Valet or Voyeur?

I‘m happy to express my preferences, I’m happy for my web behavior to be tracked, I’m happy for previous purchases to be taken into consideration… as long as the result delivers a relevant, personalized, timely and in-context brand experience.

Use all the data you know about me in the right way and brands can deliver a valet experience: Personalize the website, tailor the offers, link the call to the contact center with the web page I am viewing, or remind me of a key event.

Get this wrong by sending me an abandoned basket email just because I have left items in the shopping cart as I have had to answer the phone, continually promote travel insurance on the holiday I have just purchased rather than information on the destination I am visiting, call me up five days in a row to cross-sell another case of wine based on the one off purchase I made and you deliver a voyeur experience.

There is a fine line between delivering a valet or voyeur experience. It’s part science; using analytics to understand your customers and then being able to execute multichannel campaigns combining real-time, near real-time, and offline engagement points, and part art; knowledge of your market, your competitors, of the different journeys your customers will be on, where they are on that journey, etc.

With corporate cyber-attacks and hacking now becoming as regular as receiving a blue pill email in your spam folder then the final consideration to take into account when walking the Valet / Voyeur tightrope….is privacy.

Let me pose 5 questions you should consider before you map out your next customer journey:

In a world where we are constantly being attracted to the next shiny bit of marketing technology or engagement channel – just remember to ask yourself how would you would like to be treated and does the data or tech support that outcome?

Alex Simonson headshot

Alex Simonson, VP Business Development, EMEA