This works for the web experience because we get the thing we’re looking for immediately, and the elements brought to us via personalization are unobtrusive. For example, on the Google search results page, the main results are in the center of the page, with relevant ads at the top and on the side. On an Amazon.com shopping page, the item we chose is at the top of the page, and recommendations/substitutes are below.

Note that in both cases, the design allows direct access to complete the desired task – getting information or completing a transaction – we’re interested in, and puts the other information nearby – in case we need it.

What about the telephone?

The key difference from a communications point of view between visual and audible content is fast random access vs. linear, fixed speed listening (delivery). Audio requires attention, where graphical content is less demanding. It’s ok if your eyes wander a bit while you think and return to a page, but if you get distracted while listening you often need to listen again. This attention makes audio a bit more involving and more personal than a pure graphical presentation. Both these qualities – linear delivery and the involving nature play key roles in the use of personalization.

Arguably, the most critical factor to consider when using personalization techniques on the phone is the relevance of the information you provide. The relevance test is more important for callers than for web visitors due to the qualities of each channel. Highly relevant personalization strategies will add value by shortening calls, increasing automation, and providing increased customer satisfaction. However, if the relevance isn’t high enough, you’ll be presenting information to the caller which is potentially “in the way” of the caller’s objective. If you have any information to present which may not be relevant, be sure to consider presenting it only after the caller has completed their primary task.

Be sure to check out the new TuVox personalization module, a great way to get together the data and rules you need for a highly relevant set of offers.