persons and personas

malekigroup

persons and personas

Customer paradoxes

in the Digital world

Confidentiel � © 2011 BearingPoint France SAS


Contradictions of

the customer behavior

Technology

Psychology


5 paradoxes of the

Customer Relationship

2


PARADOX 1

Physical vs. Digital

“I want search, review & download

products through digital channels, but

sometimes I want human interaction and a

physical experience.”

3


Physical vs. Digital

Illustrative Example

Continue the physical experience through other channels

4


PARADOX 2

Simplicity vs. Richness

“Sometimes I want to simply and

quickly subscribe to a service....

but other times I also want to

enjoy a rich experience.”

5


Simplicity vs. Richness

Facts & Figures

81% of the customers prefer the simpliest way to

find what they are looking for

75% of the customers like to have a rich and

complete environement

6


PARADOX 3

Personalization vs. Privacy

“I want to receive relevant product

information and ads...but I do not want

anyone to know about my behaviors.”

7


Personalization vs. Privacy

� 80% of people are concerned about their personal

details online

� But the banks have the opportunity to leverage this

competition advantage

Data sharing

acceptance

Facts & Figures

High

Low

Email,

Cellphone,

Address

Photos

Way of

life

Localisation

Political

beliefs

Financial

income

Data sensitivity

Medical

check-up

Low High

8


Personalization vs. Privacy

Addressing the paradox

�Establish clearly the link between the private

information given and the services provided

�Become the private information specialist or the trusted

go-between for customers

9


Personalization vs. Privacy

Illustrative Example

Personalized services based on private data

�Define financials goal you want to reach

�Generate Alert on bill to be paid

10


PARADOX 4

Choice vs. Recommendation

“I want to decide.

Do you have any suggestions ? ”

11


Choice vs. Recommendation

Facts & Figures

31% of customers consider the web as their prefered

purchase channel

40% of customers use their mobile to compare prices in

stores

70% of customers consider the branch key for expertise

12


Choice vs. Recommendation

2

Illustrative Example

Clients looking for the credit card adapted to their profile

13


PARADOX 5

Person vs. Persona

“ I want to be recognized, but I do

not want my personal information to

be exploited by companies. ”

14


Person vs. Persona

Facts & Figures

29% of the customers accept to provide personal

information, to receive offers adapted to their profile

24% of the customers have used their social network to

get pro-actively infos on offers

Example of opinion on a bank

Reviewcenter.com, 2011

15


Person vs. Persona

Addressing the paradox

�Create personas to develop interactions with

customers’ persons and personas

�Clarify to the customers the advantages to give more

infos

�Assess the costs and benefits of capturing, storing and

aggregating data customers

16


Person vs. Persona

Illustrative Example

Service in connection with collected information : Interactive Student Loan Adviser

�four personas (the expert, the graduate, the parent, the undergraduate)

�information related to the top five questions that people typically ask

17

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