All apps take data from us, many, all they can. Nothing new: mobile applications have copied companies and stores, which have been doing the same thing for years but in a brutal way. The excuse? Get to know each other better and offer a better service. How? The key in a single word: personalize.
Customizing a product or service, if done right, works. As a user you like it more. The perceived value is higher. As a company, you manage to sell more.
Partly it is for a psychological reason: we want to be different and to be treated as unique people on a planet where almost 8,000 million bipeds live.
The problem with personalization in the digital environment is that, on too many occasions, it is done wrong. Sometimes it is even counterproductive. Many companies have not thought through their process well and become obsessed with excessive data collection (which also leads to possible legal and moral conflicts), to subsequently manage it poorly and personalize it in the wrong way.
I am of the opinion that the use of customer profiling data for personalization should not be abandoned. The challenge is to work hard, until we have the right information for its correct exploitation. It is about collecting only the minimum data necessary to allow correct management action, that is, having data that really offers usable information, and after that, personalizing well. Easy to say, difficult to do because from saying to doing there is a long way.
More ideas in the next Don't See It.
