Marketers Think Too Highly of their Personalization Efforts [Infographic]
It's been well-reported that consumers are willing to share personal information in exchange for some type of benefit - either in the form of a better experience through personalization or a promotional offer.
If they are willing to share, however, an enterprise must be ready to use the information to improve that person's experience with its brand. Results from a survey conducted by Forrester Research (on behalf of hybris, an SAP company) shows this really isn't the case. In fact, while 74 percent of consumers are “somewhat” or “very comfortable” with companies using data about them to provide personalized experiences, 40 percent of them say most promotions don't deliver anything of interest. By leveraging not only self-reported data but also customer intent, brands can improve their promotions to be of more interest to a potential buyer. Even so, 66 percent of marketers, according to the hybris survey, rate their personalization efforts as "very good" or "excellent."
Clearly there is a disconnect, and hybris put together the following infographic to highlight the areas for opportunity (to zoom in, click on the image):