The other day we discussed in a workshop with the Customer Experience experts Adrian Amariei the question of what happens if "predictive analytics", "web mining" and "neuro-marketing" come together – so if the individual customer gets exactly the message that intuitively appeals to him or her because of his/her personal situation and his/her personal preferences.
The response was amazing:
The cognitive personalization of the customer relationship can lead to a relevancy boost. Just like "Oh, this is just for me!". Customer messages that do not match the personal expectations ("irrelevant", "inconvenient", "not trust-worthy"), are from a marketing point of view at least a waste of resources. And that is also reflected in figures: A global turnover potential of 83 billion US $ per year simply isn’t realized due to insufficient customer experience, according to IBM's Global Survey of Marketers.
And we all realize this during our daily online shopper experience: Ads for holiday destination AFTER the holiday can perhaps trigger happy memories. But at the same time they negatively affect the customer relationship between the traveler and organizer. Such backwardness of online advertising can be annoying – but in every case it’s lightyears away from being inspiring. But even worse than inappropriate content, is the inappropriate form. Neurological studies show that our brain unconsciously reacts totally indifferent to generic messages, i.e. formulations for a larger group of people.
By using neurocognitive methods scientists hope to get more direct and more effective access to the human brain. Magnetic resonance measurements of the brain activity demonstrate impressively that a generically worded marketing message results in very low brain stimulation. If the message, however, is enriched with personal stimulators – known as cognitive anchors – the hypothalamus creates impressive fireworks on the display. What happens is the following: The cognitive personalized message arrives, gets processed in different areas of the brain and is finally stored in the long-term memory as something very positive.
And here’s the bridge: Material for such cognitive anchoring can be found massively online and in your own CRM system:Facebook, Twitter, Linkedin and Co. as well as incoming customer emails and calls carry loads and loads of references about preferences, communities, where-abouts etc.. Thus, for most senders of marketing messages an individualized approach has never been easier before.
The ingredients for an extremely relevant - almost intimate - Customer Experience are already available.
The web knows that you – yes, exactly you! – The senior marketing manager that hangs out with the guys for a poker night every second Saturday. It also knows that you like to exchange with your neighbor about growing tomatoes… and what you think about this year’s holiday in Greece. Oh wait…did you close your convertible? Just because in 2 hours, it’s going to rain cats and dogs...
Every message to a selected group of customers has a certain probability to be perceived “relevant” – let’s say 60% chance per customer. Thus it also automatically generates a high (40%!) portion of indifference or even rejection, as a type of "spam" for those customers who do not feel addressed. We recall the already mentioned "nerve factor". The aim of personalized Neuro marketing, however, is to achieve a relevance ratio of 100% for every single person - and that in combination with a positive message.
Is that realistic? Yes, the technology already exists. Through an infinitely extensible number of workflows personalized and event-triggered micro-campaigns can be initiated. Relevant keywords for cognitive anchoring are collected from a web-mining tool, then selected and finally integrated into these workflows. Of course, there must be an orchestration of all involved customer touchpoints – such as Marketing, Customer Care, Order Management, Billing etc.
First successful examples where recently shown by Red Roof Inn – a US hotel chain. Situation: My flight was canceled. I stand at the XYZ airport and think about what to do. And before I can google in XYZ for a place to stay, a kind SMS provides a service number with booking proposals in walking distance of the airport. Relevant, convenient… and just in the right moment when it was needed.
This article was written by Dr. Christian Steinhausen, Consultant and Media Specialist at SCHICKLER Media Consultants in Hamburg. It was also published in german language at www.schicklernext.com.