Workforce Management Featured Article
Errors in Personalization: 70 Percent of Customers Receive Mistargeted Information
Increasingly, marketers are attempting to personalize their digital marketing efforts to match consumers’ needs and interests. This may involve extracting browsing information and following up with emails or texts to customize offers based on what the potential customer was looking for. But it’s not enough to attempt personalization: it’s important to get it right.
A study recently commissioned by customer experience personalization solutions provider Redpoint Global found that a majority of customers regularly receive mistargeted information from brands attempting to personalize. Currently, 70 percent of consumers reported receiving mistargeted information at least once a month and 24 percent say they receive mistargeted information daily. Unmet expectations include receiving inaccurate promotional emails or recommendations unrelated to prior purchases.
This survey was conducted via Dynata Research in June 2022 and targeted 1,000 U.S.-based consumers over 18 years of age. Overall, the research demonstrated the importance of brands using an accurate and complete single customer view.
Respondents to the survey indicated they are willing to provide more access to their data in exchange for better customer experiences. Half of the consumers surveyed (52 percent) want customer experiences with less transactional friction and an additional 30 percent want discounts and future promotions in exchange for their data. Yet, despite the willingness to share information, ongoing mistargeting of next best offers or next best actions by many brands antagonizes consumers expecting personalization. In the survey, 51 percent of consumers said it negatively impacts their overall customer experience with a brand when they receive mistargeted communications.
“Today’s consumers have high expectations of all brands they engage with to provide personalized experiences with minimal data risk,” said John Nash, Chief Marketing and Strategy Officer for Redpoint Global. “Brands that prioritize hyper-personalization with consumers will gain consumer trust and build brand equity. Utilizing the most up-to-date information on consumers to deliver seamless, relevant interactions with as little friction as possible will be a major factor in the future successes of today’s brands.”
Edited by Greg Tavarez
