Going Hyper for Personalisation

Have you ever found yourself buying something online that you didn’t know that you wanted?? Or listening to great music on a streaming platform that you have never heard before?

Chances are that Amazon and Spotify’s recommendation engines have targeted you with products and music based on your previous activity.? Thanks to digital personalisation, when done appropriately it can save you time and improve your consumer experience.? In fact, according to?research?by customer engagement platform Twilio, 62% of consumers say they expect personalization and over 56% say they will become repeat buyers after a personalised experience – a 7% increase year-over-year.

Given this trend, it’s always surprising that organisations still do not adopt this approach with employees.?

Many companies still rely predominantly on broadcast communications – via mass email, old-fashioned intranets or PowerPoint heavy Town Halls.? It’s not surprising therefore that research by Gartner shows that 46% of leaders and 35% of managers’ report experiencing information overload. That familiar feeling of being overwhelmed with communication impacts productivity and our experience at work.

It's time to change our approach and the good news is many organisations are discovering how easy it is to use technology to personalise information so that employees receive the information they need and want in order to do a great job!

A modern approach through a Digital Intranet

Ask colleagues this time last year if they had heard of the term ‘hyper personalisation' and they may have received a blank stare – but in 2024 it has fast become the trend that will help to revolutionise the way that information is shared.? All you need to enable this shift is a modern intranet.

The ‘behind the scenes’ magic is through creating custom and targeted experiences using automated audience segmentation via existing data, analytics, and of course artificial intelligence. This allows companies to engage with employees at a greater personal level, so that they receive and can interact with relevant content at the best time, through the most appropriate channel and in a language of choice.? As a result, each member of the team can tackle their work in a richer and more productive way.

John Clegg Chart.PR FCIPR is an Internal Communication colleague and leader who is excited by the power of hyper personalised modern intranet-based experiences.? “We are still at an early stage in harnessing the power of AI for employees. Technology changes have the potential to create a paradigm shift in how information is delivered and consumed.? At a time when employees are time poor, this will allow them to be more productive, effective and engaged.”

John continued “however, none of the advances in technology will matter unless organisations see the benefit in upgrading their intranet solutions and investing in Internal Communications, and this is where the role of the Internal Communications leader comes into their own. As a trusted advisor, we need to be able to show the return on investment. At the same time, lower cost options need to be available for cash strapped organisations. They shouldn’t be left out in the cold”.

Delivering a best-in-class, cutting-edge digital workplace is something that the team at Appspace are very proud of.? Maximo Castagno is their Chief Design Officer, with a background in creating exceptional user experiences. “The evolution of generative AI technology has allowed us to revolutionise personalised employee experiences on our entire platform, enhancing both workforce satisfaction and customer engagement.?

Our platform can now seamlessly leverage artificial intelligence to help with aspects such as tone of voice, sentiment analysis, smart tagging and even ensuring compliance with Accessibility guidelines. This allows users to be more productive and instantly target content with precision and granularity, building deeper connections. The best thing is that our customers don't have to think or worry about adopting any of this because as always we do it in a way that feels like it's always been there. A seamless user experience is and always has been our secret ingredient and AI is no different.”

Jo?o Ferreira is a leading industry voice on how to unlock the power of Microsoft 365.? " Appspace leverages Microsoft technology and AI to create hyper personalised intranet experiences by using Copilot and the power of Microsoft Graph. The rise of AI is unprecedented in the history of technology and comparable only to the internet boom in the 90's that boosted organisational speed and productivity.

I am excited by the ability to ensure that information reaches the user based on their preferences, interactions, or work duties, without the need to think where to go to share or consume the valuable knowledge and resources that the organisation produces”

There’s more to come!

In May 2023, Bill Gates attended a Goldman Sachs event where he described the potential future impact of yet-to-be developed personal digital agents “Whoever wins the personal agent, that’s the big thing, because you will never go to a search site again, you will never go to a productivity site, you’ll never go to Amazon again,” he said.? Nearly a year on and it feels like this vision of the future is in sight.