AI-driven customer profiling powers personalisation

The challenge

Companies across the board are collecting more and more data about their customers. The big challenge is optimising its value by turning it into rich insight about their behaviour and preferences. This enables their offerings to be more tailored and personalised, and deliver the best possible customer experience, which is the new battleground for brands and businesses.

Our data team is always looking for ways to drive value in our customer relationships. Working with one of our longstanding customers, they discovered it was possible to leverage generative AI to significantly enhance the customer experience and deliver new levels of insight to drive future growth. Drawing on the company’s growing amounts of customer behaviour, booking and loyalty data, the team set about building valuable customer profiles around which campaigns could be created to boost purchases and loyalty.

The solution

First, the various forms of customer data were brought together so that it could be analysed as a whole. Building enhanced queries enabled the data to be consolidated and restructured. Then generative AI was applied to analyse the unified sets and produce detailed customer profiles.

The profiles captured key behaviours and preferences, such as:

• Booking lead times
• Loyalty currency versus cash usage
• Travel preferences, including routes and cabin requirements
• Loyalty currency redemption habits
• Peak and off-peak loyalty currency usage
• Engagement triggers

From this valuable insight, a range of automated upsell strategies were generated. These included targeted customer campaigns, voucher incentives, premium upgrade e-alerts, and more.

The results

Mindera’s deep expertise in data consolidation and segmentation at scale, then applying the latest AI-driven analytics to deliver detailed profiling, is enabling our customer to optimise the value from its increasing amounts of customer data.

As a result, the business can now create hyper-personalised customer experiences that will transform the impact of its campaigns, significantly improving conversion rates, while deepening engagement and boosting loyalty.

Generating real value from real data in this way will help future proof the business by enabling it to:

• Understand its customers better
• Respond more quickly to changing demand and
• Develop more effective promotional strategies

This is one of the many positive outcomes Mindera generates for its customers thanks to the data team’s ability to transform complex datasets into enriched insights, which are applicable across a wide range of industries.

Find out how we can help you get more from your data to drive growth. Contact our data team today!