Introducing the Personalisation Playbook
Our playbook offers practical insights and principles to help businesses navigate the complexities of personalisation
Fill in the form and we’ll send you your copy of the Personalisation Playbook. Here's what we cover:
Personalisation has become a key strategy for businesses seeking to stand out and engage customers. However, many questions remain: How do we define personalisation? Do customers want it? And how can businesses execute it effectively to meet their goals?
With only 63% of consumers in our survey agreeing that companies truly understand their needs, our playbook offers a valuable starting point for crafting impactful, tailored experiences.
Led by our Senior Strategist, Felicity Walsh, we conducted extensive research, including a survey of 100 UK consumers and interviews with industry experts. The Personalisation Playbook uncovers real consumer attitudes towards personalisation and AI, while addressing the challenges businesses face, such as measuring ROI and managing data.
Waze relies on crowd-sourced data to keep the maps of remote locations up-to-date and give reliable information about crashes, road closures or police cars. However, users would stick to their typical routes and only occasionally report closures and hazards. To encourage users to share that info, Waze gamified the process, granting points for reporting new information, or for driving down less-frequented roads to keep the map up to date.
One reason this worked so well is because the gamification amplified something users cared about already - a shared mission to get better traffic information, at a time when GPS directions were notoriously unreliable.Rewarding and quantifying how much a user contributed to that collective effort made that effort feel recognised - creating an effective incentive which made the app better for everyone.
Gamification is most effective when it amplifies a behaviour users already want to achieve.
Avoid trying to shift users’ behaviours too far from what they want to get out of your product.
Focus on gamifying desirable behaviours that users are already bought in on but you want to encourage.
