Personalizaton

I was asked about Personalization today and specifically this question: If you had a crystal ball, where would you see personalization in 2010?

And I answered thusly...
I feel that the level of personalization online is directly linked to the level of trust being established between businesses and consumers and it will have reached a whole new level by 2010. The level of trust needed for truly exceptional personalization is born out of relationship. In a time when social commerce is just beginning to peak I’m seeing more and more retailers grasping the notion that what customers are after is a collaborative and participatory experience online. They want to be given the tools to create their own experience not have that experience dictated to them by the retailer.

In a world where it’s being reported by Gartner that by 2011 80% of Internet users will have a “second life” or a presence in a virtual world, “personalization” takes on a whole new meaning. It’s getting darn personal when you’re living your life online.

I went on to say...

Time. It’s all about saving time. If I can engage with a solution that offers me the opportunity to express the stuff that I like, lets me participate in a fun and engaging community of other consumers (friends), and then consistently delivers on the tailored product offering so that I don’t have to do the work of searching, then that becomes my favorite hang out.

Just as I might gather with friends on a Saturday afternoon for some shopping and a cup of coffee, as a virtual girl in a virtual world I get to gather with my “friends” and go shopping and chat and exchange ideas online. I have the luxury of engaging in that online community as much or as little as my time permits.

and...

I think it’s important to create an environment that demonstrates that you’re really listening. It just goes back to that trust issue. I’m volunteering a lot of personal information, and I want to feel like you’re paying attention. Technologically speaking, the means for getting there lies in AI development. But you can’t neglect the human development. Creating a machine to pay attention isn’t enough, the people minding the store need to pay attention too.