A slide deck to support Making Digital Human, Building Blocks' free eBook on web personalisation. In this practical guide, we explain exactly what web personalisation is, how it can benefit your organisation, and what you need to do to achieve it.

1. Making Digital Human
How to transform the online experience with web personalisation
Download the eBook
building-blocks.com

4. Web personalisation is about making your website behave more like a person
–or a team of highly efficient people

5. •Likeable, affable, trusted.
•Greets each customer personally.
•Remembers previous visits, likes, dislikes, wants and needs.
•Anticipates and fulfils each customer’s whim.
Imagine if your website behaved like a concierge at a top hotel…

6. People would come back.
They would feel valued -loved, even.
And the more they came back, the stronger the relationship would grow.

8. A website should remember who visitors are, and what each one has requested or bought.
Both the company and the customer should go away with the same memory of their interaction.

9. •Group by details shared on past visits.
•Age, location, purchasing history.
•Make assumptions based on past behaviour to anticipate need.
•Tailor content based on this need.
Predicting what customers want –and delivering it…

10. Customer insights don’t need to be explicit.
They can be gleaned through observation and interpretation.

11. •Capture hearts, not wallets.
•Remember every encounter.
•Use this knowledge to go beyond the call of duty.
•Shared experiences deepen relationships.
Customers want to feel the love…

12. Customers seek a brand they can trust.
They seek authenticity and consistency.
Brands need to remember each customer interaction, and use this knowledge to move the relationship forward.

14. •Remember the past
•Observe the present
•Imagine the future
There are 3 key stages of data gathering:

15. •Capture and store information gathered from online and offline interactions.
•Ensure information is easily accessible.
•Recall and act upon this information.
REMEMBEREvery customer word is a golden nugget…

16. •How did a customer arrive at your site?
•What device are they using?
•What time of day?
•What pages are they looking at?
•What search terms are they using?
OBSERVELook for hidden clues in the digital space…

17. •What are they trying to do/what will they want to do next?
•How can you assist them while supporting your own business objectives?
•Be sensitive to different buying goals.
•Identify the best opportunity to add value.
IMAGINEThink like your customer…

19. •Identify what key tasks your customers are aiming to achieve.
•Make it as quick and simple for them as possible.
•Balance your business needs against user needs.
What are your customer’s goals?
Step One

20. Who is your customer?
Use multiple sources to research who your customers are:
•Interviews
•Existing Content
•Search terms
•Customer-facing staff
Step Two

21. •Personas help identify customer motivations and help you empathise with your audience.
•Create three to five personas to work from.
•Each persona is a fictional character which assumes the characteristics of the group it represents.
Create personas
Step Three

22. •Consider both digital and physical interactions.
•Identify optimum moments when customers are most receptive to sales messages.
•Find out when these will offer the most value.
•Analyse your customer journey map –how can your organisation improve it?
Mapping the customer journey…

23. building-blocks.com
5 quick routes to the optimum journey:
•Content
•Tools
•Channels
•Trigger Moments
•Differences

24. •Visitor is unknown.
•Location is UK.
•Looked at pages relating to planning digital strategy, for example.
Change and display the most recent whitepaper on digital strategy in the right hand panel.
What are the rules? Identify which areas of your site would most benefit from tailored content. Example first rule:

25. •Don’t create too many rules at first.
•Start by making rules as generic as possible.
•Over time, make rules more granular and specific.
•Try not to present the customer with too many of their own personal details.
Start slowly, measure, then ramp up the rules…

26. •AUTOMATE needs to merge the R.O.I principle.
•AUTONOMY needs to enable marketers to react to a fast-changing world.
•ANALYSE needs to include a reporting function, so you can assess which rules are working, and which aren’t.
Choosing the right technology

27. Making Digital Human
How to transform the online experience with web personalisation
Find out more information on web personalisation in our free, 70-page eBook. This how-to guide will teach you:
•What personalisation really means
•Easy steps to understanding your customers
•The ROI principle: Remember, Observe, Imagine
•Quick and easy ways to improve your customer’s journey
•How to choose the right technology for your organisation
building-blocks.com
Download eBook

28. Share the eBook

29. Building Blocks build digital capabilities for global organisations to help them get closer to their customers.
We work with clients to identify digital opportunities that will increase revenues, develop relationships and improve efficiencies
Our creative, technical and operational expertise then put those opportunities into practice -rapidly, reliably and at scale.
Founded in May 2007 by Jonathan Whiteside and Andy Iddon, Building Blocks has offices in Manchester UK and San Francisco USA, employing over 70 people.
CONTACT USManchester
T: +44 (0)161 441 0600E: hello@building-blocks.com
San Francisco
T: +1 (415)-361-5648 E: hello@building-blocks.com
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