cover of episode The power of personalization in the age of AI | Mark Abraham

The power of personalization in the age of AI | Mark Abraham

2024/10/3
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Elise Hu
专注于探讨数字文化和社交媒体美容滤镜对心理健康和自我形象的影响的记者和播客主持人。
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Mark Abraham
Topics
Elise Hu: 通过分享自身经历，指出当前许多公司提供的个性化体验存在诸多问题，例如信息重复、不准确、与用户需求不符等，这些都会导致用户不满和沮丧。 Mark Abraham: 真正的个性化在于提升用户体验，而非仅仅定制产品。团队开发的个性化指数可以衡量品牌的个性化程度。一些公司（如Netflix、星巴克）在个性化方面做得很好，而另一些公司（如金融服务、保险和医疗保健行业）则做得较差。研究表明，个性化可以显著提升企业增长和客户满意度。成功的个性化策略遵循“少即是多”的原则，即减少不必要的广告、优惠和信息，从而建立信任。富达投资公司是“少即是多”策略的成功案例，他们通过了解客户的投资目标，并根据客户的互动数据提供个性化的服务，从而提高了客户参与度和转化率。然而，大多数公司仍然在个性化方面做得不好，导致信息过载。生成式AI可能会加剧信息过载的问题。企业应该专注于建立信任，而不是一味推销产品。消费者也应该积极表达对不佳个性化体验的不满。 Elise Hu: 通过具体的案例，说明了糟糕的个性化用户体验会给用户带来的负面感受，例如等待时间过长、收到不相关的推荐信息等等。这些负面体验会让用户感到沮丧和不满。

Deep Dive

Chapters
Mark Abraham shares an anecdote about a negative experience at an urgent care facility, highlighting the frustration of impersonal customer service. He contrasts this with hurtful, inaccurate, and irrelevant examples of personalization attempts, emphasizing the need for better brand interactions.
  • Impersonal customer experiences are frustrating and common.
  • Brands often send irrelevant or hurtful messages.
  • Personalized experiences should be better, faster, cheaper, or more convenient.

Shownotes Transcript

With all that spam clogging your inbox, a more personalized experience with the brands you interact with would be a refreshing change of pace. Sharing insights from his research into what brands can do to improve the experience of the people they want to reach, personalization pioneer Mark Abraham highlights a key mindset that can help companies boost their growth (and delight their customers) in the era of AI.