Personalising Customer Experience with Reconfigurable Content
All the information we need is out there. But people don’t usually read all the information provided from beginning to end. They look for that bit of information they need and focus on that. Reconfigurable content helps expedite finding the content necessary for each customer’s query.
Remember that research paper in school where we spent countless hours poring over numerous books for information, quotes, and citations? It wasn’t always easy to get the right information needed, but we did not have to read each book from cover to cover just to glean those bits of information. To expedite the search, referencing the table of contents in the books will lead us to the section with the information we needed. Some books even had topics or terminologies arranged in alphabetical order at the back for a more precise reference. That made life so much easier then.
But what does that have to do with reconfigurable content? In the example above, the textbook contents have been configured to be accessed in two ways – one is through the chronological order of the table of contents, and the other is through the alphabetical arrangement of terms at the back or a glossary. Still, the research process was long and arduous.
With the advent of digitised information, most of us expect to have instant access to information. Imagine being able to pinpoint exactly what we’re looking for in the textbook. No more skimming the pages until we come across that term we’re looking for. Imagine if we can rearrange the contents of that book in order to access the information we need at that instance. Being able to reconfigure our database of information in multiple ways makes it easier for us to access the content we need.
So how does it configure into Intelligent Content? In order to become reconfigurable, our content has to be structurally rich and semantically aware. Semantics and the Fuss about Tags, Hashtags and Metadata discusses the importance of metadata. If the content is tagged with the proper metadata, Artificial Intelligence can automatically reconfigure our content for each instance of personalisation that our audience requires.
An example of an application is for a travel website selling airfare tickets from multiple airline companies. We all have different travel requirements. Our parameters may include all or some of the following: destination, dates, price, travel time, airline, etc.
Upon performing the search, we can reconfigure the results to be shown in order from lowest to highest airfares, or the shortest travel times, or to show available flights from a particular airline. Each search is highly personalised.
With so many variables to be taken into consideration, the number of outcomes is so many to be done manually for every instance and the probability of one customer performing the exact same search is quite low. Automation is key to provide real-time results in the shortest time possible.
In essence, reconfiguring content is much like a plain language SQL. The structured and tagged content modules contained within the database (content library) can be accessed with plain language queries instead of having to learn highly technical jargon in order to generate the content we need at that particular instance.
Nuanced and one-to-one marketing becomes scalable with the application of Intelligent Content. Taking an Intelligent Content approach to content creation and digital asset management helps us optimise resources and increase customer engagement. Content that is discoverable, reusable, adaptable and reconfigurable opens up avenues which we can reach and engage our audience, enriching the customer journey and enhancing the customer experience.
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