Web customers want to take the reins when it comes to personalizing their online experience, according to the latest “Pulse of the Customer” focus group research from San Francisco-based Internet consultant Cognitiative Inc.
According to the research, personalization works best when customers feel they are the ones controlling it and making the decisions about how it is used. Examples of personalization that customers like include being able to design their own pages, control what information is presented to them and link to other sites that interest them.
Web personalization backfires when customers perceive that use of their personal information is being abused. Customers say that personalization can feel intrusive, invade privacy, limit their options and too often forces them down the wrong path.
This quarter’s research also found that 32% of Web customers dislike sales-oriented e-mail so much they avoid doing business with the sender. Only telemarketing rated as more intrusive than unsolicited e-mail.
In addition, Cognitiative reports that consumers’ top three Web site activities are searching (83%), online purchasing (83%) and comparison shopping (67%), while business users’ top three Web site activities are searching (94%), comparison shopping (82%) and customer service/problem resolution (59%).
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