When you’re a customer, you want to be treated like an individual. But is that always your experience? Is it the experience of your own customers? Too often, in the flight to economies of scale, a personalised customer experience is lost.

The challenge faced by any business is that buying decisions are often driven by perceptions rather than logic. We can’t always explain why we do what we do, nor why we want what we want. Whether we recognise it or not, as customers ourselves, our personalities affect how we make these decisions.

Undoubtedly, technology has revolutionised both product design and how we buy products. But imagine if we could use technology to help us understand our customers better; to personalise our messages to them so that we communicate in the right way.

Analysis of consumer behaviour has traditionally included demographic variables such as gender, age, income, and so on. It has also included psychographic variables such as interests. But the role of personality traits has largely been ignored, even though our personalities have an equally important role in our buying decisions.

For example, are people who are prone to stress likely to respond to the same approach as those who are chilled and sociable?

The following diagram shows some simple segmentation by personality that we worked on recently for life insurance, with suggested marketing messages for each segment:

Personalising the journey for the customer can and should be a key objective.

Imagine an organisation that has recognised the importance of psychometrics and embraces a technology that can use them. Imagine how it will have armed itself with insight into understanding the personalities of its customers. Wouldn’t it be in a unique position in the marketplace at the moment?