At this point, our members have come to expect that their data is being shared across Nationwide. Now they also expect us to use it for their benefit. Our members still want to be known, valued and understood as individuals. We have an opportunity to shape individual experiences to be more personal, and to provide more value.

What can we learn from the ways other companies are solving for this? 

• Leapfrog past personas to archetypes. While a persona is a representation of a sample customer, providing demographic and behavioral information, an archetype can provide data-driven psychographic views of every customer. Archetypes provide companies with useful insights into each customer’s values, behaviors and preferences. This powerful data makes it possible to deliver personalized experiences across an omnichannel ecosystem.
• Operationalize customer-centricity. Being customer-centric affects what we work on and also how we work. Companies like T-Mobile are adjusting their operational structures around the customer. This allows them to respond to unique customer segments and markets. Shifting from a product-centric approach to a customer-centric model requires effort and intention, but it can pay off handsomely: T-Mobile has seen increased customer satisfaction, increased associate satisfaction and overall business growth. Now they’re even offering a service to help other companies make the shift. 
• Go old-school. Gestures which were once common can now serve as powerful differentiators. An unexpected conversation. A handwritten response. A display of genuine empathetic experience. These days, consumers are often surprised by these once-basic moves. As companies flock to digitize all of their business processes, a true human connection at the right moment can make all the difference. Great examples from our world: sending flowers or a handwritten card to a beneficiary or pet owner who just experienced a loss. Or covering the cost of overnight shipping to handle a customer request quickly. 

66% of consumers expect companies to understand their unique needs and expectations, yet they’re generally treated like numbers. 

Go big – and small 

Personalization backed by data can reach millions, but even a small personal gesture can be deeply meaningful to a member. And many times these individual moments can help us to better understand what parts of an experience are ripe for improvement.   

Assess the experience 

Personalization isn’t required everywhere. What aspects of a member’s experience would benefit most from personalization? How might we define personalization in these moments? What value does it provide? Spend time determining this, and leverage Nationwide’s Experience Principles to guide your work. 

Broaden personalization

Companies like T-Mobile have learned that adopting a customer-centric operational model allows them to eliminate their IVR system and sync their representatives up to the digital experiences customers encounter. For the customer, this means less effort and more personalized service every time.