• Subscribe   
  • Subscribe   

Digital messaging: when hyper-personalization becomes 'creepy'...

Published on 24 Apr 2019

Digital messaging: when hyper-personalization becomes ‘creepy’…

In today’s convenience culture, consumers expect personalized experiences, especially when it comes to customer communication. Not only should a message be addressed to a recipient by name, it also needs to take into account personal preferences, engagement history and even external factors, such as location and weather, to stand out in a crowded inbox.

The application of artificial intelligence to real time data can produce the optimal “next best offer” for your customer – but at what point does personalization cross the line to become too personal?

Our guru opinion:

The goal of hyper-personalization is to utilize data to create a marketing or operational message that is relevant and timely.

And it’s clear that customers want personalized experiences – this shows that a brand recognizes and cares about their specific needs. As much as 83% of consumers are willing to share their data to enable a personalized experience. However, the minute a customer’s reaction to a message is “how did they know that?” – you’ve crossed a line.

There are several reasons for the ‘creepy’ factor. The first relates to consent – in a study by Accenture, 27% of respondents said a brand had communicated with them in a way that felt “too personal”, and 64% of that group were uncomfortable because they didn’t willingly provide the data used.

Another was the use of location to provide relevant offers – with 41% stating that it’s creepy to get a text from a brand or retailer when they walk by a store.

Unfortunately, what’s creepy and what’s not, is ultimately a personal evaluation, meaning organizations must constantly measure their desire to utilize possibly intimate data, with the value this brings to the individual.

Ross Sibbald

Ross Sibbald

Commercial Director, Africa

Enjoyed this quick read?

Striata is a leading provider of digital customer communication solutions that improve customer experience and advance the digital transformation of a company’s communication strategy.