5 rules of play to automate for your customers’ needs — and serve them better

While trying to respond to the challenges this poses, many companies are faced with this question: how can we best meet (or even exceed) customers’ expectations? The answer; anticipating their needs and proactively responding to these. 

Picture this, you are shopping on the website of your favourite fashion store and see a pop-up ‘Do you want us to select your dress / trouser size?’. This will save you a lot of time, so you’re surprised and delighted because now you can easily find clothing tailored to your size. A real anticipation of your needs.

But how would you feel about this message: ‘Do you want us to select the clothes that match your style, based on what you are wearing in photos stored on your mobile phone?’ Still surprised and delighted?

Automation and personalized services already enable companies to be more helpful. However, while automating these it is key to be mindful of how to apply these solutions in building and retaining customer trust.

Ipsos conducted online research for Google among 4,000 consumers in the Netherlands, Sweden, Germany, and the U.K. We have now identified five rules of play for brands to anticipate customer needs and serve them better.

1. The ‘first-date’ rule

Knowing that some personal characteristics are more sensitive than others, what do you reveal about yourself on a first date? Ipsos’ research identified which personal attributes brands should and should not use to personalise their service.

• Generic information is safe ground: personal attributes that cannot be connected to one particular person (gender, age group). So it is OK to share this.
• Yet sharing other personal attributes (insurance details, medical history, race, political preference) in personalizing their service and communication is out of the question. Brands doing this are likely seen as too intrusive – this is simply not done. 

2. Build a strong relationship with your customer

People are more likely to share personal details with their partner after a second date, while a steady relationship evolves. This also goes for brands: the stronger the brand-customer relationship, the more customers welcome and accept brands to use their personal information for personalised service. Further, personal attributes like date of birth, spending budget, clothing size, and current location, can only be used if a brand relationship is strong.

Two components determine the strength of that relationship: how close do people feel to a brand (emotional connection), and to what extent do they trust a brand (cognitive connection). In particular the level of brand closeness impacts the brands’ usage of more personal information. The closer people feel to a brand, the more personal information they can use. 

3. Help customers when they are pressed for time

Customers appreciate personalised service more in highly demanding situations, when having little time or energy to complete a task - like rushing to catch a train, working towards a deadline, or running late to meeting with a friend.
This is when customers benefit most from services that help them save time and energy. While in situations where they are calm, relaxed, and not pressed for time, they appreciate a automated and personalised service less.

4. Help customers when they need it most

Customers appreciate personalised services more in public settings (on public transport, at work, in a store) than in private settings (at home). It appears that in public environments the need for quick, accurate help is higher. While in private settings, this is lower and customers are likely to show more patience. 

5. Consider the industry you’re in and the customers you’re talking to

A key takeout of this research is that customers particularly welcome personalized service and assistance with banking and savings, but less so when booking a trip or buying clothes. This may be because they feel less confident in completing financial tasks.

Our data shows that women between 18-34 years with young kids are the most likely to accept a personalised service, while senior males (50+) are least likely. Therefore, brands can be more bold in offering such services to these women, but should be more mindful if their customers fall into the latter category.

Applying these five rules of play will help brands to better serve their customers, by building trust and being able to surprise and delight them in anticipation of their needs.

Dive deeper into the subject

When are automated services accepted? Which personal information are brands allowed to use? Download the full research report to get started on building brand engagement through automated services.

Also read the article on Think with Google here.