The 7 Principles of Personalisation
While the notion of personalised experiences may not be entirely new, the approach of applying research-led guidelines to effectively optimise customer journeys and control user experiences, is quite underdeveloped.
Whether deploying Pre-defined Journeys or using the Sweepr Experience Centre to create your own, our 7 Principles of Personalisation will ensure a truly unique customer experience, enabling an automated interaction to feel like a human conversation.
Personalisation sits at the heart of Sweepr’s core purpose and products. We believe that your relationships with your customers can evolve in the digital space by simulating the feeling of a conversational human touch. And we stand apart by being the only organisation able to holistically empower you to use these tools across your entire operation – embedding our 7 Principles of Personalisation at every stage of your digital engagement with your customers.
Each query is an opportunity to learn. Sweepr’s foundational approach was driven from what we believe to be three critical considerations which in turn inspired our 7 Principles: Psychological & Behavioural; Contextual & Environmental; History & Relationships.
The application of the 7 Principles of Personalisation ensures persistent and continuous real-time personalised experience delivery, which can be applied across a multitude of customer touchpoints.
Ultimately, it allows you to create deep digital relationships with customers which are complementary to existing customer service channels.
A customer’s digital enthusiasm is not always consistent and therefore judging fluctuation in sentiment towards your company can be tricky. Common place interactions with customers are often to notify a change to their circumstance or perhaps to ask for help when something has gone wrong and so the opportunity to gauge a customer’s digital patience is few and far between. We empower you with tools so that your customers find digital interactions with you engaging and rewarding, and so they will ‘speak’ to you more often and you will have more opportunities to gain key customer insights.
Whilst utilising the Digital Enthusiasm Principle of Personalisation, Sweepr is extracting a human emotion from a digitally automated interaction. This insight is important not only for you to understand your customer’s willingness to engage in digital journeys with you but also to provide you with a genuine accumulative measure of their attitude towards your digital channels. We want to empower you to act on the opportunities that present themselves when a customer’s Digital Enthusiasm is high. Our Customer Knowledge Toolkit technology can speak directly to your CRM so that you can capture Digital Enthusiasm in real time.
During every interaction with your customer we will observe their Digital Enthusiasm both explicitly and implicitly. Customer behaviour within each interaction can be tracked to create an implicit score and explicitly by the response to subtle ‘temperature check’ questions. The combination of these scores will help us determine pathways during Sweepr Journeys, ensuring that your customers with low, medium, and high Digital Enthusiasm scores are delivered content and steps to best suit that at the time. When authoring your own Journeys using the Experience Centre, The Sweepr Personalisation Assistant will be on hand to help you create branching logic at the correct point in your interactions.
Your customers’ Aptitude is directly correlated to their ability to successfully engage with automated digital interactions. Their Aptitude may be as a result of their attitude towards technology, previous experiences, or frequency of use.
Sweepr can observe your customers’ Aptitude throughout each interaction they have with you. We use a variety of dynamic data points alongside the Sweepr algorithm, which in turn enables us to monitor your customer’s Aptitude over time.
Key indicators of Aptitude may be their use of language to describe technology, the pace in which they engage with self-care tasks, the frequency of previously asked questions.
Sweepr is committed to ensuring that everything we learn about your customer, you learn too. Using our Customer Insights suite of products, you can understand the Aptitude score for each of your customers in real-time via our CRM integration or by using our Customer Knowledge Toolkit reports.
An Aptitude score will be applied to each customer. When you come to authoring customer interactions using Sweepr Experience Centre you can use the Sweepr Assistant to adapt and tailor content and pathways to help customers of varying Aptitude reach their goals quickly and easily.
Alternatively, you can deploy one of Sweepr’s Pre-defined Journeys where all 7 Principles of Personalisation have been cleverly built in for rapid deployment and maximum impact to your CX.
Your Customer Circumstances plays a significant role in how they use your product and services and the same can be said for how they will engage with your digital channels. The moment in time, what’s going on around them, the urgency of getting a fix in place, time of day, all play a significant role in how an automated interaction should be put together.
When your customer is engaged in an interaction generated from a pre-defined Sweepr Journey, we have found clever ways to learn more about your customer circumstances. We know that crucial insights such as if your customer works from home, what their working hours are, and which room in the house they typically work from should directly influence the way in which you should engage with them, and when. Such insights are collected in the Customer Knowledge Toolkit and shared with you.
Interactions between you and customers can be personalised depending on their circumstances during every journey. Using the Sweepr Experience Builder you will be able to choose branching logic that creates different pathways for different customers. You may choose to use the Sweepr Personalisation Assistant to set a reminder for your customer to run a speed check periodically before their working day begins. If something goes wrong with an OTT service you know that their children frequently use, you may choose to create a rule that escalates their query for rapid resolution during the school holidays.
The Diagnostics Principle of Personalisation is our first born, maybe the brainiest one of the 7 too. In many walks of life if we considered what it would be like to try and solve a problem without thorough investigation of all the potential contributing factors, we would find ourselves wasting effort, resources, and money. So often self-care tools rely only on the consumer’s description of the problem, perhaps using NLP to drive branching. The result is hit and miss, occasionally the NLP will get it right and a simple fix is put in place, but the lion’s share of digital containment failure and call centre reliance is because jumping to conclusions based on customer utterance alone frustrates your customers and potentially will not solve their problems.
Diagnostics can be applied to a number of different types of interactions and, therefore, the way in which we gather diagnostic information will vary. Billing diagnostics will be gathered from integration to the enterprise billing systems whilst broadband related data can be accessed via our mobile SDK on the client side or integration to the backend broadband management systems. We know that context of previous problems is also very useful information to Care Agents who are speaking to customers, or engineers that visit their homes and, so, we record the Diagnostic data at the time of every interaction your customer has with you and share that with you in the Journey Viewer, Customer Insights module.
The application of the Diagnostic Principle will mean that customer care is targeted to the specific problem at play, resulting in higher resolution rates, channel containment and customer trust. We enable you to transform your relationships with your customers by getting ahead of challenges before your customer is inconvenienced by them. Sweepr’s Customer Insights will provide you with information about your customers such as favoured OTT or home office location. A rule can be created with Sweepr Experience Centre so that your customer can receive pro-active messaging from you when we detect a service outage or poor coverage. Not only will this deflect unnecessary calls to your agents by resolving the issue as it occurs, it will also demonstrate to your customer that you are working behind the scenes to optimise your product and services to suit their individual circumstances and preferences.
The aspiration of service providers is to house all customer data and insights in one place. For some, that is a CRM or CDM and, others, it is a bespoke dashboard or reports. The commonality that we all recognise is that customer data should drive the decisions we make when it comes to managing our relationships with our customers. With that in mind we have an aspiration to bring personalisation in the context of our customers profile back from sales and marketing messaging and invest Customer 360 data at the point of ‘solve’.
The insights we share with you via Customer Knowledge Toolkit and the information we extract from you to create Customer 360 personalisation technique means that you are continuously learning more about your customer and applying those learnings to your digital interactions. The result is that the way you ‘solve’ is individualised to your customer’s relationship with you and the way you choose to educate and upsell your customer about additional products and services can be tailored to their preferences.
Sweepr Experience Centre will leverage data from your systems that store customer information. The options will feel endless when it comes to creating personalised content to achieve continuous engagement. It may be that you create a rule that when your customers hit an anniversary with you or it is their birthday, a message is sent to them. The Sweepr Personalisation Assistant can help guide you to create branching logic that a customer whom is considered a churn risk could be directed through a different journey to that of a customer who has an outstanding bill payment.
Don’t tell the others but this one is our favourite. Research shows that the application of Query Prompting in any digital interaction promotes ease of use, efficiency, and trust. Famously search engines who adopt Query Prompting have been able to secure a far greater reach than those who opted not to. The reason for this success is twofold. Firstly by having the prompt in place you are able to demonstrate to your customer that their question is one that you are able to answer and that the knowledge already exists. Secondly when using Query Prompting you are advertising other queries that you can answer that are relevant for a customer to use at a later stage, thus increasing engagement.
Like everything we do here at Sweepr, Query Prompting is truly personalised. When creating an interaction using Sweepr’s Experience Centre you will be able to create that logic that allows for query prompts based on your customers’ Query History, current Diagnostics, and Account status as detected via our Customer 360 knowledge and relevant trending queries at that time.
Our Diagnostic capabilities mean that if your customer is suffering from service disruption query prompts related to that issue to be the top of the list.
Using our Customer Insights module we can determine your customers’ preferences such as favourite OTT service and so if a question relating to that service is trending at that time, it will appear as a Query Prompt option should your customer initiate an interaction.
You might choose to author a Query Prompt that encourages a customer to find out more about a new product or service that you are promoting, the Sweepr Experience Centre integration to your CRM can help you choose a subset of customers to deploy that specific prompt.
A question speaks a thousand words. This one needs little in the way of explanation as to why customers find it important that the questions they have already asked you should be taken into account when engaging with you again. To feel heard is to feel valued. The Query History Principle of Personalisation is multidimensional. Our research shows that there are multiple ways that using the customer’s query history when designing an interaction can improve engagement and perception of the customer’s value to you. Typically, customers have reduced patience when interacting digitally but personalising interactions in this way saves you and your customers time, more accurately reacts to their needs whilst also informing your business.
Query History is a lead indicator of customer sentiment, Churn Risk, and persistent challenges or problems. It is also an indicator of customer preference. Sweepr will notice how a customer is using your product and service by having a memory of query history. These insights will be shared with you via Customer Knowledge Toolkit. A customer who is required to ask the same question multiple times could indicate faulty hardware or services. Journey Viewer captures all previously asked questions accompanied by the relevant context. The Sweepr Journey Optimiser can be used to improve interactions for subsets of Customers with specific Aptitude scores that are required to ask the same questions more than once.