Content marketing: Telling Meaningful Stories

[CUSTOMER SERVICE] Personalization based on geography doesn’t always work

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The Rhein River in Düsseldorf.

My February 2016 trip to Germany was the first time back in Düsseldorf since smartphones, apps and other related technological advances had entered my life.

So I was using mobile websites to check flights, apps from United States-based companies to check rentals and other related things.

Recommended reading: 

From Germany to Iowa

Tips for the international (business) traveler

Most sites and even most apps tried to personalize the experience for me. What that typically meant was that they were serving me content in German. Some sites – like British Airways – made it super easy and obvious to change languages. Others not so much.

One site made you click “Sprachen” which is “Languages” in German. That’s only helpful if you speak German. Now, I do speak German myself, but how did they all know that? I asked one company via Twitter how they knew and they couldn’t answer that. It appeared that the personalization was geographically triggered.

Google Flights – where I usually book my travel – was also showing me flight prices (for routes within the United States) in Euros. They probably could know that I typically pay in dollars. Dollars were shown toward the end when I picked flights, though.

It wasn’t a big deal for me, of course, but it’s still worth remembering that some personalization triggers might not work for all.

Offline, like at the airport check-in counters, people started conversations in Germany and even though I responded in German, they quickly transitioned to English when they saw my American passport. That’s actually a good example of how it should work online as well. You have to start somewhere and then based on user-behavior your reactions/communications/etc. changes. I wish we were there technology-wise across the board.

I always appreciate personalized content and experiences. They are best when we don’t notice them.

Recommended reading: 

Why you still need to exchange currency while traveling internationally 

Automation is not always good


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Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph ctrappe@christophtrappe.com 319-389-9853

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