What if brands could deliver intimately personalised experiences without compromising privacy or consumer trust? This is no longer a distant vision but about to become a necessary strategy. Ethical personalisation, which balances tailored experiences with user consent, and privacy, is the first step on a transformative path that will lead brands toward developing a Domain Super App. These Domain Super Apps will create a seamless ecosystem where users can control and share their data, fostering brand loyalty and engagement at unprecedented levels.
**Step 1: Ethical Personalisation Through Zero-Party Data**
The journey begins with ethical personalisation through zero-party data —data that customers willingly share with brands. This strategy shifts control into the hands of consumers, empowering them to manage their personal information and insights. By leveraging technologies like DataSapien’s zero-shared data model, brands can offer tailored experiences without breaching privacy boundaries. Processing data directly on the user’s device, rather than on cloud servers, builds trust and transparency. The approach is the same as Apple’s new privacy-preserving Apple Intelligence on the iPhone. This isn’t just about compliance; it’s about laying the groundwork for lasting relationships rooted in mutual respect.
**Step 2: Elevating Engagement with Personal Intelligence**
Once trust is established, brands can focus on deepening customer engagement through personal intelligence. Personal intelligence enables customers to derive insights about themselves from their own data. By empowering consumers to analyse and manage their personal data, brands create an environment where customers become active participants in their personalised experiences. In the process, customers may share information, inferences, insights and intent signals with the brand to help get their jobs done. Active customer participation enhances outcomes by placing the “human-in-the-loop” to improve algorithms and is also likely to mitigate the risk of unintended consequences of algorithmic personalisation such as biases. This shift strengthens engagement, positioning the brand as an enabler of self-discovery and growth.
**Step 3: Building the Domain Super App**
The final step on this path is the evolution of the customer app to become a Domain Super App, a unified platform that integrates various services within the sector into one seamless experience across many, joined-up, customer jobs. From product discovery to customer service, these super apps offer personalised recommendations based on the user’s data, and the outcomes that they desire. However, the next generation of super apps will take this further by allowing users to securely hold, analyse, and selectively share their zero-party data within the app. This fosters a mutually beneficial relationship where users control their data, and share it with brands to enable them to deliver more meaningful services.
By evolving customer marketing from ethical personalisation to domain super apps, brands can reshape their digital relationship with consumers, building ecosystems that are trusted, transparent and transformative.
