One-to-One Communications

Right person, right message, right time and, now, right channel.  It's a list of desirable communication goals that's easy to reel off, but extremely difficult to get right.  It has been proven over and over again, however, that the more relevant a communication is in terms of timing, messaging and appropriate channel the more effective it is. And you don't get more relevant than a highly personalised communication based on that individual - that's true one-to-one communications.

By understanding the details of an individual's behaviour across your online channels you can transform the relevance of your communications and send real one-to-one communications.  For example:-

• If you know someone has been searching for flights to a variety of European cities for a certain week-end show them special offers for the flights with the highest spare capacity
• If you know a customer has browsed the same shoes four times but always seen an out of stock message send them an email when they are back in stock, and prioritise them if they are a high value customer
• If you know that a website visitor has Liked one of your Facebook apps on their smartphone encourage them to download your other apps
• If the customer has browsed the website but completed the purchase via the call centre, send them an email confirmation with incentives to encourage completion of the purchase online in the future