Every person strives to be treated as an individual and as the world increasingly moves online, a digital user profile should reflect a person’s identity. Technology which looks at online users as a number or an average, and not an individual, not only fails to communicate effectively but serves to alienate a person’s sense of self. Effective digital user profiles can utilise behavioural data to provide each individual with a tailored experience in real-time.
The evolution of user profiles
For generations, the mark of high quality service has been a seller’s relationship with their customer. Family shopping habits such as only buying meat from the local butcher, always purchasing shoes from the same shop or using the same travel agency to book a family holiday belied special relationships – formed over time and through personal connections – between shop staff and customers.
These meaningful relationships were based on customer details retained by customer service agents with the amazing capacity for remembering details, and sharing them with other staff members verbally or through scribbled notes on Rolodex customer profiles. Notes often covered purchasing history, alongside personal details such as family members, date of birth, and likes and dislikes. This information was used to solidify the customer relationship, as well as provide tailored sales approaches. This was natural, expected and helpful for both business and consumers.
User profiles are the digital world’s modern equivalent of historic in-person customer relationships. While there are challenges in today’s fast-moving digital world with handling data compared to consumer environments of the past – such as third party data sharing, privacy, hacking or illegal data collecting – the crux of the relationship is the same. Where a seller fosters a meaningful relationship with each customer, they will be rewarded with brand loyalty and an enhanced customer lifetime value.
Why user profiles are important
As we noted in our recent blog post, understanding the intent of your digital users is key to building a long-term relationship, helping show your customers you understand and support them. If you want meaningful relationships with your customers, having conversations with them as individuals is key to building loyalty.
Research into customer loyalty shows 56% of customers stay loyal to brands which “get them” and 82% of companies have found retaining customers is cheaper than acquiring new ones. So why wouldn’t you want to understand your customers and speak with them in an individual, personalised way? It is user profiles that give you the intelligence needed to have meaningful and productive conversations.
How does live profiling work?
Obtaining, analysing and acting on user data in real-time is the key to effective buying experiences. Using AI to facilitate a seamless and speedy reaction to your customers online allows you to treat each and everyone like an individual.
Business insiders have indispensable knowledge on products and wider industry trends. Technology can speed up analysis and trend-based predictions. Using AI to create unique customer-centric online experiences needs both people and technology.
AI is digital empathy, utilising all digital touch points to help conversations and conversions with online customers flow seamlessly. The technology allows online businesses to combine behavioural tracking with direct – and indirect – user input. You can also feed wider industry trends and knowledge into the AI, refining it even further. AI does the ‘heavy lifting’ with a continuous learning loop, but a marketer’s input helps steer and educate the algorithm.
Whilst it is of critical importance to listen with all your digital senses to your customers, it is also vital you put the user in control. Not only is this the legal standard in many countries, ensuring users are fully aware of what data you are collecting and how it is used helps build trust between the seller and the consumer. First-party cookies, including customer log-in profiles, are essential in shaping the most effective customer relationships, but all digital touch points can feed into a user profile.
The benefits of real-time digital user profiles
Utilising real-time digital user profiles allow instant engagement on a personalised level with your customers. AI can automatically map products, content and services to deliver a tailored experience, resulting in an uplift in conversion rates and enhanced customer loyalty.
Online travel companies face different challenges to online businesses in other sectors. From the high-value purchase of a holiday or business class to the emotions tied to purchasing a travel product, digital travel businesses need to be hyper-aware of their customers’ wants and needs.
By augmenting your marketing activity with self-learning AI, you can maximise performance of your online business. Centered around digital user profiles, AI allows you to be precise in your messaging and forward-thinking in your customer relationship management.
Find out more about how bd4travel can help your business create and manage effective user profiles to boost your business.