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Making Personalization Feel More Personal: A Four-Step Cycle for Advancing the User Experience of Personalized Recommenders and Adaptive Systems
Abstract
The gold standard for customer service is catering to each individual’s unique needs. This means providing them undivided attention and helping them find what they want as well as what they will like, based on their prior history. An illustrative metaphor of the ideal interpersonal relationship between retailers and consumers is the “sincere handshake,” welcoming a familiar face to a familiar place and saying goodbye until next time, best symbolizes an ideal interpersonal relationship between retailers and consumers. In this chapter the authors offer a four-step cycle of this personalization process, which abstracts the key elements of this handshake in order to make it possible in mass digital consumerism. This model offers an ideal framework for drawing out the key lessons learned from the two previous stages of media evolution, Micro and Mass, as well as from social science and Human Computer Interaction (HCI) to inform the design and further the understanding of the rich capabilities of the current age of Digital Consumerism.
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