From personalization to empathy

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As brands shifted to a customer-centric approach, they were essentially correcting a mistake in their original plan. According to Jon Halvorson, global senior vice president of customer experience and digital commerce at Mondelez International, in the past, the strategy was to apply all CPG (Consumer Packaged Goods) knowledge to segmentation and only then develop an idea. By combining the entire segmentation into one creative task, the result is a succession of concepts that do not need to match the overarching concept. This is what happens when you have 15 audience segments and you need to come up with ideas based on that. To meet shoppers’ demands, it is necessary to shift the focus from individualization to empathy. “We start with the big picture and then use personalization to awaken empathy,” he says. According to Halvorson, several aspects were unknown at the beginning, including how to develop a production model that generated the necessary amount of data or even how to obtain the data. Despite this, the group was certain that this strategy was the best option. The strategy was not to personalize content based on the number of ads, but to create empathy. In the end, they achieved a significantly greater degree of personalization by taking empathy and its patterns into account.

As a result, they moved away from “group personalization” based on factors such as the weather, the latest sports results or a user’s demographic profile, preferring to focus on producing more concrete results. While the personalization technique helped increase ROI by 20%, the results that were seen when taking a more compassionate, standards-based approach were much more promising. “With our personalization strategy, ROI increased by 20%, but the empathetic, standards-based approach gave us much better results. The key is to believe that this kind of empathy-based personalization has to work. And as Industry Email List the world becomes less homogeneous, the question arises: how long until this is just a way of doing marketing?” he asks. For Halvorson, “now that the world is becoming less and less homogeneous, what we must ask ourselves is how much we need to understand that this is our way of working in marketing.” ChatGuru If you are looking for a solution that is innovative and involves creativity for your company, it's time to get to know ChatGuru . Our platform's mission is to improve the customer service experience and increase business productivity by encouraging engaging and fruitful conversations between companies and their customers through WhatsApp, the most used application in Brazil.



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