Personalization Talks #13 with Olegs Orlovs
Olegs Orlovs, CEO and founder of Nebelung, speaks about the personalized menu offered by McDonald’s, the required team data literacy, and personalization ambassadors from different teams.
Welcome to the Personalization Talks series, where we feature interviews with real experts and practitioners in the field. You can find all discussions here.
Our guest today is Olegs Orlovs, the CEO and founder of Nebelung, a company specializing in search and discovery experience consulting services.
Olegs will speak about the personalized menu offered by McDonald’s, the required team data literacy, and personalization ambassadors from different teams.
Why do companies need to implement and use personalization?
It’s all about user expectations.
The bottom line is that people are used to a certain level of user experience, using such applications as Instagram, Youtube, and Apple Music. And as a result, many users get frustrated if personalization doesn’t happen with them on other websites, mobile apps, or e-shops.
Personalization is a valuable strategy for businesses, as it enables them to customize their offerings, interactions, and communications to suit their customers’ specific needs and preferences. By doing so, companies can enhance the customer experience, boost customer satisfaction, and stimulate business growth.
Furthermore, personalization allows businesses to provide customers with targeted and relevant information, which can assist them in making informed decisions and ultimately lead to increased sales and revenue.
Personalization can also differentiate a business from its competitors and facilitate the development of more meaningful customer relationships.
What is your favorite personalization example?
The personalized menu in McDonald’s self-service kiosks is a great example of the power of personalized recommendations. Using intelligent algorithms to predict the next-best products for each customer, McDonald’s provides a faster and more convenient customer experience.
Customers save time browsing through the entire menu with the personalized menu to find what they want. Instead, the kiosk’s algorithms can anticipate customers’ preferences and present them with tailored items most likely to appeal to them.
It’s a big win for McDonald’s, which has seen increased customer satisfaction and sales due to the personalized menu.
What is crucial to take in mind working with personalization?
It is paramount to recognize that the foundation of personalization lies in the availability of customer data. With a comprehensive collection of such data, implementing personalized solutions is possible. There have been instances where a lack of proper data aggregation has hindered companies from effectively executing personalization strategies, such as search personalization.
Moreover, it’s not just about automatic data collection but also the team’s data literacy and overall data maturity. Additionally, it’s crucial to acknowledge that personalization is an ongoing process, and there is no endpoint in the HADI cycle of working with personalization.
From what do you recommend companies start working with personalization?
To begin the personalization process, clearly defining the initiative’s objectives from a business perspective is advisable. This should be followed by a comprehensive assessment of the organization’s maturity level in personalization.
Based on this evaluation, a decision can be made regarding whether to pursue the project internally or to engage the services of a specialized external organization.
And remember, personalization is not magic)
It is your instrument for customer experience improvement and conversion rate optimization.
Which roles in the company should be involved in the successful personalization project?
Successful personalization projects typically involve collaboration among various departments within a company: product, development, analytics, UX, marketing, customer service, etc.
If you involve more teams and explain and prove personalization value — you will get an army of ambassadors that support you with personalization projects internally and externally.
About Nebelung
Nebelung provides various services related to search and discovery experience, including implementing the latest technologies, data structuring and optimization, UX/UI design, and graph analytics.
The company realized over 100 projects in e-commerce, fintech, edtech, fashion, pharma, and others working with significant clients such as Veon, Samsung, VW, Kaspi, and Home Credit Bank.
The services offered by Nebelung include search assessment, search analysis, search personalization, search relevance optimization, support and managed services, and data structuring. A team of experts, including solution consultants, search assessors, UX designers, analysts, and project managers, is dedicated to providing the best search, analytics, and UX solutions.
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Author: Anna Ambrozevich
