente en la información que el cliente nos proporciona de manera voluntaria, sin acceder a datos sensibles almacenados en la plataforma. Esto es crucial para mantener la confianza de nuestros clientes y fortalecer nuestras relaciones a largo plazo.

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?? Stephen Jones

Ecom Tech Geek - Partnerships @ DigitalGenius
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There's a lot of talk about 'Personalisation', but not not a lot of clarity about what's meant by that. There's a very close parallel to B2B sales; when you're cold calling and emailing a potential client there are two factors that matter most: 1. Timeliness - Why (are you contacting me) now? 2. Relevance - Why (are you contacting) ME? Does it matter which university this person went to? Probably not. It's the same thing with CX improvements. Collecting unnecessary data and 'personalising' their experience with stuff that is entirely irrelevant to what you're selling does nothing to enhance their experience. Stick to using their data to add context to "Why now?" and "Why me?" and it won't feel invasive!

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3 Contextual Insight

Context is everything when it comes to personalization. You need to understand not just who your customers are, but where they are in their journey with your product or service. Use contextual data to provide relevant recommendations and support that feel timely and considerate. This approach shows that you're paying attention to their needs and circumstances, making personalization feel like a thoughtful service.

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Douglas Conrad

Co-founder | Investidor | Mentor | Rela??o com Clientes e Mercado
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Sabe aquele comentário fora de contexto que deixa todo mundo sem jeito? Isso é o mesmo que você fazer ofertas ou sugest?es fora de contexto para seu cliente achando que está personalizando a jornada dele só porque sabe seus dados de cadastro e histórico de compra! N?o cometa esse erro! Contexto é momento! Contexto é dinamico e temporário. Uma coisa é o cliente estar com uma fatura vencida outra é ela ter vencido ontem! Isso é contexto! Uma coisa é ele entrar em contato outra coisa é ele entrar em contato depois de ter recebido uma liga??o sua! Isso é contexto!

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4 Value Proposition

Personalization should always come with a clear value proposition. Show customers that by allowing you to use their data, they're getting something worthwhile in return, such as tailored recommendations, faster service, or exclusive offers. When the perks of personalization are evident, customers are more likely to embrace it as a beneficial aspect of their experience with your brand.

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Leo Lachenal

Marketing Strategy, Branding & Advertising Lead
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La proposition de valeur est au coeur de la problématique. Prenez les applications les plus utilisées de vos téléphones, les réseaux sociaux sur lesquels vous êtes présents. La valeur per?ue du service qu'ils vous offrent est supérieur à la réticence que vous avez à leur confier vos données. Plus la valeur per?ue du produit ou service est élevée, le mieux vous arriverez à limiter la dissonance cognitive.

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Douglas Conrad

Co-founder | Investidor | Mentor | Rela??o com Clientes e Mercado
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Cuidado para n?o sobrecarregar o cliente com informa??es ou sugest?es tentando agregar valor. Valor tem muita rela??o com timing, contexto. Quanto menos persistente e invasivo melhor. Concentre-se em intera??es bem contextualizadas muito mais do que volume de intera??es. Quando você acerta o timing e o contexto da intera??o você ativa o sentimento de importancia, relevancia do cliente. Quando recebemos uma intera??o sentindo que ela era bem o que você precisava, aí percebemos valor!

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5 Feedback Loop

Implementing a feedback loop is a powerful way to refine personalization efforts. Encourage customers to provide feedback on their experiences and use this information to adjust your approach. Showing that you listen and act on customer input can transform personalization from an intrusive tactic into a customer-centric strategy that continually improves over time.

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Erika Zimmer

Learning & Onboarding | Customer Experience Specialist
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Los comentarios que nuestros usuarios o clientes nos brinden son fundamentales para orientar el futuro y la dirección de nuestro equipo de atención al cliente. Si a un cliente no le gustan nuestras sugerencias, puede ser una oportunidad de mejora para la persona que lo atendió. Sin embargo, si varios clientes se?alan lo mismo, esto debe ser una se?al de alerta para que el equipo revise inmediatamente ese aspecto.

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6 Empowerment Through Control

Finally, empower your customers by giving them control over their personalized experiences. Allow them to adjust the level of personalization they receive through user-friendly settings and preferences. When customers feel empowered to tailor their own experience, they're more likely to view personalization as a tool for convenience rather than an invasion of privacy.

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Maria Manko

Senior Manager, Customer Experience
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If customers find their personalized experience intrusive, turn it around by empowering them with control. Customers can customize their preferences and decide what information they want to share. I once worked on a project where we introduced preference settings, letting customers choose the level of personalization they were comfortable with. This approach made them feel respected and valued, transforming their experience from intrusive to genuinely helpful. Giving customers control builds trust and enhances their overall satisfaction.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Customers find their personalized experience intrusive. How can you turn it around to make it truly helpful?

1

2

3

4

5

6

7

1 Consent Matters

2 Privacy Balance

3 Contextual Insight

4 Value Proposition

5 Feedback Loop

6 Empowerment Through Control

7 Here’s what else to consider

Customer Experience

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Customers find their personalized experience intrusive. How can you turn it around to make it truly helpful?

1

2

3

4

5

6

7

1 Consent Matters

2 Privacy Balance

3 Contextual Insight

4 Value Proposition

5 Feedback Loop

6 Empowerment Through Control

7 Here’s what else to consider

Customer Experience

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