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Have you ever flown business class with Singapore Airlines? I haven't.
I couldn't help drifting off into my own world when my friend told me their story about the flight in those large seats, with top class food, with access to hot showers at stop overs to refresh and rejuvenate, and then some more good food.
That's VIP treatment.
How about getting some of that treatment each time you visit a website? The website can't serve world-class dishes but it can provide you with your own unique selection of information.
Now think about how your clients would feel if they received that VIP treatment when they visited your website.
Content Websites
If you have a website that is just pure content such as news, reviews, and statistics, I would suggest personalisation along the lines of "My Yahoo" would deliver this VIP treatment.
Your visitors can register and get your website tailored to their needs with information that is relevant to their lives.
Shopping Websites
You may want your customers to log in and be notified of new products that match their previous buying patterns or interests. Product news and promotions specific to that customer can also be displayed.
Business-to-Business Websites
If your website offers products or services to other businesses perhaps they have their own individualised section on your website.
Depending on the services or products you provide, they can log in and see project details, progress reports, and maybe their own discussion board. If you offer products to your clients, their personal section will allow them to see how their orders are progressing, previous orders, and product updates.
How
When deciding to embark on a project to enhance the personalisation of your website there are some basic issues you will have to consider:
1. CONTENT: What kind of information you want to have in the personalised section of your website? Do you want your vistors/clients to be able to choose news topics that they are interested in or should they also be able to choose the format of the date and time displayed?
2. ACCESS: Will the personalised section for, say B2B websites, only be available to current clients rather than potential clients?
3. DETAILS: How much information do you need from the visitor/client in order to tailor the personalised web pages to their needs? Do you want to know their interests, favourite products, even the name and breed of their pet?
Benefits
Website VIP treatment allows you to learn more about your clients and visitors. You get to learn about their interests and what they value most about what you offer. You then have yourself your own mini market research strategy.
It's all about making your clients and visitors feel special. If you give them a little something, they'll give you something in return, be it business or support in other forms.
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