Business Advice

A Business Lesson in Trust

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...others.
But, the real challenge for businesses in the modern world is how they can embrace the concept of user-generated content in a way that satisfies these basic human needs whilst also building brand loyalty. User-generated content has never been more important for brand building as it keeps customers coming back and allowing them to post their own content and ratings, this installs a faith and trust that has not been possible before.

Personalising the Customer Experience

Personalisation has come to the forefront again recently, as organisations seeking the competitive edge, maximise the value of their online presence, strengthen...

...customer loyalty and increase staff efficiency.

I have been working on strategies and solutions for web personalisation over the last few years, but it's nothing new. We were personalising content for customers and employees several years ago at PriceWaterhouseCoopers. But personalisation is no longer just for the big boys!! Technologies, and more importantly ideas around leveraging those technologies, have evolved, to allow smaller organisations the ability to engage their users in a personalised way.

Giving customers and users content that is relevant to them at all times, is the ultimate in personalisation. So the key questions on most business leaders minds are

- Is personalisation for us?
- What level of personalisation do we need?
- How do we best implement it?

Web users already personalise their own content. Just take a look at the BBC web site where visitors can choose what content is displayed to them. RSS feeds (The ability to choose what news feeds your receive) are another excellent example of how individuals personalise
their own content.

You see, personalisation is no longer a luxury but a necessity. Even the smallest of organisations can add a more tailor-made experience to their web site visitors. It comes down to old-fashioned selling -... continued on page three >

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