People are coming to expect personalisation in services and products in the same way as they would expect other forms of customer service. It is a way in which people can tell that brands have done their research, and though there are some people who would rather stay anonymous, it is hard to deny that personalisation makes a big difference.ย
One study showed that UK consumers would pay 15% more to buy from businesses with a high level of personalisation. It is clear that people value brands that take the time to connect with them on this level. 71% of people who responded to that same survey said that personalised experiences increase their brand loyalty.ย
Recommendations are a way that weโve become used to this kind of method of personalisation, but there are many other ways businesses are seeking to become more personal.ย ย
Connecting to real people
Chatbots are great when they work and give you the response you want, but they donโt always work in that way, and most people would rather be able to call upon a human to discuss things with. Some companies are now making a point of making dedicated staff available on the other end of a call so that they can show a personal level of care.ย
Games companies and online casino brands are an example of a way that businesses can build an even more individualised, one-to-one interaction โ and the introduction of live games is a prime example. People can choose to connect to play online blackjack in real-time now, with a live dealer on the other end of a connection.ย ย
We know that connecting to others online is something that has been possible in the world of entertainment for a long time, but advancements that prioritise this to give a more tailored connection are likely to make the difference for some customers. Even in industries like hotels, the connection has become a little less personal in some locations as people have started to use things like digital check-in. This is not a very human interaction, and some are going back to methods where they can cultivate a connection where people are surrounded by others.ย
AI-driven personalisation
Internet giants have been working on methods of personalisation for decades now. Amazon has been using the way we buy and browse to try and understand customers since 2003, and their algorithm continues to grow. In fact, it now leads the way when it comes to AI-driven personalisation.ย
Machine learning is able to scan and understand the behaviours of customers and their buying patterns to provide insights. If a lot of people who bought a certain type of hair curler also bought a hairdryer from the same brand, it makes sense to recommend it or at least make it more visible to customers. The same applies to the hospitality industry, and technology has changed the way that people interact with brands. Apps and menus for booking services allow brands to understand when you are likely to order or how responsive you are to their ads. This can all be used for future advertising campaigns but also for providing personalised offers and recommendations.ย
The actual mechanisms that go into AI-driven personalisation are more complex than you might think. Customer data provides it with more details than humans could possibly process, and the machine learning algorithms are able to pick up insights about virtually every customer. The maths behind it is complex but the results are usually pretty good. If you head now to an account you use frequently, personalisation might even recommend a product.ย
Hospitality businesses obviously have the incentive of potentially making money out of their recommendations, but other brands do it just to enhance the customer experience. AI plays a role in some streaming services and their recommendations, too. Think of the way that Netflix seems to know what sort of movie or series you want to watch. This comes down to algorithms working out the sort of things you may be into. It doesnโt always get it spot on, but it can build a pretty good picture of your tastes.ย
Personal touches
Little personal touches can go a long way in the hospitality industry. For instance, a hotel or restaurant taking the time to provide a promotion on somebodyโs birthday may help to provide them with more revenue and repeat custom, but it is also nice to be recognised and get an email offering you a discount or similar offer. Even going into a hotel and having greetings messages on the screens in the rooms can do more to show that the brand genuinely wants to connect with customers and build a personal experience.ย
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