How to avoid “creepy” personalisation.
Paul Henninger of FTI Consulting
explains the “Creepiness Factor
” - a way to measure whether your company has the right balance
between “respecting privacy” and “making the most of data through customer analytics”. ⚖ Crucially, businesses need to focus on “understanding how customers make decisions”
rather than individually profiling customers:
The key is to adopt a smarter data strategy that reduces the reliance on clearly private data to understand and model customer behaviour.
Such a strategy balances, and promotes, the two apparently conflicting objectives of, on the one hand, reducing the cost of near-term data protection compliance, and on the other hand, creating a sustainable lead in the race to better understand and anticipate customer needs and wants.
by Justin Bachman discussing how airlines are funnelling their vasts amount of customer data to “hyper-personalise” services to encourage loyalty
- without crossing the creepy line:
You’ll get an apology if your flight last week was delayed, for example. Or a thank you if you just hit 200,000 miles for the year. Or, say, a flight attendant spills some coffee on your skirt: The tools will allow him to award you some frequent flier miles or a future travel voucher on the spot.
But, as Bachman points out, “do we want to feel like we’re under the microscope every time we fly?” 🕵 🎁