"86% of consumers — and 96% of retailers — said personalization has at least some impact on the purchasing decision, according to a study from Infosys. The study also found that almost one third (31%) of consumers wanted more personalization in their shopping experiences."

The relevance of this is not lost on most companies. Many have diverted considerable resource into ensuring they are getting to know their customers well. The recommendation culture has taken over and now out-of-place advertising or other personalisation fails really jar with us as consumers.

So, for a while we yo-yo’d from concern about our rights being infringed and feeling stalked, to building an expectation that the brands we engaged with should know us and behave as such. Now our tolerances are different. And our expectations are higher. We understand the point. We put up with the lack of privacy because it means the experience we’re having is that much better. Our brands know us.

This culture has taken time to grow, but there are still so many organisations failing to intuit their customers’ expectations effectively. And, many fail to support those expectations with an offer that works for them.

The private sector is leading the way. “Leaders in this digital transformation are reaping unparalleled benefits, winding up 26 percent more profitable overall, with a 12 percent greater market capitalization.”

But the public sector must take heed, too. Where corporate entities talk about increasing profits and reducing costs, generating tailored creative and increasing brand loyalty, public-sector organisations are recognising that improving the ‘customer’ journey for their residents can result in these same cost-savings and improved service provision.


"The public sector is, collectively, the world's largest service provider. Any incremental improvement in public services positively impacts millions of people. The first step to 'delivering the customer promise' is to know your customers and their needs." Wim Oosterom


Key findings from the latest Ipsos MORI report on research carried out on customer services showed:

  1. Despite real improvements having been made, customer services may still be lagging expectations.

  2. People are keen to be treated by the state as customers.

  3. Customer expectations include speed and authenticity. They expect services to be personalised to more diverse lifestyles, allowing flexibility and choice.

(Ben Page, Chairman Ipsos MORI Research Institute)

All this means that, ultimately, whatever the drivers are  – whether service or profit related – if your organisation isn’t creating customised experiences for your website users then you’re losing out. And so are they.

Our development team here at Zengenti have been working up the perfect tool for managing your customers’ experiences. We call it Populo. Populo:

  • takes analytics further by developing an understanding of a person visiting your website.

  • lets you cater your content to share specific and relevant messages to those people.

For example, a university may want to make their homepage content more relevant to prospective students from outside the UK. Populo can do this. A council may want to highlight tourist attractions to people searching their website from outside their catchment. Populo can also do this.

So, repeat visits by a customer to your website are more fruitful and relevant for them. You see increased dwell times and better interaction. Managing the customer experience using Populo results in a cumulative effect on satisfaction and on loyalty.

Populo is released soon. Find out how it can make your Contensis website do more for you. 

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Toki Allison

About the Author

Toki is the event coordinator here at Zengenti. She plans, organises, and then runs the events we put on – from user groups to our annual Rocket Conference. Her background is in organising music festivals and in the theatre.

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