Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Can Large Companies Really Offer Personalised Service?

Blog
7th December 2016

personalised service retail

Offering a personalised service in a small business is relatively easy. I have a local cafe close to where I live and I’m always pleased that they serve me coffee exactly the way I like it even before I ask for one. They know my regular order and just serve it as soon as I walk in – perhaps one day I would like a change, but it’s never been a problem yet!

But how can companies scale up this kind of personalised service? Knowing exactly what a customer usually likes or dislikes and being able to offer products that you know the customer will want; it’s one thing in a small cafe, but what if we apply the same need for personalisation to a national retailer?

The Harvard Business Review (HBR) recently published research indicating that companies that working on personalising their marketing outreach to customers achieve a return on investment (ROI) of five to eight times the same spend that is not focused on personalising the service. That’s an enormous difference for one single change in focus.

The big difference today is that it is finally becoming possible to really interact with customers in a way that is more personal. Previous efforts really just involved large-scale surveys, analysis of the results, attempts at implementing the feedback and then a repeat of the same processes. Today the possibilities to deliver reliable personalisation are far more detailed. Look at the “three Ds” outlined by HBR:

There is a technological revolution taking place that is allowing large companies to mine data and make decisions on what to recommend to customers, or which discounts to offer – and all of this decision-making can be focused on the preferences of the individual. Never before has this level of personalisation been possible. We are in an environment where huge national retailers might soon be able to offer a more personalised service than your local cafe. Who would have thought that this could be possible?

What do you think of the HBR three Ds? Leave a comment here if you have any ideas, or get in touch on LinkedIn.


Leave a Reply

Your email address will not be published.Required fields are marked *


Helen Murray
Article by: Helen Murray

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
News
Webhelp creates a buzz at Sheffield customer experience centre

Leading business process outsourcer (BPO), Webhelp, has announced a new partnership with Plan Bee Ltd, with the installation of its first ever bee colony at its customer experience centre in Sheffield. The importance of honey bees to food production has come into sharper focus recently, with greater recognition of the vital role that bees play in either pollinating the many vegetables and...

News
Webhelp to sponsor Josh Llewellyn-Jones’ Fitness Feats

    Webhelp UK, one of the country’s leading customer experience and business process outsourcers (BPO), has proudly announced its sponsorship of ultra-athlete and cystic fibrosis warrior Josh Llewellyn-Jones. It will support him through a series of remarkable fitness...

Blog
Tips to optimise your business’ cash flow

Lack of cash: all fashion brands are short of cash at some time or another. This was the reason for organising a workshop entitled: "Cash is king - How to optimise cash flow at each stage of your development". It was suggested by the Fédération Française du Prêt à Porter Féminin (French...

Whitepaper
B2B Marketplaces are blossoming

Following our publication last year of " The Spring of B2B Marketplaces ": it is time to look back and to answer these questions: has there been some movement in the market? Have B2B players evolved in their marketplace business models? Is launching a new market observatory worthwhile? The answers...

Case Studies
Webhelp People Analytics

...

×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the terms and conditions.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp terms and contitions outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook