How many hours per week do you analyze your customers’ behavior? I’m sure you identify some target groups once or twice a year, but do you think that every guest or customer fits into two or three defined groups?
Everyone is different. Every situation is different. Every time is different.
To serve everybody perfectly, you would have to hire one assistant per guest or customer to constantly watch and analyze this person 24/7 and if this assistant notices that his guest needs something right now, quickly write it on a piece of paper and hand it over.
This, of course, is neither feasible nor viable, because of limited resources on your side and we also doubt that everybody wants somebody to physically stalk him or her all day long. Let alone the privacy issue.
The good news is, we came up with a solution for that. With xamoom, you can automatically serve each and every customer individually based on her or his needs, interests, location and time. It’s like everyone gets an invisible and non-intrusive personal assistant.
Why you need a more intelligent way to connect
It is getting harder and harder every day to get in touch with your customers, buyers or guest on their mobile phone. People get more and more, often pointless, information every day. To keep them interested in your content you need to stay highly relevant and that means that you have to find out what a distinct person needs. Annoying people with things they don’t need right now will scare them away. Fast.
There is also another problem, some ways of getting in touch suddenly disappear. As you may have heard, Google will shut down Eddystone and the Physical Web on December 6th. This is no big deal for our customers since we use a lot of different technologies, but it makes it again a little harder to get in touch with customers or guests.
Still, we promised to serve the right content in the right place, at the right time and also in the right language to the guests/customers of our customers. So far we use NFC tags, QR codes, GPS and Beacons to identify a user’s location or which object she/he is interacting with and we allow our customers to specify conditions to react to single users behavior, like how often somebody has visited a venue.
We will always search for new ways to get in touch with new users. So here is our next big thing, that allows you to engage in an even more meaningful way: Context Intelligence.
How it works
We use data analytics and machine learning to find out what every single person most likely wants to know right here, right now. Every time a user interacts with our systems using an app, scanning a QR code, discovering an iBeacon, she or he creates a data point. This is done completely anonymous and with full respect for our users’ privacy. Over the last years, our customers have created tons of these data points, which we now can now use as profiles to train our system.
The system also learned about what the content, our customers are writing, is about, essentially by reading and semantically understanding it. This knowledge allows us to curate a personalized experience for every user, at every given time and place.
This means that every user gets a different set of content every time they open an app, depending on what they did so far, what time it is and where they are right now. It’s like each of your customers gets their personal assistant – but much less creepy.
This also enables us to send notifications to single users based on certain criteria. This works without deploying beacon hardware or sending active push messages. If the system finds out that a user is in a situation in which it is highly likely that she or he will like certain information, the system will send a notification to this specific user.
As far as we know, no other content management system (CMS) has ever made it possible to serve every single customer with a tailored experience for exactly this person and it is fully automatic.
What you need to do
First and foremost, you need to write good, useful and descriptive content, because without this our platform cannot learn what it is about and your customers to demand quality information.
After you’ve done that, you can (but you don’t have to) attach your content to locations (we call them spots) to enable geographical relevance.
That’s it, you are done. The system learns constantly based on your content and how your users consume it. This means it is always up to date and also automatically adjusts to changing behavior among your users, for example, because of change in season.
How to get it
To get the most out of this, you need an App or mobile web frontend that supports this kind of content delivery. Just get in touch with us to discuss how we can build the best solution for you based on this new way of engaging your customers. If you are already our customer, we are, of course, helping you to integrate this into your existing solution.