By | Abhijit Bhaduri |Keynote speaker, Author and Columnist
We are like everyone in some respects. We are like a handful of people in some matters. We are like no one else in some matters.
Mass but appealing
Customisation can make a mass produced product feel exclusive. Tea that is labeled ‘Limited edition‘ or ‘Makaibari’ or ‘Orange Pekoe‘ makes it feel special. Products like shampoo is customised by the benefits (volume, to stop hair fall, for thinning hair etc).
In 2019, the analysis of Google search trends in India showed, “Watch times for beauty tips has doubled year on year. The top three searches are for “mehendi”, “hair style” and “make-up”.
Read about what Google searches revealed about the changes in India
Read about Eight Kinds of Vegetarians in India
Here are two tips to help you personalise an interaction:
Unique context: Understand the unique context of the person. Context triggers emotions.
Exception to the rule: Put special focus on where the person does not fit the cohort
Netflix discovered that tastes in movies cut across barriers of language and geography. Korean pop singers have their fans even in remote towns of India. Personalisation is a further refinement of the journey to discover the individual.
When the product or service is tailor made for an individual and is so specific that it would not be applicable to anyone else, we are individualising the product or service or experience. Biometric identification like fingerprints, leverage the uniqueness of the individual. Even identical twins have different fingerprints. Individualisation happens at the intersection content, context and personality.
Individual specific: This is the holy grail of recommendation engines. Knowing the kind of movies you have watched may enable Netflix to recommend the kind of movies you are likely to enjoy. If you watched a puppy (or cat) video, Facebook will show you more of the same.
While Machine Learning and AI are great at customisation or even personalisation, individualisation is a deeply human advantage. When people trust another human being they will open up their heart. Being a good conversationalist helps people build deep bonds. That often means being a good listener – not a great story-teller. That is what gives humans an advantage. But we all know being human can be hard for human beings. The future is human.