Personalization · The limits · Component
The visibility
Whether the customer can see why they are seeing this — because unexplained relevance is unsettling and explained relevance is not.
The deliverable
What it is
The same recommendation is reassuring with an explanation and unsettling without one. “Because you looked at this” costs nothing and changes the reception entirely.
Where the explanation would be uncomfortable to give, that is a signal about the personalisation rather than about the explanation.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The explanation
What the customer is told about why.
3 attributes: Explanation · Specific · At point of use
LearnThe comfort test
Whether the explanation would be comfortable to give.
3 attributes: Comfortable · What would be awkward · Action
LearnThe reception
How customers react to the personalisation.
3 attributes: Opt-out rate · Complaints · Trend
Learn
If explaining the basis would be awkward, the personalisation is on the wrong side of the line.
The other components in the limits
The exclusions
What the organisation will not personalise on — written down, because otherwise each new capability is applied because it is available.
LearnThe reasoning
Why each limit exists, so it is not eroded by the next capability that makes crossing it easy.
Learn