Profiling isn’t an annoyance, it’s a way to get customers instantly on board

A few years ago, I had an online customer experience that really stayed with me. Clicking around the internet, I got lured by an ad for a nice little jumper onto a fashion retail website – a hub that brought hundreds of online retailers together in one glorious feed.

While registering, the first window asked for the usual stuff: (first name, surname, email). Then I clicked next.

Before we get to what happened, here’s a human analogy: When you meet someone – let’s assume they’re your type and you’re feeling attracted – what sort of experience on the first date makes you want to see them again? Or actually get smitten? A rant about themselves and their awesome virtues while you’re sitting there biting your nails? Or a genuine and deep interest, in you?

I believe that you-ism is one of the most flattering and alluring forces of the universe. The boy, who across a crowded room picks you out. The thought that someone out there simply can’t get you off their mind. I’m deeply in my love analogy here, but you-ism can turn just some guy into a potential father of your children. Similarly, with brands, a demonstration of you-ism can turn a new and unknown customer into an instant devotee for life.

How? The answer is back in the jumper I was buying that day. The customer experience was a brand opener with charm: A visual Q&A with you-ism flowing through its veins that went something like this:

“Do you like Isabel Marant?” it asked me, helping me visually with a Marant montage. “Tick/Cross?”

“Tick!”

“Do you like Asos? Barneys? Saks 5th Avenue? Versace? Sportsgirl?”

As I answered each question, a new one slid in. I felt them having an interest in my taste. I felt someone wanting to get to know me. I felt a surging sense of power. Did I feel the need to cut to the chase? Get to shopping faster? No. In fact, I think I stuck in for around 30 questions.

And when I finally clicked ‘go to feed’ and arrived in an online mall that only stocked everything I wear, I was more than on-board. I was in love.

Instantly, snackably, on board.

My jumper anecdote from years ago was the first time I was inspired by a concept I now dub ‘instantly on board’. Since then, I’ve noticed other big brands see the beauty of it, too.

Apple Music, Acorns – or Raiz Invest, as it’s now known – are both newer examples that begin the customer experience with finding out more about you, via a snackable UI, then delivering evolving personalisation from the moment the curtain raises.

Customer profiling is a passion of mine, because it is the bridge between the data we collect, and the customer’s service experience of it.

However, the customer profiling of old, especially in collecting customer-volunteered data, was a bad customer experience.

Today, we have the power to collect volunteered data in exciting new ways.

My phone scans my face and knows who I am.

Imagine if my telco or bank or any other brand I deal with could do that, too. And how instant the playback that’s all about me – and love affair – could be.