The Art of Personalization: How Not to Be Creepy

With the rise of AI (artificial intelligence) and its use to micro-target customers across multiple platforms, it’s no wonder that customers are beginning to get a bit creeped out. As an emerging travel trend, personalization can be key to not only better understanding your customer but keeping them happy.

But where do you cross the line from being helpful to being creepy? Is there such a thing as being too personal? Yes, there is and making sure you don’t cross that line will help ensure you don’t lose valuable customers. While consumers expect ultra-personal and relevant experiences, they are also increasingly concerned about their privacy. So, here are a few ways in which you can provide a personal experience while still protecting and respecting your customers’ privacy.

Be transparent

With the recent implementation of General Data Protection Regulation (GDPR) in the European Union, the requirement for website’s to be transparent about their use of cookies was addressed. Opting out of cookie tracking must be as easy as opting in. Reporting the use of cookies should be as transparent as it can be, with most websites adding a pop-up window to explain their use of cookies and providing visitors with an easy way to either opt-in or opt-out.

Know your customer

Whether your customer feels you’ve crossed the line with personalization or not will depend a lot on their age and familiarity with digital technology. Older generations tend to prefer less personalization and for brands to be a little more “hands-off”. While Gen Z tends to want a personalized experience and are worried less about privacy.

Give your customer a choice

As mentioned earlier, you want to make it easy for your customer to opt-in or opt-out. This is also important when it comes to personal communication with your brand. For example, personalized newsletters, text messages, and notifications should all be supported with a clear understanding for the customer to opt-in or opt-out. The more someone remembers giving you permission to engage with them, the less likely they are to be offended or surprised when you choose to personalize that communication.

Don’t exploit your customer’s trust

Most customers are happy to provide personal information when they see the value or benefit. Brands who exploit that trust could encounter less than desirable consequences. Really it is simple; keep your customers’ data safe and continue to deliver real value to them.

In the end, when it comes to your personalization campaign or tactics, use your best judgment for what you think might be crossing the line. Ask yourself if it is something that might bother you or make you a bit unsettled. For other marketing tips and insights, be sure to subscribe to the RezStream monthly newsletter!