고객 경험에서 진정한 개인화의 필요성

### 고객 경험의 진정한 개인화 사례
* 🏃 화창한 어느 날 개에게 공격을 당해 응급실을 방문했는데, 자주 방문했음에도 불구하고 **개인 맞춤형 서비스가 제공되지 않아 실망**했습니다.
* 📄 간소화된 프로세스 대신 동일한 양식과 긴 대기 시간으로 인해 **광견병에 대한 우려**와 함께 많은 고객 경험의 비인격적인 특성이 부각되었습니다.
* 📧 반려견이 죽은 후 관련 없는 반려동물 제품을 추천받은 제 친구나 지팡이를 구매한 후 원치 않는 광고를 받은 제 경험에서 볼 수 있듯이 **이러한 개인화 부족은 만연해 있습니다.**
* 📊 저희 팀과 저는 개인화 지수를 개발하여 기업이 고객 상호작용을 기반으로 얼마나 고객 맞춤형 경험을 제공하는지 측정한 결과, **Netflix와 Starbucks와 같은 개인화 선도 기업은 뛰어난 반면 의료 서비스 같은 산업은 뒤처져 있다**는 사실을 발견했습니다.
* 📈 연구에 따르면 개인화가 성장을 크게 견인할 수 있으며, 향후 5년 동안 **2조 달러 규모의 시장**을 선점할 가능성이 있는 리더들은 **더 나은 고객 참여의 필요성**을 강조하고 있습니다.
* 🔍 성공적인 개인화의 핵심은 브랜드가 더 적은 수의 관련성 높은 커뮤니케이션에 집중하여 신뢰를 쌓고 고객 만족도를 향상시키는 **'적은 것이 더 많다'는 원칙**입니다.
* 💡 피델리티와 같은 기업은 **고객의 목표를 깊이 이해**하고 개인화된 커뮤니케이션을 통해 관련 없는 제안으로 고객을 압도하지 않으면서도 참여도를 높임으로써 이러한 접근 방식의 모범이 되고 있습니다.
* 🤝 궁극적으로 **기업과 소비자 모두 협력**하여 상호작용의 개인화를 회복하고, 점점 더 비인격화되는 세상에서 개인이 존중받고 가치 있다고 느낄 수 있도록 해야 합니다.

진정한 개인화는 인사이트를 활용하여 신뢰와 만족을 구축하는 의미 있는 상호 작용을 만들어 고객 경험을 혁신합니다.

It was a bright sunny day, and I was out for a run when the large dog escaped from behind his fence, attacked me, and bit me right in the leg. I fell, sprained my wrist, and to make matters worse, I found out he's not up to date on his rabies shots. Okay, off to the local urgent care I go. I've been there a bunch of times before, so I figured they'd have my information on file and quickly admit me. Instead, I got this: the same form that I filled out so many times before, and now I had to do so with a busted wrist. And then I sat there waiting and waiting, and nothing beats waiting in a waiting room than thinking, Did I just get rabies? This is the opposite of a personalized customer experience. You see it all around you, don't you? And it makes you want to go, There's the hurtful. My friend Sanjie, his dog died six months ago, and his online marketplace is still sending him email recommendations for his dog's favorite treats. Then there's the inaccurate. I

bought my uncle a cane online, and now I'm getting trolled with ads for hearing aids and senior citizen discounts all over the internet. I'm not that old. And then there's the I don't want another one of that. I just want one that works. I bought a dishwasher, and it arrived after 9 months damaged. Uh, so I was waiting and waiting, and the same company sent me an email, and then another, and another with recommendations for more dishwashers. It's infuriating, and it doesn't have to be this way. I lead a team of over a thousand people around the world dedicated to helping brands build better customer experiences, what we call true personalization. I've been geeking out about this for years, so much so that I even wrote a book on it. Check it out. And I want to share with you what I learned because I think we need to be demanding better experiences from the brands we interact with, especially now in this day and age when companies should be competing on the scale of insights they

have about us at a speed enabled by AI and Technology. Okay, but let's start with what true personalization even is. Unlike customization, which is about tailoring products, say a custom fabric for a sofa, personalization is about tailoring experiences. True personalization is when a brand takes what it learned about you in one interaction and makes your very next interaction better, faster, cheaper, or more convenient. Sounds simple on paper, but in all my work, I found there's not really a great way to measure personalization, and it's really hard to improve what you can't measure. This is why my team and I built the personalization index. It's a simple score from 0 to 100, and it tells you exactly where a brand stands. You can score any company on it in any industry, and it's really a first measure of its kind. We did exactly this for hundreds of companies around the world, and the findings kind of shocked us. What may not surprise you is some of the companies at the top of the personalization index scoreboard. Of course, we have Netflix and

We all know they provide great feeds of movies that you love to watch, and they match your preferences. Then you have Starbucks. When you open their app, they provide personalized offers for your favorite drinks. But there are other lesser-known companies at the top of the personalization index, like their mental health app, and they actually score you on 12 different brain functions. Then they might match you up with your perfect therapist, or they would just give you helpful everyday advice. Now, some of the companies at the bottom of the personalization index also won't surprise you. They hail from industries like financial services, insurance, B2B distribution, and yes, US healthcare, including my local urgent care. But what did surprise us is the extent to which personalization can boost growth. My research shows that personalization leaders grow 10 points faster than laggards, 10 points, and they're building competitive moats. They're achieving the highest customer satisfaction scores. In fact, combined, personalization leaders will capture a $2 trillion prize in incremental growth.

over the next 5 years. Yes, that's trillion with a T. Okay, so with all this potential upside, you might ask, What's the secret sauce to making customer experiences truly personalized? Here's the secret, and this was the most counterintuitive finding from our research: with true personalization, less is more. Less is more. Fewer ads, fewer offers, fewer messages, less spam. Because when a brand truly respects you and knows you, it's only going to show you what's relevant for you. With this less is more approach, a brand can build trust. Okay, so let's look at how companies actually put less is more into action. A brand that's perhaps less talked about in this regard is Fidelity. And for those of you watching outside of the US, they're a financial services company, and they do two things really well to live up to the less is more mantra. Number one, Fidelity really gets to know you. They don't just send you email blasts and then make decisions off of open rates. No, they actually want to get

to know the investment goals of each and every client. They might do this with a one-on-one meeting with an adviser or by sending you an online survey. Now, this survey is really interesting because the companies designed it with their future outreach efforts in mind, so they're really thinking about your next experiences from your very first interaction. They even have this cool thing called the Gratitude question, where they ask, What are you grateful for in your life? and then they personalize your investment goals accordingly. Imagine what my experience would have been like in that local Urgent Care had they been thinking about my future experiences from the first time I walked in. Second, Fidelity, once they get to know you, uses personalization to delight you. Teams look at your investment goals along with data from your every next interaction to decide what to do next. Say you had a baby and you updated the beneficiaries on your life insurance. They would take this data and educate you on the benefits of opening a college savings account. They would even choose how to educate you. Say you were new to

investing. They might show you a brief video, or if you were really a savvy investor wanting to dig into the details, they'll send you an in-depth article next. And this is key: they would decide what not to do. For example, they might suppress that previously scheduled email about the newly launched Bitcoin fund. In this way, Fidelity massively reduced the scheduled outreach and shifted to a much more triggered and personalized approach. The result: engagement and opt-in rates shot up. Okay, so customers are happier, but what if I'm the guy at Fidelity in charge of brokerage transactions? What about me? If I can't spam my customers, I won't be able to meet my monthly goals, right? Wrong. Fidelity actually saw transactions increase with this new approach. But unfortunately, Fidelity is in the minority. The saddest part of our personalization index results is that only 10% of companies qualify as personalization leaders. As a result, we live in a world of spam. 360 billion emails are sent every day, yet conversion rates and open rates

are down. We downloaded 250 billion apps last year but uninstalled half of them within 30 days and I'm afraid this is about to get much much worse. Why you ask? Because with geni companies can deliver an order of magnitude more content at a fraction of the cost in a fraction of the time. We had the precipice of a Content explosion and the jury's still out on how this is going to go. So as Business Leaders we need to stop myopically focusing on selling stuff these people don't want more dishwashers and build trust with personalization. My research is clear when you personalize customers experiences they will give you their data much more willingly. In fact the percentage rates go up from 30 to 90% with this data in hand companies can build a virtuous cycle. So if you're that email marketer out there still spamming customers stop for a second look at your unsubscribe rates and think about how you feel getting all that relev relevant content and as consumers now is the time

to make our voices heard. You can feel it when a brand isn't doing right by your attention, your dollar, your data, can't you? So break off that relationship, or at a minimum, give them a thumbs down in that survey after you had a bad experience. Companies are paying much more attention to this aspect of their digital relationship, so it's worth the two seconds to send that signal. I want to leave you with something that I think a lot about as I do this work. Have you noticed people are a little bit angry? Actually, they're a lot angry. They're angry about big government and big corporations, about flying. They're angry about how everyone else is angry. Look, I'm not going to stand here as the personalization guy and tell you I have the answer to all the world's problems, but I do have to think underlying a lot of this simmering gang is a sense of not being heard, of being a cog in an unresponsive, impersonal world. I get it. For much of human history, the world was personal. We knew our

butcher, baker, and candlestick maker. And they knew us. It's only been in the last century or so with the rise of mass commerce and digital advertising that businesses got impersonal. The fact is we have taken personalization out of our lives. It's time for businesses and us as consumers to work together to put it back in to make us feel seen and heard once again. Thank you. [Applause]

The Power of Personalization in the Age of AI | Mark Abraham | TED

The TED Talks channel features the best talks and performances from the TED Conference, where the world's leading thinkers and doers give the talk of their lives in 18 minutes (or less). Look for talks on Technology, Entertainment and Design -- plus science, business, global issues, the arts and more. You're welcome to link to or embed these videos, forward them to others and share these ideas with people you know.

TED's videos may be used for non-commercial purposes under a Creative Commons License, Attribution–Non Commercial–No Derivatives (or the CC BY – NC – ND 4.0 International) and in accordance with our TED Talks Usage Policy: https://www.ted.com/about/our-organization/our-policies-terms/ted-talks-usage-policy. For more information on using TED for commercial purposes (e.g. employee learning, in a film or online course), please submit a Media Request at https://media-requests.ted.com

비인격적인 고객 경험의 좌절감

내레이터는 개에게 공격당한 후 긴급 치료에서 실망스러운 경험을 겪으며 개인화된 서비스의 부족을 강조했습니다.

또한 정확하고 관련성 있는 추천을 제공하지 못해 불편을 초래한 기업의 사례를 공유했습니다.

진정한 개인화에 초점을 맞춘 팀을 이끌고 있는 나레이터는 브랜드가 고객 경험을 개선하고 인사이트의 규모를 바탕으로 경쟁해야 한다고 강조합니다.

진정한 개인화는 고객과의 상호 작용을 기반으로 경험을 맞춤화하여 이후의 모든 상호 작용을 개선하는 것을 목표로 합니다.

개인화 지수는 0점에서 100점까지의 점수로 브랜드의 개인화 효과를 측정하며, 전 세계 수백 개의 기업에 적용되었습니다.

연구 결과에 따르면 Netflix와 Starbucks와 같은 개인화 선도 기업은 고객 만족도를 높일 뿐만 아니라 더 빠른 성장과 상당한 매출 증대를 달성하는 것으로 나타났습니다.

개인화된 고객 경험은 수조 달러의 수익을 창출할 수 있는 잠재력과 함께 비즈니스 성장으로 이어질 수 있습니다.

진정한 개인화의 핵심은 더 적은 수의 광고와 메시지에 집중하여 신뢰를 구축하는 '적은 것이 더 많은 것'이라는 접근 방식입니다.

금융 서비스 회사인 Fidelity는 일대일 미팅과 온라인 설문조사를 통해 고객을 파악하고 개인화된 데이터를 사용하여 고객의 다음 단계에 대한 만족과 교육을 제공함으로써 이러한 모범을 보여주고 있습니다.

Fidelity는 예약된 아웃리치에서 트리거형 개인화 접근 방식으로 전환하여 고객 참여도와 거래율을 크게 높였습니다.

고객에게 스팸을 보내는 것이 일반적인 관행임에도 불구하고 개인화에 탁월한 성과를 보이는 기업은 10%에 불과하며, 이는 낮은 전환율과 오픈율로 이어집니다.

고객 경험을 개인화하면 신뢰를 구축하고 데이터 공유를 증가시켜 비즈니스에 선순환을 일으킬 수 있습니다.

비즈니스에서 개인화의 중요성

소비자는 자신의 요구를 충족시키지 못하는 브랜드에 피드백을 제공함으로써 자신의 목소리를 내야 합니다.

사회에서 증가하는 분노는 비인격적인 세상에서 자신의 목소리를 듣지 못한다는 느낌에서 비롯된 것일 수 있습니다.

기업과 소비자가 함께 협력하여 개인화를 회복하고 보다 반응이 빠른 관계를 구축하는 것이 중요합니다.