Entering the world of hyper-personalisation

18 01 2014

In a recent interview in the Sunday Independent Michael O’Leary, CEO of Ryanair, talked about the airline’s future marketing strategy. While the announcement of a collaboration with Google caught the attention of the headline writers I was more interested in a comment he made towards the end of the interview. “We will be doing more individual marketing” he said. “We will build individual profiles for each passenger.”

This struck a chord with me because it echoed a very interesting presentation at the CMO Summit 2013 organised by the Marketing Institute of Ireland last November. Amanda Gosling, Associate Partner – Strategy, IBM, introduced the idea of hyper-personalisation. The simple idea is that mass communication, even with segmentation and tailoring to audiences, is not going to succeed in the future. What will succeed is having “real connections at relevant moments delivered with relationship care”. This means having a deep understanding of each individual customer rather than a generic customer persona.

Amanda was presenting the results of a major survey entitled “The Customer-activated Enterprise“. A key finding of the report is the need to create engaging customer experiences. This is driven by social media in particular as it gives customers the ability to “bang on the door and demand to be heard”. This trend demands that a company be more than just customer centric. It needs to be customer activated. The customer needs to be part of the company’s decision-making process. There are clear overlaps here with the concept of open innovation.

The report is well worth reading if only to get an idea as to how some of the world’s largest companies are thinking about the challenges of creating an effective digital strategy and a winning customer experience.

To learn more about the CMO Summit 2013 please read my guest post on the Marketing Institute blog.

To learn more about the IBM report visit IBM’s Institute for Business Value.

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